10.9.14 ip webcast slides - association of corporate...
TRANSCRIPT
This%Webcast%Will%Begin%Shortly%
If%you%have%any%technical%problems%with%the%Webcast%or%the%streaming%audio,%please%contact%us%via%email%at:%
Thank,You!,%
%%,
New,Trends,with,Online,Trademark,Enforcement%%
October%9,%2014%%
Presented%By:%%
David%Beck,%IP%Counsel,%Accenture%David%Caplan,%Partner,%Kilpatrick%Townsend%&%Stockton%Steve%Feingold,%Partner,%Kilpatrick%Townsend%&%Stockton%Paul%Mussell,%VP,%Assistant%General%Counsel,%Pearson%
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Summary%• Changing%Landscape%of%Trademark%Enforcement%%• Website/app%Trademark%Infringement%• Keyword%and%AdverRsing%Trademark%Use%• Social%Media%• Domain%Names%–%expanding%world%of%generic%top%level%domain%
names%• Take%Away%SuggesRons%
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POLL: How many cease and desist letters do you send out during the course of a year?
• 1 or 2 • Between 3 and 6 • Between 6 and 12 • More than 12
%%• Determine%Whether%To%Respond.%
• Determine%How%to%Respond%– Cease%&%Desist%vs.%Warning%LeZer%
%• Who%is%the%Best%Target?%
– Infringer %\%Registrar/Registry%– Ad%Network %\%Search%Engine%
Rose%a'Stone'Ltd.'v.'Google,''%
• Complaint%alleges%direct%and%contributory%infringement%based%on%third%parRes’%use%of%trademarks%to%trigger%ads%in%“Sponsored%Links”%and%display%of%trademarks%in%ads%of%compeRtors,%counterfeiters,%resellers%of%mulRple%brands,%and%providers%of%unrelated%products/services%
District,Court,granted,Summary,judgment,against,RoseMa,Stone,(730%F.Supp.2d%531%(E.D.%Va.%2010),,4th,Circuit,reversed.,676%F.3d%144,%102%U.S.P.Q.2d%1473%(4th%Cir.%2012)%,
Takeaways%Whether%display%of%mark%in%the%text%of%the%ad%gives%rise%to%liability%remains%nuanced.%%Whether%mere%triggering%of%the%ad%by%use%of%a%trademark%may%be%shown%to%consRtute%infringement%remains%a%possibility%
Steps%to%Consider%a) Keep%Customer%Inquiry%Logs%b) Collect%evidence%to%establish%that%an%infringer%is%a%repeat%offender%
o do%they%use%the%same%IP%address%or%same%contact%informaRon?%c) Fair%Use:%
! Determine%whether%the%use%is%legiRmate%or%a%ruse%by%to%escape%enforcement?%
! For%claimed%comparaRve%use%%\%determine%whether%the%claims%are%accurate%or%whether%there%is%a%false%adverRsing%claim%
d) %Assert%claim%directly%against%alleged%infringer%! Collect%evidence%of%bad%faith%or%intent%to%trade%on%goodwill%of%your%
mark%from%acRviRes%other%than%keyword%adverRsing%! Use%Google%analyRcs%to%analyze%a%site’s%sources%of%traffic%and%
determine%click\through%rate,%business%resulRng%from%those%
Some%Historical%PerspecRves%• Metataging%%
– No%longer%relevant%because%not%used%to%index%sites%• Pop%Up%AdverRsing%
– No%longer%relevant%because%browsers%block%them%
• Will%Technology%Solve%Key%Word%Issue?%%%
Brand%Owners%Can%No%Longer%Dominate%The%Discussion%
• Remember%Consumers%Don’t%Always%Agree%with%You!%%%– Hashtag,hijack,
• Jan.,23,,2012:,“#McDStories,,McDonald's,TwiMer,Hashtag,Promo]on,,Goes,Horribly,Wrong”,
• Company%tweets:%"When%u%make%something%w/pride,%people%can%taste%it,"%\%McD%potato%supplier%#McDStories%hZp://t.co/HaPM5G9F%
• Consumer%tweets:%“My%memories%of%walking%into%a%McDonald's:%the%sensory%experience%of%inhaling%deeply%from%a%freshly\opened%can%of%dog%food.%#McDStories”%
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Best%Strategy:%Be%Two%Steps%Ahead%• Register%User%Names%• Monitor%use%online%• Remember%whatever%you%do,%the%primary%goal%is%not%to%become%
TRADEMARK,ENFORCEMENT,a,DOMAIN,NAMES,AND,THE,NEW,GTLDs,%POLL: Have you registered any domain names in any of the
new GTLDs? • Yes, between 1 and 5 • Yes, between 6 and 10 • Yes, over 10 • No
POLL: For those who answered yes to question 2, do you have any active websites (including pointer websites) on any new GTLD?
• Yes • No
More%of%the%Same%Or%Truly%New?%
• ICANN%has%commenced%a%project%to%expand%the%Internet%by%more%than%1,000%domain%names%by%2017.%%%
• .Info,%.Biz,%.Name,%and%.Pro%–%Prior%effort%to%create%new%gTLDs.%– Business%failure%
• Is%History%RepeaRng%Itself?%– Can%you%name%any%of%the%New%gTLDs?%%
Procedures%for%Monitoring%and%Challenging%
• Trademark%Clearing%House%RegistraRon%Provides%You%With%NoRce%of%new%domain%names%corresponding%to%your%registered%mark.%
• If%you%are%registered%with%Clearing%House,%can%preregister%during%Sunrise%Period.%%You%will%get%noRce%of%third%parRes%registering%domain%names%corresponding%to%the%marks.%%
• Process%for%challenge%is%similar%to%exisRng%process.%
Many%Domain%Names%Have%LiZle%Impact%
• Meet%The%“Domainer”%– He%Buys%Domain%Names%for%12%dollars%a%year.%%%– His%goal%is%to%get%2%dollars%of%click%through%income%each%month.%% %%• 100%percent%return.%
• He%needs%10%clicks%a%day%to%make%that%goal.%• Successful%sites%run%by%cybersquaZers%are%thriving%just%
by%aZracRng%those%hits.%%%• Do%you%suffer%economically%from%the%100%people%a%
day%that%end%up%on%%that%web%site?%%%
The%SoluRon?%A%RaRonal%Approach%to%Trademark%Enforcement:%
– IdenRfy%important%zone%of%protecRon%%• Geography%• Product%lines%• Mark%Variants%%
– Screen%online%infringement%by%this%criteria%and%act%only%when%you%have%evidence%of%actual%or%probable%harm.%%
%%Thank%you%for%aZending%another%presentaRon%from%%
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