Download - Trademarks and the World Wide Web IM 350: Intellectual Property Law and New Media Spring, 2015
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Trademarks and the World Wide Web
IM 350: Intellectual Property Law and New MediaSpring, 2015
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What is a trademark?
• Source identifier
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How do we determine priority of trademark rights?
• Use in commerce• First in time, first in right
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What makes a trademark valuable?
• Commands the attention of consumer• Easy to remember• Shorthand way to communicate
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What interests does trademark law protect?
• Trademark owners against free riders• The public interest– Prevention from “confusion”
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What types of “confusion” exist
• Product• Source • Sponsorship
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How does the law categorize confusion?
• Classic confusion• Reverse confusion • Initial interest confusion
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Trademark issues on the Internet
• Domain squatters– www.cocacola.com– Anti-Cybersquatting Consumer Protection Act
• Metatags– Is it possible to confuse a machine?
• AdWords – Can Google sell my trademark as an AdWord?
• Jurisdiction– Where can an infringer be sued?
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Rosetta Stone Ltd. v. Google, Inc., 676 F.3d 144, (4th Cir. 2012)
• RS markets language-learning software under “Rosetta Stone”
• RS owns and uses several marks:– ROSETTA STONE, – ROSETTA STONE LANGUAGE LEARNING SUCCESS,– ROSETTASTONE.COM, and – ROSETTA WORLD
• RS began advertising with Google in 2002
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Rosetta Stone Ltd. v. Google, Inc., 676 F.3d 144, (4th Cir. 2012)
• Google offers natural search results and sponsored links
• AdWords – sponsors can purchase keywords to trigger appearance of sponsor’s ad
• Sponsor’s pay Google on “cost-per-click” basis• The higher the ad, the higher the click rate.
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Rosetta Stone Ltd. v. Google, Inc., 676 F.3d 144, (4th Cir. 2012)
• Google permits use of TM in ads when sponsor:– is reseller of tm’d product– Makes or sells components for tm’d product– Offers compatible parts or goods for use with tm’d
product– Provides information or reviews about tm’d
product
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Rosetta Stone Ltd. v. Google, Inc., 676 F.3d 144, (4th Cir. 2012)
• RS says Google policy creates likelihood and actual confusion– Within 6-month period, RS reports 190 instances
to Google in which one of the sponsored links was marketing counterfeit RS products
• RS sues Google for direct, contributory, and vicarious tm infringement, dilution and unjust enrichment
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Rosetta Stone Ltd. v. Google, Inc., 676 F.3d 144, (4th Cir. 2012)
• District Court grants summary judgment on all tm claims and dismisses unjust enrichment
• Appellate Court reverses in part and finds issues of fact on:– Whether Google intended to cause confusion– Whether there was actual confusion– Functionality doctrine did not apply– Contributory infringement– Dilution
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Rosetta Stone Ltd. v. Google, Inc., 676 F.3d 144, (4th Cir. 2012)
• So what happened to the case after the appeal?
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New Top Level Domain System
• Old regime– .com, .net, .org– $30
• New regime– .Nike, .Apple., bicycle– $185,000