Intellectual Property and Search Who controls the way we access information on the web? Jason...
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![Page 1: Intellectual Property and Search Who controls the way we access information on the web? Jason Schultz, Staff Attorney.](https://reader035.fdocuments.net/reader035/viewer/2022062714/56649d555503460f94a33211/html5/thumbnails/1.jpg)
Intellectual Property and Search
Who controls the way we access information on the web?
Jason Schultz, Staff Attorney
![Page 2: Intellectual Property and Search Who controls the way we access information on the web? Jason Schultz, Staff Attorney.](https://reader035.fdocuments.net/reader035/viewer/2022062714/56649d555503460f94a33211/html5/thumbnails/2.jpg)
3 Questions
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[1]
Who controls our access to online info?
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[2]
Should online access to information be more, less, or equal to offline access?
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[3]
What are the competing public policies behind IP and search?
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Who controls our access to online info?
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Who controls our access to online info?
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Who controls our access to online info?
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Who controls our access to online info?
![Page 10: Intellectual Property and Search Who controls the way we access information on the web? Jason Schultz, Staff Attorney.](https://reader035.fdocuments.net/reader035/viewer/2022062714/56649d555503460f94a33211/html5/thumbnails/10.jpg)
Who controls our access to online info?
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Who controls our access to online info?
![Page 12: Intellectual Property and Search Who controls the way we access information on the web? Jason Schultz, Staff Attorney.](https://reader035.fdocuments.net/reader035/viewer/2022062714/56649d555503460f94a33211/html5/thumbnails/12.jpg)
Who controls our access to online info?
![Page 13: Intellectual Property and Search Who controls the way we access information on the web? Jason Schultz, Staff Attorney.](https://reader035.fdocuments.net/reader035/viewer/2022062714/56649d555503460f94a33211/html5/thumbnails/13.jpg)
Who controls our access to online info?
![Page 14: Intellectual Property and Search Who controls the way we access information on the web? Jason Schultz, Staff Attorney.](https://reader035.fdocuments.net/reader035/viewer/2022062714/56649d555503460f94a33211/html5/thumbnails/14.jpg)
What is intellectual property?
Patents
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What is intellectual property?
Copyrights
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What is intellectual property?
Trademarks
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What is intellectual property?
Trade Secrets
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What is intellectual property?
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Primary IP for Search Providers
Trade Secret + Patent + Trademark
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Primary IP threats to Search Providers
Copyright + Trademark
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Trademark Protection
• Promotes investment in brand names/logos
• Prevents consumer confusion
v.
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Trademark Threats to Search
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Keywords v. Trademarks
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Keywords v. Trademarks
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example
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consumer
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hungry
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driving
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freeway
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road sign
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exit
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super duper weenie
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cash
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Food
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hunger
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competitor
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consumer
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dumpy
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super
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road sign
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here
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super
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confuse
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hungry
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consumer
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dumpy
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food
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infringement
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Initial interest confusion
• Using a trademark to confuse and “lure” a consumer to a different vendor
• Consumer buys knowingly from second vendor but not without initial deception
• Illegal in several U.S. jurisdictions
• Judged on how likely consumers would be confused by competitor’s use of trademark
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So do keywords confuse people?
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Are we being diverted or informed?
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Are we being diverted or informed?
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Is it pro or anti-competitive?
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GEICO v. Google
• Eastern District of Virginia, August, 2005• Nominative Use• Survey Says:
– 67.6% expected to reach GEICO via sp links– 69.5% thought that the sponsored links were
either for GEICO or affiliated with GEICO– 20.1% said that to purchase insurance from
GEICO, they should click on sponsored links.
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GEICO v. Google
• The Court says– “Serious doubts about survey accuracy as to
actual users' experiences with and reactions to the Sponsored Links.”
– None of the control group was confused when Nike ads were displayed in response to a GEICO keyword.
– use of the trademark as a keyword, without more, not causing a likelihood of confusion.
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GEICO v. Google
• Bottom Line:
– Advertisers can use “GEICO” keyword
– But cannot put “GEICO” in header or language of advertisements
– Google liable for ads with GEICO in text or header, so must affirmatively filter
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American Blinds v. Google
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American Blinds v. Google
• Northern District of California (ongoing)
• Descriptive Use
• No ruling yet on issue of confusion
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Three additional notes
• Pop-up/Adware
– 1-800-Contacts v. WhenU
– “use” of mark in internal databases
• Opt-in v. opt-out
• International cases
– France (opt-in)
– Germany (opt-out)
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Copyright threats to Search
• Spiders
• Caching
• Indexing
• Linking
• Image index
• Book project
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Copyright Theory
• To promote art and creativity
• Give strong controls over copying of works of art and science for a set term
• Provides incentive to create new works
• Balance with public dissemination and public access to information
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Copyright Theory
• Copyright owner gets to control most “copying” of her work
– Reproduction
– Distribution
– Derivative Work
– Display
– Performance
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Copyright on the Web
• Before the web, only machines and businesses made most copies
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Everything you do online makes a copy
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Everything you do online makes a copy
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Everything you do online makes a copy
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Everything you do online makes a copy
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Everything you do online makes a copy
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Copyright on the Web
• Every computer/device is a copy machine
• Every copy is potentially illegal
– Must either have permission or fair use
– If not, may face damages of up to $150,000 per work infringed
• Search engines copy, index, and distribute information to millions of people
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Search engine strategies
• Search relies on three strategies
– Implied permission/Opt-out
– Fair Use
– Blind hope
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Implied permission/Opt-out
• Theory– You made it publicly available– You meant us to index it– You can opt out via notification or robot.txt– Covers spidering, caching, indexing and linking
• Opt-out respected and legally required under certain circumstances
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Fair Use
• Traditionally a defense for
– Personal non-commercial use
– Educational/First Amendment activity
– Transformative Uses
• Creative (remixing)
• Functional (thumbnails)
• K: Does use reduce sales of original work?
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Image Search
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Copyright Issues in Image Search
• Capturing image
• Making thumbnail
• Storing thumbnail
• Displaying thumbnails in response to keyword searches
• Providing Link to original picture page
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Perfect 10 v. Google
• P10 says:
– “Pirates” are stealing our images
– Google is spidering them and sending traffic to these infringing sites
– Notice is not enough; wack-a-mole
– Affirmatively filter our images out
– Thumbnails substitute for cell phones
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Perfect 10 v. Google
• Google says:
– We spider everything
– We can’t tell who’s infringing until you notify us of the specifics
– It’s a fair use to make an image directory
– Image search is important public resource
– Go sue the bad guys, not us
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Author’s Guild v. Google
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Author’s Guild v. Google
• Guild says:
– We sell books
– You borrowed books from the libraries and copied them without paying us
– You make money
– We want money
– Pay us
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Author’s Guild v. Google
• Google says:
– We had to copy books to make an index
– No one sees > a few lines at a time
– We link to where you can buy/borrow the book
– Book search is important to public access
– This will help you sell books
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Who’s information is it?
“It's not up to Google or anyone other than the authors, the rightful owners of these copyrights, to decide whether and how their works will be copied.”
- Nick Taylor, Author’s Guild president
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Who’s information is it?
“A search engine for books will be revolutionary in its benefits. Obscurity is a far greater threat to authors than copyright infringement, or even outright piracy.”
– Tim O’Reilly
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Some Competing Policies
• Incentives for creativity
• Freedom to innovation in search space
• Healthy information markets
• User control/autonomy
• Public domain/public access to knowledge
• Public/Private governance
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More information
www.eff.org
www.eff.org