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Trademark Basics and the Internet
Toledo Bar Association May 6, 2011
C. Fred Charpie, III
Patent Attorney & Member
MacMillan, Sobanski & Todd, LLC
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Nomenclature: Trade Name
• Identifies company or business
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Nomenclature: Trade Mark
• Identifies goods
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Nomenclature: Service Mark
• Identifies services
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“The term "trademark" includes any word, name, symbol, or device, or any combination thereof used by a person …
to identify and distinguish his or her goods, including a unique product, from those manufactured or sold by others and to indicate the source of the goods, even if that source is unknown.”
Lanham Trademark Act 15 U.S.C. § 1127
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Examples of trademarked slogans:
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Sounds can be trademarked:
Aflac Duck
Reg. No. 2,607,415Pillsbury Doughboy
Reg. No. 2,692,077
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Colors and scents can be trademarked
Tiffany “blue”
Pantone 1837
Barbie “pink”
Pantone 219
UPS “brown”
Pantone 462C
Target “red”
Pantone 186C
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Marks can be owned by: • Individuals• Corporations or companies• Groups of people (“collective marks”)
National Honor
Society
National Rifle
AssociationGirl Scouts of the United
States of America
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• Federal registration of trademarks is not required
• However, federal registration provides:
* Geographic protection throughout the United States, not just in one state
* Nationwide constructive notice of ownership
* Treble damages + defendant’s profits + attorney fees
* After 5 years – “incontestable” status
* Designation ®
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Some words or phrases cannot be registered:
* Generic words (e.g. vacuum cleaner, toaster)
* Merely descriptive (e.g. audio book club, e-ticket)
* Geographically descriptive (e.g. Nantucket nectars)
* Deceptive marks (e.g. cafeteria if providing sit down service)
* Obscene words (no examples necessary)
* Prior marks that have become generic (e.g. aspirin, escalator, cellophane, linoleum, kerosene)
* Marks associated with certain organizations (e.g. red cross, peace corps)
* Merely a surname (e.g. Binion’s)
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• Trademark rights are based on use in commerce
* Must provide evidence of the mark in use
* Specimen – product label, packaging, etc.
• Federal registration has a 10 year term
* Indefinitely renewable as long as the mark is in use
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Practice Tips:
• Use ™ for marks in use prior to federal registration
• Search before filing trademark application
* Look for the likelihood of confusion
• File for broadest protection:
NASCAR or
• Use ® after registration
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Common Trademark Issues and the Internet:
• Domain names (Gregg Emch)• Misdirection of search engines (metatags)• Hyperlinks• Deep Linking• Framing• Inlining (or Copying)
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Misdirection of search engines (metatags)
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Misdirection of Search Engines• Websites have headers• Headers can include pre-programmed terms (called
“metatags”) used by search engines• Metatags can be invisible to many browsers• Companies have been known to populate their headers with
competitor trademarks• Misdirection of search engines violates federal law under the
– Lanham Act (15 U.S.C. §1051 et. seq.) and,– Ohio Law - Deceptive Trade Practices Act (O.R.C. §4165
et. seq.).
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metatags
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Hyperlinks
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Hyperlinks (links)
• Hyperlinks (links) send a user from one website to another website
• Example: Visit W3Schools
• Some hyperlinks incorporate trademarks
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Potential Trademark Issues with Hyperlinks:
• Defamation* Example: A student creates a hyperlink titled “Alcoholics on the
Net” and links it to a picture of the school principal at another site.
• Invasion of Privacy* Example: A disgruntled employee of Company A creates a
hyperlink titled “Washed Up” that links to a hidden camera in Company A’s executive washroom
• Likelihood of Confusion (endorsement, association)* Example: An X-rated website used the Playboy name and bunny
logo to link to the Playboy website.
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Hyperlinks (links) continued:
• The courts are split on whether the use of trademarks in hyperlinks constitute infringement
• One view: it is infringement because one could imply origin, affiliation, or endorsement, unless:
* Trademark owner grants permission
* There is a business relationship (e.g. distributor)
• Another view: no infringement since the marketplace understands the links exist to provide information rather than an endorsement
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Deep Linking
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Deep Linking• Deep linking directs visitors past a home page and directly to an
internal webpage
* Example: appliance manufacturer links directly to internal page of non-profit consumer reviewing agency
Website Home Page
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Deep Linking continued• Results in target website potentially losing advertising
revenue (number of hits)• Some deep links incorporate trademarks• Some include disclaimers:
“This link will take you directly to another company’s website.”
• No law prohibiting deep linking, but actions brought for:* Unfair competition* Deceptive practices* Trademark infringement* False Advertising
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Framing
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Framing• Website A displays content from website B, usually
within a window or frame• The user remains at website A and can view content
from both websites
Website A
Website B
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Framing continued:
• Potential for confusion:
* If user is unaware content in frame is from another website
* If frame is surrounded by advertising for website A
* Website A may create the impression that the owner of website B endorses or supports website A
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Inlining (Copying)
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Inlining (or Copying)• Website A imports graphic files (using IMG links) from
website B• The user remains at website A and can view content
from website A and the graphic files• Dilbert case (Dan Wallach)
Website A (Dilbert Hack Page)
Imported cartoon files from real Dilbert website
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Inlining (Copying) continued:
• Potential for confusion:
* If user is unaware imported content is from another website
* If imported content is surrounded by advertising for website A
* Website A may create the impression that the owner of website B endorses or supports website A
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Practice Tips:• Periodic internet search for your trademarks
* Look for competitors among search results
* Examine metatags in competitor website headers
* Engage with cease and desist efforts
• If using links:* Get permission (linking agreement)
• Jury is still out on use of disclaimers
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