10.9.14 IP Webcast Slides - Association of Corporate Counselwebcasts.acc.com/handouts/10.9.14_IP_Webcast_Slides.pdf · David%Beck,%IP%Counsel,%Accenture% ... – Cease%&%Desist%vs.%Warning%LeZer%

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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%

%

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%

%

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

Online%Enforcement%

%%•  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%

Working%With%ISPs%To%Get%Results%

Use%Your%Successes%

Internet%Victory%Page%

TRADEMARK,ENFORCEMENT,–,ONLINE,ADVERTISING,AND,KEYWORDS,%

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?%%%

TRADEMARK,ENFORCEMENT,–,SOCIAL,MEDIA,AND,USER,GENERATED,CONTENT,

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”%

%

Unauthorized%Uses%(conRnued)%

Best%Strategy:%Be%Two%Steps%Ahead%•  Register%User%Names%•  Monitor%use%online%•  Remember%whatever%you%do,%the%primary%goal%is%not%to%become%

%%

THE,NEXT,TRADEMARK,BULLY,%

ImplicaRons%–%Trademark%Bullying%%SRll%a%Concern%

Two%Case%Studies %%•  GED%•  Chick%a%Filet%

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?%%%

Infringing%Use%–%AAAVISA.COM%

Infringing%Use%–%AAAVISA.COM%

Infringing%Use%–%CHANELFANS.COM%

Infringing%Use%–%CHANELFANS.COM%

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.%%

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