Second Circuit Holds Supplying Software For Pop Up Ads Was Not "Use" Under The Lanham Act
"We hold that, as a matter of law, WhenU does not “use” 1-800’s trademarks within the meaning of the Lanham Act, 15 U.S.C. § 1127, when it (1) includes 1-800’s website address, which is almost identical to 1-800’s trademark, in an unpublished directory of terms that trigger delivery of WhenU’s contextually relevant advertising to [computer users]; or (2) causes separate, branded pop-up ads to appear on a [computer user’s] computer screen either above, below, or along the bottom edge of the 1-800 website window. Accordingly, we reverse the district court’s entry of a preliminary injunction and remand with instructions to (1) dismiss with prejudice 1-800’s trademark infringement claims against WhenU, and (2) proceed with 1-800’s remaining claims."
Defendant’s “pop up” software delivered context-specific advertisements to a computer user’s desktop when certain search terms, listed in Defendant’s unpublished directory, were entered by the computer user. Defendant listed Plaintiff’s URL in its directory as one of the search terms. Plaintiff alleged that its URL “www.1800contacts.com” substantially incorporated its service mark, 1-800Contacts™, and was listed in Defendant’s directory without authorization. Plaintiff also argued that its competitors’ “pop up” ads created a likelihood of confusion as to source when the ads appeared over Plaintiff’s website.
The district court agreed, issuing a preliminary injunction against Defendant.
The Second Circuit reversed and remanded the case, holding that the neither the Defendant’s listing of Plaintiff’s website on its directory, nor the software triggering the “pop up” advertisements constituted a “use” of Plaintiff’s mark within the meaning of the Lanham Act because:
- There was a critical difference between using Plaintiff's web site address which incorporated its mark, and using its mark. The court stated:
"The district court found that the differences between 1- 800’s trademarks and the website address utilized by WhenU were insignificant because they were limited to the addition of the “www.” and “.com” and the omission of the hyphen and a space. ... We conclude that, to the contrary, the differences between the marks are quite significant because they transform 1-800’s trademark -- which is entitled to protection under the Lanham Act -- into a word combination that functions more or less like a public key to 1-800’s website."
- Defendant’s directory was not reproduced or displayed to computer users, and was inaccessible to the general public, including Defendant’s client-advertisers. Thus, the use of the directory was internal to the company, which, the Court stated, is “analogous to a [sic] individual’s private thoughts about a trademark.”
- Plaintiff’s competitors could not choose that their ads be linked to Plaintiff’s URL, rather, they purchased a link to a generic categorization, such as “eye care” or “contacts.”
- Defendant’s directory was for a “pure machine-linking function” only.
- The “pop up” ads did not display Plaintiff’s trademark at all.
- The district court improperly enjoined When-U for capitalizing on the goodwill and profit built up by plaintiff.
"Absent improper use of 1-800’s trademark, however, such conduct does not violate the Lanham Act. See TrafFix Devices, Inc. v. Mktg. Displays, Inc., 532 U.S. 23, 29 (2001); Kellogg Co. v. Nat’l Biscuit Co., 305 U.S. 111, 122 (1938) (holding that Kellogg’s sharing in the goodwill of the unprotected “Shredded Wheat” market was “not unfair”); see also William P. Kratzke, Normative Economic Analysis of Trademark Law, 21 Memphis St. U. L. Rev. 199, 223 (1991) (criticizing importation into trademark law of “unjust enrichment” and “free riding” theories based on a trademark holder’s goodwill). Indeed, it is routine for vendors to seek specific “product placement” in retail stores precisely to capitalize on their competitors’ name recognition. For example, a drug store typically places its own store-brand generic products next to the trademarked products they emulate in order to induce a customer who has specifically sought out the trademarked product to consider the store’s less-expensive alternative. WhenU employs this same marketing strategy by informing [computer users] who have sought out a specific trademarked product about available coupons, discounts, or alternative products that may be of interest to them."
- The Court refused to entertain the argument that there was a likelihood of confusion when the ads appeared over the Plaintiff’s website because the Plaintiff did not show that the threshold issue of “use” was met.
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