Covers the basic concepts of copyright law and trademark law with an emphasis on the ways in which they have been adapted to and applied in cyberspace. Also coveres some important considerations in selecting and registering domain names, as well as some basic approaches to fighting predatory and unfair domain name registration by competitors.

1. Trademark Basics and the Internet
Toledo Bar Association
May 6, 2011
C. Fred Charpie, III
Patent Attorney & Member
MacMillan, Sobanski & Todd, LLC
Page 1

2. Trademark Basics and the Internet
Nomenclature: Trade Name
• Identifies company or business
May 6, 2011
Page 2 MacMillan, Sobanski & Todd LLC

3. Trademark Basics and the Internet
Nomenclature: Trade Mark
• Identifies goods
May 6, 2011
Page 3 MacMillan, Sobanski & Todd LLC

4. Trademark Basics and the Internet
Nomenclature: Service Mark
• Identifies services
May 6, 2011
Page 4 MacMillan, Sobanski & Todd LLC

5. Trademark Basics and the Internet
“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
May 6, 2011
Page 5 MacMillan, Sobanski & Todd LLC

6. Trademark Basics and the Internet
Examples of trademarked slogans:
May 6, 2011
Page 6 MacMillan, Sobanski & Todd LLC

7. Trademark Basics and the Internet
Sounds can be trademarked:
Aflac Duck Pillsbury Doughboy
Reg. No. 2,607,415 Reg. No. 2,692,077
May 6, 2011
Page 7 MacMillan, Sobanski & Todd LLC

8. Trademark Basics and the Internet
Colors and scents can be trademarked
Tiffany “blue” Barbie “pink”
Pantone 1837 Pantone 219
UPS “brown” Target “red”
Pantone 462C Pantone 186C
May 6, 2011
Page 8 MacMillan, Sobanski & Todd LLC

9. Trademark Basics and the Internet
Marks can be owned by:
• Individuals
• Corporations or companies
• Groups of people (“collective marks”)
National Honor National Rifle Girl Scouts of the United
Society Association States of America
May 6, 2011
Page 9 MacMillan, Sobanski & Todd LLC

10. Trademark Basics and the Internet
• 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 ®
May 6, 2011
Page 10 MacMillan, Sobanski & Todd LLC

11. Trademark Basics and the Internet
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)
May 6, 2011
Page 11 MacMillan, Sobanski & Todd LLC

12. Trademark Basics and the Internet
• 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
May 6, 2011
Page 12 MacMillan, Sobanski & Todd LLC

13. Trademark Basics and the Internet
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
May 6, 2011
Page 13 MacMillan, Sobanski & Todd LLC

14. Trademark Basics and the Internet
Common Trademark Issues and the Internet:
• Domain names (Gregg Emch)
• Misdirection of search engines (metatags)
• Hyperlinks
• Deep Linking
• Framing
• Inlining (or Copying)
May 6, 2011
Page 14 MacMillan, Sobanski & Todd LLC

15. Trademark Basics and the Internet
Misdirection of search engines (metatags)
May 6, 2011
Page 15 MacMillan, Sobanski & Todd LLC

16. Trademark Basics and the Internet
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.).
May 6, 2011
Page 16 MacMillan, Sobanski & Todd LLC

17. Trademark Basics and the Internet
metatags
May 6, 2011
Page 17 MacMillan, Sobanski & Todd LLC

18. Trademark Basics and the Internet
Hyperlinks
May 6, 2011
Page 18 MacMillan, Sobanski & Todd LLC

19. Trademark Basics and the Internet
Hyperlinks (links)
• Hyperlinks (links) send a user from one
website to another website
• Example: Visit W3Schools
• Some hyperlinks incorporate trademarks
May 6, 2011
Page 19 MacMillan, Sobanski & Todd LLC

20. Trademark Basics and the Internet
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.
May 6, 2011
Page 20 MacMillan, Sobanski & Todd LLC

21. Trademark Basics and the Internet
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
May 6, 2011
rather than an endorsement
Page 21 MacMillan, Sobanski & Todd LLC

22. Trademark Basics and the Internet
Deep Linking
May 6, 2011
Page 22 MacMillan, Sobanski & Todd LLC

23. Trademark Basics and the Internet
Deep Linking
• Deep linking directs visitors past a home page and directly
to an internal webpage
Website Home Page
* Example: appliance manufacturer links directly to
May 6, 2011 internal page of non-profit consumer reviewing agency
Page 23 MacMillan, Sobanski & Todd LLC

24. Trademark Basics and the Internet
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
May 6, 2011
Page 24 MacMillan, Sobanski & Todd LLC

25. Trademark Basics and the Internet
Framing
May 6, 2011
Page 25 MacMillan, Sobanski & Todd LLC

26. Trademark Basics and the Internet
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 B
Website A
May 6, 2011
Page 26 MacMillan, Sobanski & Todd LLC

27. Trademark Basics and the Internet
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
May 6, 2011
Page 27 MacMillan, Sobanski & Todd LLC

28. Trademark Basics and the Internet
Inlining (Copying)
May 6, 2011
Page 28 MacMillan, Sobanski & Todd LLC

29. Trademark Basics and the Internet
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)
Imported cartoon files from
real Dilbert website
Website A
(Dilbert Hack Page)
May 6, 2011
Page 29 MacMillan, Sobanski & Todd LLC

30. Trademark Basics and the Internet
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
May 6, 2011
Page 30 MacMillan, Sobanski & Todd LLC

31. Trademark Basics and the Internet
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
May 6, 2011
Page 31 MacMillan, Sobanski & Todd LLC

32. Trademark Basics and the Internet
fini
Questions ?
May 6, 2011
Page 32 MacMillan, Sobanski & Todd LLC