Specimens must be submitted to the United States Patent & Trademark Office (USPTO) for examination by Examining Attorneys before a trademark can be registered. A specimen serves as evidence of how the applicant is using the trademark in commerce in connection with the goods or services. It should clearly indicate the mark as a source identifier.
With the rise of the Internet, trademark rules have evolved to include electronic displays as acceptable specimens. However, traditional rules still apply, such as the requirement that a display must be directly associated with the goods being offered for sale (see the Trademark Manual Of Examining Procedure, or TMEP, Section 904.03(g)). Additionally, the trademark must be prominently displayed on the electronic display. Various methods can be employed to distinguish the mark on a webpage, such as: (1) using a larger font size for the mark compared to other text; (2) presenting the mark in a distinct stylization or color from the rest of the page's content; (3) featuring the mark in bold type alongside an image or description of the goods; and (4) utilizing the "tm" symbol with the applied mark and positioning it at the top of the webpage. These factors are not definitive, and the webpage as a whole must be evaluated.
Traditional displays encompass point of sale materials like banners, window displays, menus, catalogs (only if they include a picture or description of the relevant goods and ordering information), shelf-talkers, or even infomercials. In the digital era, displays include web pages. For online environments, electronic displays must meet the same standards (refer to TMEP 904.03(i) for further details).
Whether a display is of a traditional or electronic nature, it should capture the attention of potential consumers and motivate them to purchase the goods or services. A webpage qualifies as an electronic display if it is associated with the goods, contains an image or adequate textual description of the goods, and demonstrates how to order the goods. Additionally, consumers must recognize the term displayed on the webpage as a trademark. If the mark appears in ordinary text or is perceived as conveying information rather than acting as a source identifier, the USPTO may reject the specimen. It is also acceptable to submit a webpage from a third-party seller to demonstrate the use of the mark, as long as it meets the criteria of a display specimen.
A display must go beyond mere advertisement or promotional material. For example, an advertisement only provides information and does not offer a means to purchase the goods or services. Indicators of the ability to purchase may include an order form, shopping cart feature, or contact information for placing an order. Whether a webpage display meets the specimen requirements is determined by the Examining Attorney assigned to review the trademark application.
The burden of proof rests with the applicant to demonstrate that the webpage meets the criteria outlined in the TMEP. If the ordering information is not visible on the submitted webpage, the applicant may need to provide additional webpages as part of the specimen and offer an explanation for the Examiner to understand how users can order the product. If the webpage lacks an image of the goods, it must sufficiently describe the goods so that their features and prominent characteristics are recognizable in the text.
Distinct requirements exist for marks used to brand goods and those serving as source indicators for services. The perception of the ordinary consumer will be a crucial factor. Another consideration is whether the mark is the sole trademark on the page associated with the goods.
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