Companies, both large and small, face significant legal challenges when dealing with unauthorized online sellers who offer genuine products. While the issue of counterfeit goods has long been recognized and addressed through established methods, the problem of unauthorized dealers selling legitimate products is a more recent dilemma. In certain cases, these sales may be legal and not infringe upon intellectual property rights, falling under the First Sale Doctrine. However, there are instances where trademark infringement may occur.
According to the First Sale Doctrine, once a trademark owner has sold goods in commerce, they cannot control the subsequent handling of those goods. Unauthorized dealers and second-hand sellers can openly display and advertise branded goods, competing with the trademark holder. In determining whether trademark infringement has occurred, a court must ascertain whether the trademark owner authorized the initial sale of the goods and whether the goods in question are genuine. Trademark infringement only arises if the sale causes consumer confusion or dilution. The Second Circuit Court of Appeals has ruled that the First Sale Doctrine applies only when the trademark owner authorizes the initial sale, thereby allowing subsequent sales of authentic goods without being deemed trademark infringement.
However, there are two exceptions to the First Sale Doctrine: the material difference exception and the quality control exception. The material difference exception encompasses differences in products or warranties between authorized and unauthorized goods. These differences can be varied and include physical discrepancies (e.g., battery life), alterations to packaging (e.g., removal of reference numbers or barcodes), variances in package shape or labels, absence of warnings or differences in warning labels, and variations in applicable warranty protection. Courts have recognized that even subtle differences can lead to confusion and trademark infringement.
The quality control exception, acknowledged by the Second Circuit Court of Appeals, is rooted in the fundamental principle that trademark owners have the right to control the quality of goods associated with their brand. Differences in quality control standards can create a likelihood of confusion, as failure to meet the trademark owner's standards may devalue the trademark and erode its goodwill. Goods that do not conform to the trademark holder's quality control standards are considered inauthentic. To establish a case, the plaintiff must demonstrate the existence of legitimate quality control procedures and show that sales of non-conforming products diminish the value of the trademark.
One of the reasons combating unauthorized sellers is challenging, even in cases of clear infringement, is that Amazon profits significantly from such unauthorized dealers and lacks an incentive to prohibit them. Brand owners may seek legal counsel or engage specialized companies that focus on protecting their rights as Amazon sellers, employing strategies to combat unauthorized dealers. However, the associated costs may be prohibitive for smaller companies. Nevertheless, brand owners must continue to apply pressure on Amazon in cases of infringement.
If you need legal advice regarding your trademark rights, assistance with trademark prosecution, or representation in a domain name dispute, contact Wilson Whitaker Rynell. Our team of trademark lawyers has extensive experience in all aspects of trademark and copyright law, including the filing of trademark applications and representing clients in defense or prosecution before the Trademark Trial and Appeal Board.
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