There are specific situations in which using another party's trademark in advertising can be considered fair use, serving as an affirmative defense against trademark infringement. One such circumstance is comparative advertising, which falls under the category of Nominative Use. This occurs when one party utilizes another party's mark to refer to the mark owner or their goods and services. The use of the trademark must be necessary for identification purposes and should not imply or suggest any form of sponsorship, endorsement, or affiliation by the mark owner. In essence, if a third party uses a mark in comparative advertising without confusing or misleading consumers, and only employs as much of the mark as necessary for identification (for instance, using the words but not the same font or graphics), it will be considered fair use. Another example of Nominative Use is when a distributor or retailer describes the goods they offer for sale.
The second circumstance where using another's trademark in advertising is permissible under the doctrine of fair use is when the term is used in a descriptive manner. This usage must be in good faith and primarily represent the term's ordinary meaning. The term or trademark should be employed in a way that does not function as a trademark and does not cause consumer confusion.
Another area of advertising that often raises controversy is the use of trademarks as keywords. Keywords are terms used by individuals conducting online searches to find information related to their query. Keyword advertising occurs when an advertiser pays a search engine to display their advertisement in response to a search engine query that includes selected keywords.
For instance, the "something more" could involve using the third party's trademark in the text of the advertisement that appears in response to the keyword-triggered search. It's important to note that the advertisement is placed by a party other than the trademark owner and utilizes another's trademark without authorization. If the trademark is used in a manner likely to cause confusion, deception, mistake, or implies sponsorship, endorsement, or affiliation between the trademark owner and the advertiser, the majority of courts would prohibit such usage and consider it infringement. In such a scenario, the trademark owner should consult with trademark counsel and consider sending a Cease & Desist Demand to the advertiser.
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.
Getting in touch is easy. Use the form below and request a free consultation today.
Recognized in the legal industry as dedicated board-certified lawyers and Rising Stars.
Your project will be handled by legal experts every time. You will have the most experienced attorneys working for you.
Let's talk about your legal issue
Wilson Legal Group P.C.
d/b/a Wilson Whitaker Rynell
(972) 248-8080 (Dallas) MAIN OFFICE
(713) 830-2207 (Houston) Appointment Only
(512) 691-4100 (Austin) Appointment Only
For more information on how we can assist in your intellectual property, commercial litigation, divorce, or other personal needs, let us know how we can help you:
WILSON WHITAKER RYNELL
Thank You for Contacting Us!
Your information has been sent, and we will contact you shorlty...issues.
WILSON WHITAKER RYNELL
Oops, there was an error sending your message.
Please try again later.
Disclaimer:
This form does not establish an attorney-client relationship, and should only be used to contact the firm about scheduling a call or meeting. No confidential or sensitive information should be sent using this form.
We represent clients nationwide, including Dallas, Austin, Houston, and other Texas areas such as Fort Worth, Arlington, Carrollton, Plano, Allen, Lewisville, Flower Mound, Irving, Denton, McKinney, North Richland Hills, and all cities within Dallas County, Tarrant County, Collin County, and Denton County.
Wilson Whitaker Rynell
16610 Dallas Parkway, Suite 1000
Dallas, Texas 75248
972-248-8080 (MAIN)
972-248-8088 (FAX)
info@wrrlegal.com (E-MAIL)