{"id":40544,"date":"2023-02-08T12:00:00","date_gmt":"2023-02-08T17:00:00","guid":{"rendered":"https:\/\/www.iposgoode.ca\/?p=40544"},"modified":"2023-02-08T12:00:00","modified_gmt":"2023-02-08T17:00:00","slug":"jack-daniels-marks-its-territory","status":"publish","type":"post","link":"https:\/\/www.yorku.ca\/osgoode\/iposgoode\/2023\/02\/08\/jack-daniels-marks-its-territory\/","title":{"rendered":"Jack Daniel\u2019s Marks its Territory"},"content":{"rendered":"\n<hr>\n<p><em>Ariel Goldberg is a 1L JD Candidate at Osgoode Hall Law School.<\/em><\/p>\n<hr>\n<p>Usually, a dog toy\u2019s squeak echoes throughout a home. A Jack Daniel\u2019s bottle-shaped dog toy called \u201cBad Spaniels\u201d will be heard at the U. S. Supreme Court and could bark <a href=\"https:\/\/news.bloomberglaw.com\/ip-law\/bad-spaniels-toy-hall-pass-pits-trademarks-first-amendment\">new rules<\/a> for trademark use in expressive works. Will it bite?<\/p>\n<p>Jack Daniel\u2019s Properties, Inc.\u2019s (\u201cJack Daniel\u2019s\u201d) petition to the U. S. Supreme Court explains that the case addresses a significant reoccurring tension in trademark and trade dress protection under the U. S.\u2019s <em>Lanham Act<\/em>: <a href=\"https:\/\/www.supremecourt.gov\/DocketPDF\/22\/22-148\/233482\/20220815135341762_Jack%20Daniels%20Petition%20for%20Writ%20of%20Certiorari_8.5.22_as%20refiled%208.15.22.pdf\">\u201cunder what circumstances does humorous use of another\u2019s trademark as one\u2019s own mark on a commercial product constitute trademark infringement or dilution.\u201d<\/a> VIP Products LLC (\u201cVIP Products\u201d) runs the e-commerce website <a href=\"https:\/\/mydogtoy.com\/\">MyDogToy.com<\/a>. Under the shopping category \u201c<a href=\"https:\/\/mydogtoy.com\/silly-squeaker\">Silly Squeakers<\/a>\u201d, VIP Products sells an array of dog toys that parody existing brands\u2019 trademarks and trade dress including a Mountain Dew bottle that reads \u201c<a href=\"https:\/\/mydogtoy.com\/p\/Silly-Squeaker-Beer-Bottle-Mountain-Drool\">Mountain Drool<\/a>\u201d, a Baileys bottle called \u201c<a href=\"https:\/\/mydogtoy.com\/p\/Silly-Squeaker-Liquor-Bottle-TailFleas\">Tailfleas<\/a>\u201d and, the toy at issue, a nearly identical Jack Daniel\u2019s Old No. 7 Brand Tennessee Sour Mash Whiskey bottle altered to say \u201c<a href=\"https:\/\/mydogtoy.com\/p\/Silly-Squeaker-Liquor-Bottle-Bad-Spaniels\">Bad Spaniels<\/a>.\u201d<\/p>\n<p>Image from <a href=\"https:\/\/www.supremecourt.gov\/DocketPDF\/22\/22-148\/233482\/20220815135341762_Jack%20Daniels%20Petition%20for%20Writ%20of%20Certiorari_8.5.22_as%20refiled%208.15.22.pdf\">Jack Daniel\u2019s U. S. Supreme Court Petition<\/a>.<\/p>\n<p>Initially, <a href=\"https:\/\/www.supremecourt.gov\/DocketPDF\/22\/22-148\/233482\/20220815135341762_Jack%20Daniels%20Petition%20for%20Writ%20of%20Certiorari_8.5.22_as%20refiled%208.15.22.pdf\">the district court held<\/a> that the \u201cBad Spaniels\u201d dog toy likely causes consumer confusion and tarnishes Jack Daniel\u2019s marks. On appeal, <a href=\"https:\/\/www.supremecourt.gov\/DocketPDF\/22\/22-148\/233482\/20220815135341762_Jack%20Daniels%20Petition%20for%20Writ%20of%20Certiorari_8.5.22_as%20refiled%208.15.22.pdf\">the Ninth Circuit reversed<\/a> the decision holding that the likelihood-of-confusion test would not apply because the toy is an expressive work with First Amendment protection of freedom of speech. The Ninth Circuit applied the <em>Rogers Test <\/em>from the Second Circuit\u2019s <a href=\"https:\/\/law.justia.com\/cases\/federal\/district-courts\/FSupp\/695\/112\/2345732\/\"><em>Rogers v. Grimaldi<\/em><\/a> (1989) decision. <a href=\"https:\/\/www.supremecourt.gov\/DocketPDF\/22\/22-148\/233482\/20220815135341762_Jack%20Daniels%20Petition%20for%20Writ%20of%20Certiorari_8.5.22_as%20refiled%208.15.22.pdf\">The two-pronged test balances<\/a> free speech and trademark protection by allowing the use of trademarks in expressive works if artistically relevant and not explicitly misleading. Here, the trademark use was artistically relevant to the <a href=\"https:\/\/www.supremecourt.gov\/DocketPDF\/22\/22-148\/233482\/20220815135341762_Jack%20Daniels%20Petition%20for%20Writ%20of%20Certiorari_8.5.22_as%20refiled%208.15.22.pdf\">\u201cjoke about dogs defecating on a carpet.\u201d<\/a> <a href=\"https:\/\/www.supremecourt.gov\/DocketPDF\/22\/22-148\/233482\/20220815135341762_Jack%20Daniels%20Petition%20for%20Writ%20of%20Certiorari_8.5.22_as%20refiled%208.15.22.pdf\">Next<\/a>, the toy was not explicitly misleading because VIP Products altered the trade dress. The toy had a disclaimer on the back of the toy that stated that Jack Daniel\u2019s was not affiliated.<\/p>\n<p>Jack Daniel\u2019s petition argues that the Ninth Circuit\u2019s \u201c<a href=\"https:\/\/www.supremecourt.gov\/DocketPDF\/22\/22-148\/233482\/20220815135341762_Jack%20Daniels%20Petition%20for%20Writ%20of%20Certiorari_8.5.22_as%20refiled%208.15.22.pdf\">egregiously wrong<\/a>\u201d decision <a href=\"https:\/\/www.supremecourt.gov\/DocketPDF\/22\/22-148\/233482\/20220815135341762_Jack%20Daniels%20Petition%20for%20Writ%20of%20Certiorari_8.5.22_as%20refiled%208.15.22.pdf\">\u201cunjustifiably transforms humor into a get-out-of-the-Lanham-Act-free card\u201d<\/a> allowing for companies similar to VIP Products to tarnish trademarks and create mass marketplace confusion. Jack Daniel\u2019s <a href=\"https:\/\/www.supremecourt.gov\/DocketPDF\/22\/22-148\/233482\/20220815135341762_Jack%20Daniels%20Petition%20for%20Writ%20of%20Certiorari_8.5.22_as%20refiled%208.15.22.pdf\">highlights<\/a> that the courts of appeal are divided on this issue, specifically that the Ninth Circuit\u2019s use of heightened First Amendment Protection for humorous trademark use conflicts with the decisions of other Circuit courts. . These circuits have not used the First Amendment and instead applied the traditional likelihood-of-confusion test with consideration towards the humor or parody as a factor against the mark holder. For example, in <a href=\"https:\/\/www.lexisnexis.com\/community\/casebrief\/p\/casebrief-louis-vuitton-malletier-s-a-v-haute-diggity-dog-llc\"><em>Louis Vuitton Malletier, SA v. Haute Diggity Dog, LLC<\/em><\/a><em>,<\/em> the Fourth Circuit held that Haute Diggity Dog\u2019s \u201c<a href=\"https:\/\/www.hautediggitydog.com\/collections\/fashion-hound-collection\/products\/white-chewy-vuiton-purse\">Chewy Vuitton\u201d dog toy<\/a> successfully parodied Louis Vuitton\u2019s handbags through applying the likelihood-of-confusion test with humour as a factor.<\/p>\n<p>Essentially, Jack Daniel\u2019s wants the U. S. Supreme Court to create a higher bar for parody works which would create more ease for mark holders to address consumer confusion and dilution from parodies. The main concern is the use of humour to gain immunity. <a href=\"https:\/\/www.fordham.edu\/info\/23380\/susan_scafidi\">Susan Scafidi<\/a>, the academic director of Fordham University Fashion Law Institute, <a href=\"https:\/\/www.fastcompany.com\/90817565\/supreme-court-dog-toys-jack-daniels-parody\">explains<\/a> that \u201cevery brand with a beloved trademark is worried about seeing cheesy versions of its primary corporate asset used to sell not only dog toys, but also &nbsp;a vast range of other novelties that, over time, could cheapen the perception of the brand.\u201d In addition, <a href=\"https:\/\/news.bloomberglaw.com\/ip-law\/bad-spaniels-toy-hall-pass-pits-trademarks-first-amendment\">others disagree<\/a> that dog toys are expressive works because its purpose is to be played with by dogs.<\/p>\n<p>However, the argument to raise the bar for parody works is contentious. <a href=\"https:\/\/hls.harvard.edu\/faculty\/rebecca-tushnet\/\">Rebecca Tushnet<\/a>, a professor at Harvard Law School and author of a brief opposing Jack Daniel\u2019s <a href=\"https:\/\/news.bloomberglaw.com\/ip-law\/jack-daniels-denied-shot-to-argue-dog-toy-loss-to-supreme-court\">2020 Supreme Court bid<\/a>, highlights that trademark law exists to protect consumers from fraudulent products rather than clear humorous uses of existing trademarks and trade dress. <a href=\"https:\/\/news.bloomberglaw.com\/ip-law\/bad-spaniels-toy-hall-pass-pits-trademarks-first-amendment\">Further,<\/a> expressions on a canvas are not meaningfully legally distinctive from expressions on a dog toy.<\/p>\n<p>The U. S. Supreme Court decision will be a significant precedent. In <a href=\"https:\/\/www.iposgoode.ca\/2022\/07\/whats-new-in-the-metaverse-the-line-between-artistic-expression-and-commercial-goods-may-soon-exist\/\"><em>Herm\u00e8s v. Rothschild<\/em>,<\/a> Mason Rothschild claimed his fur-covered Birkin bag NFTs, MetaBirkins, satisfied the <em>Rogers Test<\/em> by being artistically relevant and not explicitly misleading. Clearly, the humorous use and reworking of existing trademarks and trade dress is here to stay making Jack Daniel\u2019s shot at heightened First Amendment protection highly relevant. Time will tell if Jack Daniel\u2019s is barking up the wrong tree.<\/p>\n\n\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2140,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":""},"categories":[3,65,1058,60,74,62],"tags":[4220,4863,4562,656,4864,73,56],"class_list":["post-40544","post","type-post","status-publish","format-standard","hentry","category-blogs","category-copyright","category-freedom-of-speech","category-ip","category-parody-fair-dealing-copyright-ip","category-trademarks","tag-ariel-goldberg","tag-dog-toys","tag-expression","tag-free-speech","tag-jack-daniels","tag-parody","tag-trademarks"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Jack 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