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					 Trademarks On The Internet
• Marty Schwimmer

• Of Counsel, Moses and Singer
• Principal, Schwimmer Mitchell
        This Talk

Things That Occurred To Me On
     The Way Over Here
          UnPresentation
• The sum of the expertise of the people
  in the audience is greater than the sum
  of expertise of the people on stage.

• Marty@schwimmerlegal.com
    A Survey Of Online Issues
•   Search Engines
•   Virtual Environments
•   User Generated Content
•   Coulrophobia
                                   tm
        Brand As Navigator
•   Domain Names as Search Tools
•   Banner Ads
•   GoTo.com
•   Paid Inclusion / Paid Search
•   Keywords
       Keyword Ad Scenarios
•   Coke Buys „Pepsi‟ As Keyword
•   “I am Pepsi”
•   “Compare to Pepsi”
•   “I am Coke” / “I sell Cola”
 Variants of Keyword Buys #1
• Broad matching

• TENNIS SHOES returns

• TENNIS SNEAKERS, SHOES TENNIS
 Variants of Keyword Buys #2
• Phrase Matching

• TENNIS SHOES
• Returns
• TENNIS SHOES, RED TENNIS
  SHOES
 Variant of Keyword Buys #3
• Exact Match

• TENNIS SHOES
• Will not return
• RED TENNIS SHOES
 Variant of Keyword Buys #4
• Negative Keywords

TENNIS SHOES, CHEAP as negative
Returns
RED TENNIS SHOES, not CHEAP
 TENNIS SHOES
        Coke: “I Am Pepsi”
• Search engine will likely take down the
  ad
  Coke: “Compare to Pepsi”
• Google will likely take down
• Yahoo will likely not take down
• What is the caselaw on comparative
  advertising?
 Coke: I am Coke / I sell Cola
• Is this use in commerce?
       Coke: I am Coke / Cola
•   User Expectations and Switching Costs
•   Polo shop in Macy‟s - Netscape dissent
•   Lonely MovieBuff on the highway
•   Facing page in the yellow pages
•   Well placed next to the anchor store
     Liability for the Search
              Engine?
• American Blind
Virtual Environments
        Virtual Environments
•   Subject matter jurisdiction?
•   Personal jurisdiction?
•   Relatedness of goods?
•   Andy Warhol‟s soup can vs. diecast
    model
Control Over Avatars
   User Generated Content
• MySpace
• False False Endorsement
   User Generated Content
• Gaming Digg
   User Generated Content
• Pay Per Post
 Food Coloring in Swimming
           Pools
• 09 F9
    The Word Of The Day
•
        Word Of the Day
• Coulrophobia
           Coulrophobia
• Fear of clowns
Fear of Clowns
No Fear of Clowns
        UnPresentation
• Marty@schwimmerlegal.com

				
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posted:12/26/2010
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