Keyword: freedom of competition

The Siren Song of the Subtle Copycat – Revisiting Trademark Law with Insights from Consumer Research external link

Senftleben, M. & Horen, F. van
The Trademark Reporter, vol. 111, num: 4, pp: 739-777, 2021

Abstract

The architecture of trademark protection systems rests on the assumption that brand imitation strategies are particularly harmful when they seek to achieve a high level of similarity by copying specific trademarked features of the original brand. Marketing research, however, shows that this assumption is doubtful. Subtle, theme-based imitation strategies – aiming at a modest degree of similarity – may allow copycats to garner greater profits and manipulate consumers’ purchasing decisions. Like an enchanting siren song, they may lure customers away from the original products of brand owners. Against this background, the paper discusses the question whether trademark law should be recalibrated. To lay groundwork for this discussion, the analysis outlines central functions of trademarks in today’s market economy before describing, on the basis of EU trademark law, the traditional approach to copycat strategies from a marketing and legal perspective. Introducing insights from recent marketing research, the paper explains why subtle, theme-based strategies may be more harmful than blatant, feature-based copying. The further examination places this insight in a legal context. Contrasting the empirical findings of marketing research with traditional assessment schemes in EU trademark law, it becomes apparent that there is a remarkable mismatch between legal theory and market reality. Current trademark provisions are not aligned with “real life” consumer perception. As a result, copycats with a subtle imitation strategy remain under the radar of applicable infringement tests. This dilemma is taken as a starting point to discuss the need for reforms in trademark law.

Advertising, blurring, conceptual marks, confusion, consumer perception, copycat brands, dilution, empirical legal studies, freedom of competition, frontpage, marketing research, Merkenrecht, new types of marks, similarity, tarnishment, trademark infringement, type of imitation, Unfair competition, unfair free-riding

Bibtex

Article{Senftleben2021b, title = {The Siren Song of the Subtle Copycat – Revisiting Trademark Law with Insights from Consumer Research}, author = {Senftleben, M. and Horen, F. van}, url = {https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3922568 https://www.ivir.nl/publicaties/download/TheTrademarkReporter_2021_4.pdf}, year = {1001}, date = {2021-10-01}, journal = {The Trademark Reporter}, volume = {111}, number = {4}, pages = {739-777}, abstract = {The architecture of trademark protection systems rests on the assumption that brand imitation strategies are particularly harmful when they seek to achieve a high level of similarity by copying specific trademarked features of the original brand. Marketing research, however, shows that this assumption is doubtful. Subtle, theme-based imitation strategies – aiming at a modest degree of similarity – may allow copycats to garner greater profits and manipulate consumers’ purchasing decisions. Like an enchanting siren song, they may lure customers away from the original products of brand owners. Against this background, the paper discusses the question whether trademark law should be recalibrated. To lay groundwork for this discussion, the analysis outlines central functions of trademarks in today’s market economy before describing, on the basis of EU trademark law, the traditional approach to copycat strategies from a marketing and legal perspective. Introducing insights from recent marketing research, the paper explains why subtle, theme-based strategies may be more harmful than blatant, feature-based copying. The further examination places this insight in a legal context. Contrasting the empirical findings of marketing research with traditional assessment schemes in EU trademark law, it becomes apparent that there is a remarkable mismatch between legal theory and market reality. Current trademark provisions are not aligned with “real life” consumer perception. As a result, copycats with a subtle imitation strategy remain under the radar of applicable infringement tests. This dilemma is taken as a starting point to discuss the need for reforms in trademark law.}, keywords = {Advertising, blurring, conceptual marks, confusion, consumer perception, copycat brands, dilution, empirical legal studies, freedom of competition, frontpage, marketing research, Merkenrecht, new types of marks, similarity, tarnishment, trademark infringement, type of imitation, Unfair competition, unfair free-riding}, }

Intermediary Liability and Trade Mark Infringement – Proliferation of Filter Obligations in Civil Law Jurisdictions? external link

Senftleben, M.
1126, pp: 381-403

Abstract

The erosion of the safe harbour for hosting in the EU Directive on Copyright in the Digital Single Market (CDSM Directive) leads to a remarkable climate change in the field of EU copyright law and the civil law jurisdictions of continental EU Member States. Inevitably, it raises the question of potential repercussions on the safe harbour for hosting and filtering standards in trademark cases. Even though online marketplaces are explicitly exempted from the new copyright rules and the CDSM Directive is not intended to neutralize the safe harbour for hosting in trademark cases, the adoption of a more restrictive approach in copyright law may quicken the appetite of trademark proprietors for similar measures in trademark law. The extension of the new copyright approach to trademark cases, however, is unlikely to yield satisfactory results.Due to the different conceptual contours of trademark rights, a system mimicking the filtering obligations following from the CDSM Directive would give trademark proprietors excessive control over the use of their trademarks in the digital environment. Such an overbroad system of automated, algorithmic filtering would encroach upon the fundamental guarantee of freedom of expression and freedom of competition. It is likely to have a chilling effect on legitimate descriptive use of trademarks, comparative advertising, advertising by resellers, information about alternative offers in the marketplace, and use criticizing or commenting upon trademarked products. As a result, consumers would receive less diverse information on goods and services and the free movement of goods and services in the internal market would be curtailed. The reliability of the internet as an independent source of trademark-related information would be put at risk. The analysis, thus, leads to the insight that a proliferation of the new filtering obligations in copyright law is undesirable and should be avoided.

algorithmic enforcement, confusion, Content moderation, descriptive use, dilution, exhaustion of trademark rights, filtering obligations, free movement of goods and services, freedom of commercial expression, freedom of competition, frontpage, market transparency, Merkenrecht, parallel imports, platform economy

Bibtex

Chapter{Senftleben2020g, title = {Intermediary Liability and Trade Mark Infringement – Proliferation of Filter Obligations in Civil Law Jurisdictions?}, author = {Senftleben, M.}, url = {https://www.ivir.nl/publicaties/download/Intermediary_Liability_and_Trade_Mark_Infringement.pdf https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3736919 https://www.oxfordhandbooks.com/view/10.1093/oxfordhb/9780198837138.001.0001/oxfordhb-9780198837138}, year = {1126}, date = {2020-11-26}, abstract = {The erosion of the safe harbour for hosting in the EU Directive on Copyright in the Digital Single Market (CDSM Directive) leads to a remarkable climate change in the field of EU copyright law and the civil law jurisdictions of continental EU Member States. Inevitably, it raises the question of potential repercussions on the safe harbour for hosting and filtering standards in trademark cases. Even though online marketplaces are explicitly exempted from the new copyright rules and the CDSM Directive is not intended to neutralize the safe harbour for hosting in trademark cases, the adoption of a more restrictive approach in copyright law may quicken the appetite of trademark proprietors for similar measures in trademark law. The extension of the new copyright approach to trademark cases, however, is unlikely to yield satisfactory results.Due to the different conceptual contours of trademark rights, a system mimicking the filtering obligations following from the CDSM Directive would give trademark proprietors excessive control over the use of their trademarks in the digital environment. Such an overbroad system of automated, algorithmic filtering would encroach upon the fundamental guarantee of freedom of expression and freedom of competition. It is likely to have a chilling effect on legitimate descriptive use of trademarks, comparative advertising, advertising by resellers, information about alternative offers in the marketplace, and use criticizing or commenting upon trademarked products. As a result, consumers would receive less diverse information on goods and services and the free movement of goods and services in the internal market would be curtailed. The reliability of the internet as an independent source of trademark-related information would be put at risk. The analysis, thus, leads to the insight that a proliferation of the new filtering obligations in copyright law is undesirable and should be avoided.}, keywords = {algorithmic enforcement, confusion, Content moderation, descriptive use, dilution, exhaustion of trademark rights, filtering obligations, free movement of goods and services, freedom of commercial expression, freedom of competition, frontpage, market transparency, Merkenrecht, parallel imports, platform economy}, }

Signs Eligible for Trademark Protection – Dysfunctional Incentives and a Functionality Dilemma in the EU external link

Senftleben, M.
1126, pp: 209-225

Abstract

In the European Union (EU), the criteria for determining a sign’s eligibility for trademark protection are harmonized to a large extent. On the one hand, the trademark legislation and office practices in EU Member States have to keep within the harmonized legal framework set forth in the EU Trade Mark Directive (TMD). On the other hand, the European Union Trade Mark Regulation (EUTMR) provides for a set of eligibility criteria that apply to European Union Trade Marks (EUTM) with equal effect throughout the EU territory. As the rules in the Regulation are in line with those in the Directive, the two legislative instruments constitute a robust body of harmonized norms informing the decision on the registration of a sign as a trademark. The harmonizing effect is enhanced by the fact that national courts have to refer questions relating to the application and interpretation of eligibility criteria to the Court of Justice of the European Union (CJEU). As in other regions of the world, the criteria applied to determine eligibility for trademark protection are quite flexible in the EU. The open-ended definition of protectable subject matter leaves room for the extension of trademark protection to non-traditional types of marks, such as shape, sound and colour marks. Trademark offices applying EU trademark law have also accepted, for instance, abstract colours and colour combinations, motion and multimedia marks, melodies and sounds, taste marks, hologram marks and position marks. The analysis of the trend to register non-traditional marks in the EU outlines the legal framework which the CJEU developed to assess the eligibility of non-traditional types of source identifiers for trademark protection. On this basis, it discusses the objective to safeguard freedom of competition and the legal instruments which the CJEU employs for this purpose: the requirement of providing evidence of the acquisition of distinctive character through use in trade and the categorical exclusion of functional signs from trademark protection. Drawing conclusions, it will become apparent that the basic requirement of distinctive character plays an ambiguous role in the regulation of access to trademark protection for non-traditional marks. It is both an obstacle to trademark protection and an incentive for enhanced investment in non-traditional types of marks.

depletion theory, distinctive character, eu-recht, freedom of competition, frontpage, functionality doctrine, harmonization in the EU, Merkenrecht, need to keep free, non-traditional types of marks, proof of acquired distinctive character, retroactive effect, secondary meaning, Trademark law, trademark law reform

Bibtex

Chapter{Senftleben2020f, title = {Signs Eligible for Trademark Protection – Dysfunctional Incentives and a Functionality Dilemma in the EU}, author = {Senftleben, M.}, url = {https://papers.ssrn.com/sol3/papers.cfm?abstract_id=3717753 https://www.ivir.nl/publicaties/download/Signs_Eligible_for_Trademark_Protection.pdf https://doi.org/10.1017/9781108399456.014}, year = {1126}, date = {2020-11-26}, abstract = {In the European Union (EU), the criteria for determining a sign’s eligibility for trademark protection are harmonized to a large extent. On the one hand, the trademark legislation and office practices in EU Member States have to keep within the harmonized legal framework set forth in the EU Trade Mark Directive (TMD). On the other hand, the European Union Trade Mark Regulation (EUTMR) provides for a set of eligibility criteria that apply to European Union Trade Marks (EUTM) with equal effect throughout the EU territory. As the rules in the Regulation are in line with those in the Directive, the two legislative instruments constitute a robust body of harmonized norms informing the decision on the registration of a sign as a trademark. The harmonizing effect is enhanced by the fact that national courts have to refer questions relating to the application and interpretation of eligibility criteria to the Court of Justice of the European Union (CJEU). As in other regions of the world, the criteria applied to determine eligibility for trademark protection are quite flexible in the EU. The open-ended definition of protectable subject matter leaves room for the extension of trademark protection to non-traditional types of marks, such as shape, sound and colour marks. Trademark offices applying EU trademark law have also accepted, for instance, abstract colours and colour combinations, motion and multimedia marks, melodies and sounds, taste marks, hologram marks and position marks. The analysis of the trend to register non-traditional marks in the EU outlines the legal framework which the CJEU developed to assess the eligibility of non-traditional types of source identifiers for trademark protection. On this basis, it discusses the objective to safeguard freedom of competition and the legal instruments which the CJEU employs for this purpose: the requirement of providing evidence of the acquisition of distinctive character through use in trade and the categorical exclusion of functional signs from trademark protection. Drawing conclusions, it will become apparent that the basic requirement of distinctive character plays an ambiguous role in the regulation of access to trademark protection for non-traditional marks. It is both an obstacle to trademark protection and an incentive for enhanced investment in non-traditional types of marks.}, keywords = {depletion theory, distinctive character, eu-recht, freedom of competition, frontpage, functionality doctrine, harmonization in the EU, Merkenrecht, need to keep free, non-traditional types of marks, proof of acquired distinctive character, retroactive effect, secondary meaning, Trademark law, trademark law reform}, }