Advertising Doesn’t Cost, It Pays (Unless You’re Not Careful)

Advertising, press releases, and even product packaging all communicate the company’s value proposition to the consuming public, but occasionally they can do more harm than good. These items are a direct reflection on the company and its products and services, and need to be carefully vetted. This is more than just careful proofreading, but fully vetting the content to reduce the risk of embarrassment and even legal problems.

Here is a checklist of things go consider when reviewing advertising, press releases, and product packaging :

Ownership

  • Did we create or obtain the right to use all of the text?
  • Did we create or obtain the right to use all of the images?
  • List all third party material used (including third party material we believe we acquired):
    • Do we have written permission to use the third party material, or has a Company lawyer concluded that the use is appropriate?

Publicity/Privacy

  • List each person identified, mentioned, or depicted.
    • Do we have written permission/release to identify, mention, or depict this person?
  • Does it appear that any person or entity is providing a testimonial or expressly or impliedly endorsing our products or services?
    • Do we have written permission/release to present this testimonial/endorsement?
    • Is the testimonial/endorsement accurate and fair?
    • If the testimonial/endorsement paid, is that fact disclosed?
  • Is there any reason to believe that the person identified, mentioned, or depicted could be controversial or divisive, or otherwise impair our image or that of our products and services?

Content

  •  Is the use of all unqualified superlatives necessary and justified?  (E.g., maximum, highest, lowest, critical, essential, important)
  • Is the use of all absolute terms necessary and justified? (E.g., -free, -proof)
  • Is the use of all terms necessary and justified? (E.g., -free, -proof)
  • Are claims regarding “free” (i.e., no-cost) accurate?
  • Are there any claims regarding safety?
    • Are they necessary?
    • Are they accurate?
  • Are any claims regarding improved truthful?
  • Have claims of improvement been vetted with legal (e.g. subsequent repair)?
  • Are claims regarding place of manufacture (e.g. “made in USA”) accurate?
  • If there are specific claims about our products or services (e.g. rankings or numerical data), are they accurate, provable, and documented?
  • If there are comparisons with third party products, are they accurate, provable, and documented?
  • If there are references to third parties or third party products, do we have express/implied permission, or are they otherwise legally justifiable?
    • Are all such references accurate, provable, and documented?
    • Are all such references not disparaging?

Our IP

  • TRADEMARKS
    • Existing Marks
      • List all existing marks used.
      • Are our existing trademarks used correctly?
        • Used as an adjective?
        • Presented correctly (in compliance with existing usage guidelines) and consistently?
        • Identified with a TM, SM, or ®?
        • Displayed Distinctively?
      • New Marks
        • List all existing marks used.
        • Have our new marks been cleared?
        • Have we applied to register our new marks?
        • Are our new trademarks used correctly?
          • Used as an adjective?
          • Presented correctly and consistently?
          • Identified with a TM, SM, or ®?
          • Displayed Distinctively?
  • Copyright Generally, press releases do not bear copyright notice as copying is to be encouraged.  However, packaging and advertising can and should be copyrighted.
  • Trade Secrets
    • Are any of our trade secrets or confidential information mentioned?
      • Should they be?
    • Are any third party trade secrets or confidential information mentioned?
      • Should they be?
  • Inventions/Patents
    • Are any of our inventions mentioned?
    • Has a patent application been filed?
      • Should the invention be mentioned/disclosed at this time?
    • Are any third party inventions mentioned?
      • Should the invention be mentioned/disclosed at this time?

Third Party IP

  • Trademarks
    • List all third-party marks used.
    • Are all third party trademarks use truthfully?
    • Are the third party trademarks used correctly?
      • Used as an adjective?
      • Presented correctly and consistently?
      • Identified with a TM, SM, or ®?
      • Displayed Distinctively?
    • Do we identify correct owner of mark or at least disclaim we are the owner of the mark?
  • Patents
    • Do we describe our products or services in a way that might indicate they are covered by a third party patent?
    • Do we make any claim about our product or service that might indicate they are covered by a third party patent?
  • Copyrights
    • Do we have written permission to use third party works (text, images)?
    • Do we use correct copyright notice?
  • Trade Secrets
    • Are we disclosing any third party confidential information?
    • Do we have written permission to do so? 

Disclaimers/Explanations

  • Are any disclaimers or explanations needed?  For example, related to: third party uses, claims or statements made about the product, guarantees or warranties made, depictions of the product or service.

IP New Year’s Resolution

Its the start of a new year, and here are ten things that you should consider to enhance your intellectual property in 2019:

  1. Revisit your employee agreement to ensure that the Company’s IP is adequately protected.
  2. Update your invention disclosure form. Even though we are operating in a first to file system, record keeping is still important to be able to prove/disprove derivation. Make sure that your forms are up to date.
  3. Take secrecy serious. Trade secret protection depends upon whether steps, reasonable under the circumstances, have been taken to protect the secrecy of the subject matter,
  4. Track agreements more closely. Do you know when the confidentiality and license agreements you have entered expire? Do you a process to ensure performance of these agreements?
  5. Evaluate inventions disclosures more critically. Not all inventions need protection — for example inventions that solve problems unique to your product are unlikely to be infringed by third parties.
  6. Take copyright seriously. Copyright provides wide ranging protection for advertising, packaging, websites, and other works of authorship. These rights are enhanced by the application of proper copyright notice, and prompt registration of the works.
  7. Make employee education a priority. Your employees are critical to protecting your intellectual property, and avoiding the intellectual property of others.
  8. Create a brand guide. Establish clear rules for the proper presentation and use of your trademarks. Publish these rules so that everyone inside the company, and outside the company uses your marks correctly.
  9. Create a social media policy. There are a surprising number of ways things can go wrong on social media, and some simple rules can prevent this from happening.
  10. E-mail better. Make sure your emails don’t put you and your activities in an unfairly light if they are viewed by outsiders.

Employee Agreements Revisited

This is a great time of year to revisit your employee agreements and update them if necessary. Changes to employee agreements generally must be supported by consideration, and end of year bonuses, salary adjustments, and promotions provide consideration to allow the employer to amend the agreement with existing employees.

In reviewing your employee agreement, considering the following:

Confidentiality

No disclosure or use of CONFIDENTIAL INFORMATION

Return of Company property and CONFIDENTIAL INFORMATION upon

Authorize contact with subsequent employers

Access to Company Computers Systems and Data

Inventions

Prompt and full disclosure of (a) inventions and discoveries, (b) copyrightable works

Proper record keeping

Treatment of prior inventions

Agreement to assign coupled with current assignment

Authorization of company to file patent applications and execute documents if employee is unable or unwilling to do so.

Agreement to cooperate/assist

No challenge to Company IP

Proper record keeping

Treatment of prior inventions

Agreement to assign and current assignment

Agreement to cooperate/assist and execute additional documents

Authorization of company to file patent applications and execute documents if employee is unable or unwilling to do so.

No challenge to Company IP

Treatment of prior inventions

Employee Conduct

□ Non-solicitation

Non-compete

Non-disparagement

Representations and Warranties: (a) freedom to enter Agreement and fully perform; (b) no undisclosed conflicting obligations; (c) no breach of prior obligations; (d) no knowingly use third party IP

Standard Provisions

Not an employment agreement/employee at will

Not an employment agreement/employee at will

Severability

Non-Waiver

Breach by employer not a defense to or prerequisite to performance

Choice of laws

Choice of forum

Integration

Modification

Acknowledge read and understood agreement

Further acts and assurances

Successors and assigns

Remedies

Consent to injunctive relief

Adequate consideration

Voluntary execution

Opportunity to consult counsel

Counterparts

Will Netflix have a Devil of Time Defending Suit Brought by Satanic Temple?

The Satanic Temple sued Netflix, for using a computer-generated image of Baphomet in the Chilling Adventures of Sabrina, that was allegedly that was apparently copied directly from a statue created for The Satanic Temple by sculptor Mark Porter.

While the images of Baphomet are similar, the similarities can be attributed to a drawing  of Baphomet by a 19th-century French occultist named Eliphas Levi. However a distinctive detail added by Mark Porter are two adoring children, a feature in Netflix’s version as well.

According to Rolling Stone, The Satanic Temple send a cease and desist letter, demanding action by November 9, 2018, but then jumped the gun and filed suit on the 8th.  But then again, who really trusts Satan?

 

Beauty is in the Eye of the Beholder, not the Fee Holder

A federal judge in New York awarded 21 graffiti artists a total of $6.7 million after a jury had found that a developer violated their VARA rights by destroying dozens of their murals at the 5Pointz complex when the owner demolished the buildings for redevelopment in 2014, yet property holder may still need schooling on the Visual Artists Rights Act, which gives artists rights that can interfere with the property owner’s right to use its land as it sees fee.

The most recent lesson is being given by Kyle Holbrook, a artist is suing the City Pittsburgh, its housing authority, the Urban Redevelopment Authority, the Port Authority of Allegheny County and numerous landowners and developers over the destruction of his murals, often as part of redevelopment projects.

This article shows some of the murals that were destroyed, and the redevelopment projects that the destruction permitted:

 

 

 

 

 

 

The problem is not the protection of artists, but the consequences of that protection, of which many property owners seem to be unaware.  The critical thing for property owners to remember is that VARA rights under 17 USC 106A can be waived:

The rights conferred by subsection (a) may not be transferred, but those rights may be waived if the author expressly agrees to such waiver in a written instrument signed by the author. Such instrument shall specifically identify the work, and uses of that work, to which the waiver applies, and the waiver shall apply only to the work and uses so identified. In the case of a joint work prepared by two or more authors, a waiver of rights under this paragraph made by one such author waives such rights for all such authors.
Before allowing original art to be installed on one’s property, the property owner should consider obtaining such a waiver.  Otherwise, future use and development of the property may be impaired.

Injunction Vacated; Defendants Free as a Bird to Distribute Film about Lynyrd Skynyrd Plane Crash

In Van Zant v. Cleopatra Records, Inc., [17‐2849](October 10, 2018), the Second Circuit reversed the judgment of the district court and vacated the injunction against defendants’ distribution of a film about Artimus Pyle’s experience as the drummer for Lynyrd Skynyrd, and the award of $632,110.91 in attorneys’ fees.

Pyle was a late-comer to Lynyrd Skynyrd, and was one of the survivors of the October 20, 1977, plane crash that killed several other band members. Several of the survivors agreed never to use the Lynyrd Skynyrd name, but in 1987 surviving band members embarked on a tribute tour to Lynyrd Skynyrd, which prompted a lawsuit that was settled with a consent order that:

3. Each of the Individual Defendants . . . shall have the right to exploit his . . . own respective life story in any manner or medium, including . . . [a] motion picture[] . . . . In such connection, each of the foregoing shall have the right to refer to “Lynyrd Skynyrd” and related matters and to describe and portray his experience(s) with “Lynyrd Skynyrd;” provided that no such exploitation of life story  rights is authorized which purports to be a history of the “Lynyrd Skynyrd” band, as opposed to the life story of the applicable individual.

Cleopatra approached Pyle for assistance in producing a film titled “Street
Survivors: The True Story of the Lynyrd Skynyrd Plane Crash,” and after a news article revealed that a film was in the works, plaintiff’s brought suit to enforce the consent order.  The district court issued a permanent injunction prohibiting distribution of the Film and other related activities, reasoning that even though Cleopatra not a party to the consent order, it had acted “in concert or participation” with Pyle to produce the Film, which violated the Consent Order.

The Second Circuit rejected the argument that this was a classic First Amendment violation involving an unlawful prior restraint, noting that no government entity was involved in obtaining the order.   The Second Circuit said that nevertheless, the case implicates free speech concerns, and two circumstances counsel caution in permitting an expressive work to be enjoined: first, it involves a restraint on the viewing of an expressive work prior to its public availability, and second, the injunction restricts
the actions of an entity that was not a party to the contract.

Ultimately the Second Circuit concluded that the injunction was unenforceable because it was insufficiently specific, permitting what it also appeared to prohibit.  Pyle was permitted to make a movie that describes his experiences with Lynyrd Skynyrd and to refer to the band, but he may not make a movie that is a history of the band.  The script for the movie that Cleopatra has been enjoined from distributing illustrated the inconsistency, or at least the insufficient specificity, of the terms of the Consent Order. The script tells the story of the plane crash in which some members of the band were killed and from which Pyle walked away.  That crash is part of the “history” of the band, but it is also an “experience” of Pyle with the band, likely his most important experience. Provisions of a consent decree that both prohibit a movie about such a history and also permit a movie about such an experience are sufficiently inconsistent, or at least insufficiently specific, to support an injunction.

Two judges joined the opinion, but wrote separately that in their view the movie script did not violate the Consent Order, further illustrating the point that the Consent order was insufficiently specific.

Private agreements that restrain speech must be clear and unambiguous to be enforceable.

 

The Marking Requirement is Alive and Well; Don’t Forget about Virtual Marking

The Federal Circuit recently faced a patent marking issue in Arctic Cat Inc. v. Bombardier Recreational Products Inc., [2017-1475] (December 8, 2017).  In that case, the patent owner Arctic Cat had previously licensed the patents in suit to Honda. The license agreement with Honda specifically stated that Honda “shall have no obligation or requirement to mark” its licensed products.  While this provision no doubt made sense to Arctic Cat at the time, it put at risk the damage award against accused infringer Bombardier for the period of time before Arctic Cat received actual notice of infringement.

The Federal Circuit held that an alleged infringer who challenges the patentee’s  compliance with § 287 bears an initial burden of production to articulate the products it believes are unmarked “patented articles” subject to § 287. Once the alleged infringer meets its burden of production, however, the patentee bears the burden to prove the products identified do not practice the patented invention.

Compliance with the patent marking statute can be difficult because the patent owner may have to change the molds or other equipment used in manufacture as the patent issues, and again as the patents expire or are invalidated (lest the patent owner be accused of false marking).  This obligation also extends to the patent owner’s licensees, but it is easy to understand why a licensee, such as Honda in this case, would not want to be bothered with marking.

 

However many patent owners appear to be unaware that the AIA made it easier for patent owners (and their licensees) to comply with the patent marking requirement.  While it could not have helped Arctic Cat and its licensee Honda in their pre-AIA license, amended §287(a) now allows the patentee to mark by “fixing thereon the word “patent” or the abbreviation “pat.” together with an address of a posting on the Internet, accessible to the public without charge for accessing the address, that associates the patented article with the number of the patent.”  Thus when patents issue or expire, a patent owner simply has to update a website – not change molds or printing plates.

A Report to Congress on virtual marking in 2014 concluded that “virtual marking has likely met its intended objectives of reducing manufacturing costs and facilitating public notice in certain situations.”  This assessment was probably correct, but virtual marking remains under-utilized.  Among virtual markers, some provide online lists:

TIVO: www.tivo.com/patents

Nanoleaf: http://nanoleaf.me/patents/

Densify: http://www.densify.com/company/virtual-patent-marking.htm

Arthrex: www.arthrex.com/corporate/virtual-patent-marking

Hill-Rom: http://www2.hill-rom.com/usa/PDF/Patent_20120609.pdf

 Actifio: https://www.actifio.com/patents/

some provide a downloadable list:

Bunn: www.bunn.com/patents

some provide lists for individual products:

Kimberly Clark www.kimberly-clark.com/patents

and some provide a searchable database:

St. Jude Medical: http://patent.sjmneuro.com/Public.

Virtual patent marking is one of the few benefits of the AIA, but inventors and their assignees do not appear to be taking advantage of it.

 

Copyright Claim from Out of the Blue

Leslie Weller has sued Gillian Flynn, author of the book Gone Girl, and a host of others for infringing Wellers’s copyright in a novel titled Out of the Blue.  What is interesting about this case (aside from the fact that every successful movie seems to be based upon copyright infringement) is the case for access by defendant.  Plaintiff emailed her script to a consultant whose books were edited by who was represented by the Levine Greenberg  who also represented defendant Flynn

Plaintiff’s claim is on its face plausible, but so convoluted, that defendant may be able to break the chain.  However, this Complaint, and others like it, are a reminder of the importance of keeping records of development, whether its a story as here, or a computer program or some other work, to be able to prove independent creation.

Plaintiff’s Complaint does identify a number of similarities in between Gone Girl and Out of the Blue, and it will be interesting to see the defendants response.  If there was no infringement, hopefully defendants have records to show the independent creation.

 

For God’s Sake, Copyright Does Not Protect Ideas, Only Expression

On December 6, 2107, Judge Louis Stanton dismissed Randy Brown’s copyright law suit again Time Warner, Turner Broadcasting, Cartoon Network, and others, based upon the claim that the television series Black Jesus infringed his short story Thank You Jesus.

Judge Stanton’s opinion concisely stated what every copyright owner needs to remember:

It is a principle fundamental to copyright law that a copyright does not protect an idea, but only the expression of the idea.

Judge Stanton found that there are “no similarities between the two works beyond the abstract and unprotected idea of an African American male protagonist named Jesus who believes that he is the Son of God.”  Review plot, characters, setting, themes and total concept and feel, he concluded that the concept of an African American Jesus who engages in allegedly “un-Jesuslike” conduct is an abstract idea, which is illustrated and expressed differently by entirely different stories in each work.  Judge Stanton found that no reasonable jury, properly instructed, could finding that the expressions of Thank You Jesus are substantially related to Black Jesus.

While the law does provided limited protection for ideas under certain circumstances, copyright does not.  Merely because a second work is based upon the same idea as a first work does not mean it infringes the copyright in the first work.