Earlier this month the Canadian Federal Court handed retail toy retailer Toys “R” Us a victory in its trademark lawsuit alleging “depreciation of goodwill,” amongst different causes of motion together with trademark infringement and “passing off,” in opposition to B.C., Canada-based dispensary, Herbs “R” Us. For reference, the 2 logos will be seen right here:
Toys “R” Us was efficiently represented by Canadian agency Gowling WLG, which supplied an summary of the case and the “depreciation of goodwill” trigger of motion that’s much like a “dilution” or “tarnishment” declare right here in the United States. A “depreciation of goodwill” declare is meant to forestall the misuse of a trademark proprietor’s rights, even the place the weather haven’t been met to indicate infringement primarily based on probability of confusion or passing off. Such a declare requires that the trademark proprietor show:
- There has been trademark use of the model proprietor’s registered trademark or a mark “sufficiently similar” to the registered trademark to evoke a psychological affiliation between the 2 marks;
- The model proprietor’s trademark is sufficiently well-known to have important goodwill connected to it (although doesn’t require that the mark be well-known);
- That the model proprietor’s trademark was used in a fashion prone to affect that goodwill; and
- That the probably impact of that use could be to depreciate or injury the worth of the model proprietor’s goodwill.
In the case at hand, the decide discovered that Toys “R” Us did not have legitimate claims for both trademark infringement below part 20 or passing off below subsection 7(b) of the Trademarks Act, as a result of, however the similarities between the 2 marks in look, the court docket was not persuaded that “a consumer – even a casual one somewhat in a hurry with an imperfect recollection of the TOYS R US marks – would infer that [the goods and services of Herbs R Us and those of Toys R Us] were manufactured, sold or performed by the same person.”
In distinction, the court docket discovered that there was a probability that the goodwill in the TOYS R US marks would be broken or depreciated if Herbs R Us weren’t enjoined from utilizing their mark. The decide said that:
the creation of an affiliation between the Toys “R” Us and a hashish ‘dispensary,’ notably one which seems to be working with no license, and one which markets by social media with adult-themed content material stated to incorporate nudity and swear phrases, is ‘utterly inconsistent’ with the fame of the TOYS R US model, and that this affiliation is prone to tarnish the goodwill related to the [TOYS R US] Mark.
The court docket additionally concluded that there was “no reason for Herbs ‘R’ Us to adopt and use the HERBS R US trademark other than to trade off the goodwill and reputation established by Toys ‘R’ Us, and that this points to a finding of depreciation.”
In the U.S., the Federal Trademark Dilution Act (“FTDA”) defines trademark dilution as “the lessening of the capacity of a famous mark to identify and distinguish goods or services, regardless of the presence or absence of (1) competition between the owner of the famous mark and other parties, or (2) likelihood of confusion, mistake, or deception.”
Dilution by “tarnishment” happens when an infringing mark portrays the registered/infringed mark in a damaging gentle. Often claims of this nature contain intercourse, medication, criminality, and so forth. The argument to be made is that affiliation by customers of the 2 marks in these varieties of circumstances would injury the business worth of the infringed mark as a result of customers would affiliate the damaging qualities of the infringer’s mark with the infringed mark, damaging the fame of the infringed mark.
We’ve seen claims for dilution and tarnishment pop up in nearly each cannabis-related trademark lawsuit right here in the U.S., because the federally unlawful standing of hashish makes these varieties of claims look like low-hanging fruit. To the extent that hashish is being legalized in an increasing number of states, nonetheless, these claims have gotten much less believable.
As we’ve written earlier than, even for those who assume you’ve gotten a powerful case for parody in selecting a mark that performs off of an current model, which is commonly why hashish companies select these varieties of marks, your protection shall be weak to nonexistent. Having already defended some of these circumstances, we will let you know it’s simply not definitely worth the danger. Take this as one other mild reminder to steer clear of utilizing different firms’ branding, even for those who assume you’re doing in order some kind of parody.