Strategies for IP Protection in Online Platforms mike rodenbaugh
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Strategies for IP Protectionin Online Platforms
mike rodenbaugh
American Conference Institute E-SummitApril 24, 2008
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Keywords and Domain Names
• Keyword/trademark advertising – "use" of a third party's trademark in commerce?– how and when to stop others from bidding
• Different search engines -- different policies• Domain name tasting; PPC cybersquatting • Phishing on the rise• Confronting infringers• Policy Development?
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Native v. PPC results
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Pay-per-click Ads = UGC?
• Advertisers choose ad text and keywords– With some help from search engine ad providers– Keyword generators , editing, review– Terms of Service, of course, make advertiser responsible
for content and keywords
• PPC domain registered by owner– Content (context) provided by domain owner– Ad feed provided by Google or Yahoo!– Advertisers can opt out of specific domains, or from domain
parking channel
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Keyword Bidding = TM “Use”?
• 2d Circuit courts say NO – claim dismissed– Buyers: Merck, Hamzik, FragranceNet– Platform: Rescuecom v. Google (on appeal)
• Other Circuit courts say YES – claim continues– Buyers: Edina Realty, Buying for the Home, JG
Wentworth– Platforms: Geico, American Blinds, JR Cigar
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Keyword Bidding -- Europe
• France – Google liable for TM infringement for suggesting TMs as relevant keywords in relation to generic terms
• Germany – Google did not make TM use• Italy – neither Google nor advertiser made TM use• Netherlands – advertiser did not infringe• UK – Yahoo! did not infringe by “broad match” of ads
competitive to Mr. Spicy, for ‘spicy’ queries; and did not make TM use
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Trademark Policy
• TM keyword bid only permitted in “Sponsored Search” if:– Nominative fair use -- resellers– Descriptive use -- information site AND not selling or
promoting competitive goods– Will not address TM complaints in native search
results
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TM Policy - AdWords• Two choices: Specific complaint, or general
– Specific complaint vs. specific URLs– general complaint vs. all ads, identify any authorized users
• US, Canada, UK/IE– will not disable keywords in response to TM complaint,
but will remove TM from ad text
• Rest of World– will disable TM as keyword and remove from ad text
• Either way, also will prevent from future use
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Trademarks As Keywords
Search term: Ford
Ad text:Compare Escape to EquinoxSee For Yourself How Chevy EquinoxStacks Up Against the Escape Now!www.chevyfirst.com
GM 100,000—Mile WarrantyCompare New GM Powertrain Warranty on 2007 GM Cars and Trucks Now!www.gm.com/warranty
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TM Policy -- AdSense
• encourage TM owners to resolve disputes directly with registrants or registrars(!)
• “As a courtesy to trademark owners, however, we are willing to perform a limited investigation of reasonable complaints.”
• Google also allows advertisers to opt out of domain channel
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TM Office Comes to CA. - 2008 13
Domain Name “Tasting”
• Register and “taste” name for 5 days• Measure traffic & revenue via PPC ads• Return 98% of domains for full refund• Keep and pay for profitable domain names• Monetize domain names via PPC ads,
popups, redirection– Get paid by Google or Yahoo!– Wait for C&D, UDRP or ACPA complaint
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TM Office Comes to CA. - 2008 15
Domain Name Kiting
• Repetitive Tasting – Registrars and registrants taste (monetize)
domain names in bulk and delete them– Then, using an automated process, they
automatically re-register them... again and again.
– Often through affiliated entities, in effort to evade detection
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ISP Use of Non-registered Domains
TM Office Comes to CA. - 2008 17
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Domain Name Remedies
• Uniform Dispute Resolution Policy (UDRP)– Arbitration procedure mandated by ICANN via
domain name registration agreement– Rapid Time Scale – No Monetary Damages
• Anti-cybersquatter Consumer Protection Act (ACPA) – 15 USC 1125(d)– in personam– in rem
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Recent UDRP Cases of Note• Reseller makes bona fide offering and thus
legitimate use? • NASCARtours.com – Respondent prevails
because he offers ‘only tours of NASCAR events’ and provides prominent disclaimer
• GE-Merlin.com – Complainant prevails because of likely initial interest confusion, despite sale only of Merlins, and prominent disclaimers
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• Source: Verisign’s .com registry report, Apr. 2007
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ACPA Cases of Note• Vulcan Golf et al. vs. Google et al. (USDC N.D. IL,; Case No. 07-Civ-
3371)– Class action against registrants, parking companies, and
advertisers– Motion to dismiss denied in part (RICO and some state claims
dismissed; federal TM claims remain)
• Dell and Yahoo! et al v. BelgiumDomains et al. (USDC S.D. FL; Case No. 07-Civ-22674)
– Civil case for cybersquatting, counterfeiting, TM infringement– Federal seizure raid conducted with US Marshals– Pre-judgment asset freeze (+1 million domain names and
millions of dollars)
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Phishing Attacks Multiply
• Number of incidents and of targeted brands continues to rise
• Sophistication and efficiency of attacks continues to rise – esp. “fast flux” abuses
• Social networks frequently targeted, enabling spear phishing
• Phone phishing now common• IDNs becoming more widespread
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IDNs and new TLDs are coming!
• 简体中文 繁體中文 العربيةΕλληνικά हि�न्दी 日本語 한국어 יִידיש Русский فارسیதமிழ்
• .web, .blog, .sex … anywhere from 100 to 60 million other new TLD extensions
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IP Rights Protection Mechanisms
• Cybersquatting and Phishing is too quick and easy, and remedies are too expensive and slow
• Policy Development is needed to fix this• Potential options:
– Standardized Sunrise Registration Process– Faster and cheaper pre-UDRP process, with rapid
DNS suspension upon default– Rapid DNS suspension upon evidence of phishing
or malware (to be tested in dotAsia?)
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Questions?