The Online Guide to Marketing in the Information Age
|Marketing to Engineers
Marketing communications guru Robert W. Bly provides insight on reaching the technical mind.
Effectively Promoting Your Web Site
Building Your Own Web Site
Robert W. Bly's
Business-to-Business Copy Clinic:
Tips On Using Testimonials
Stalking The Perfect High-Tech Brochure
Marketing and the Law
What Web Site
Builders Need to Know About Trademark Law
If these issues don't yell "danger," you should read this article to find out why they should.
Builders Need to Know About Trademark Law
Copyright © Nolo Press 1998
Doing business on the Web doesn't spare you from many of the same laws and customs that govern businesses in the physical world. You must pay especially close attention to trademark law, which governs disputes between business owners over the names, logos and trademarks that identify their goods and services in the marketplace. Applied to Web businesses, trademark law determines when the use of a particular Internet domain name infringes someone else's trademark.
The two most fundamental rules of trademark law are:
Opening Your Doors to the World
Until several years ago, only companies doing business on a national or regional level needed to be concerned about trademark law. A local business could reasonably expect its marketing activities to be limited to a neighborhood, town, city or county. As long as the name used by the business to identify itself in the marketplace didn't seriously conflict with names used by other local businesses, there was little likelihood of customer confusion and so, little likelihood of legal conflict.
Today, the core concept of "local" has all but disappeared for many types of businesses. When you create a Web page, you enter a commercial realm that is in one stroke local, national and international. Local customers can search you out, but so can anyone anywhere in the U.S. or the world who has a computer and an Internet connection. Suddenly, you must pay attention to how your business name--or the names of products you are offering--fit within the vast sea of names that is the new world marketplace.
What's in a Name
The first trademark issue to arise when you create a Web page has to do with the name you give your Web site--called your Internet domain name. It's the unique part of your Internet address (Universal Resource Locator or URL). The Nolo Press URL, for instance, is http://www.nolo.com. The last part--nolo.com--is the domain name. Naturally, most businesses want the domain name for their Web site to be the same as their business name, so that customers can easily find their sites.
Here's where you can inadvertently court trademark trouble. If you choose a domain name that is the same or similar to a business name that is already in use as a trademark anywhere in the country (in physical or virtual space), you could find yourself in a trademark infringement dispute. If you are offering goods or services on your website, you could even be sued.
The entity responsible for assigning domain names does not check to see if a requested domain name violates an existing trademark. It is concerned only with whether the name is already taken as a domain name. In other words, being assigned the domain name you request says nothing about whether it will conflict with an existing trademark. If it is the same or similar to a famous mark or is likely to cause customers to confuse your site with the business or products carrying the existing mark, you could be in violation of trademark law.
If you do pick a domain name that creates a trademark conflict, you will most likely lose the name. Given the energy that goes into building domain name recognition, this could be a major blow to your business. Here's what could happen:
Before choosing a domain name, it is wise to conduct what's known as a trademark search. A trademark search hunts for any trademarks, federally registered or not, that conflict with your proposed domain name.
You can do your own trademark search at the U.S. Patent and Trademark Office Website, www.uspto.gov. Or you can pay someone to do it for you. One good trademark searcher is the Sunnyvale Center on Innovation, Invention and Ideas at www.sci3.com.
If possible conflicts turn up, use a variant of the golden rule. Do not use an existing mark as your domain name if use of the mark would seriously tick you off if you were the mark's owner.
PLEASE NOTE The information presented at MarketingToday is not legal advice, MarketingToday is not in the business of legal information, we are not lawyers, just publishers. We provide this information to help you understand the issues that we believe marketers should be aware of. We recommend that you consult a qualified attorney who specializes in trademarks, copyrights, advertising, intellectual property and the Internet for your questions or problems, we do.
PositionAgent - Monitor Website Search Engine Rankings - PositionAgent monitors where your website is ranked on top search engines for selected keywords and reports all listings and positions to help you get more hits.