Friday, June 05, 2026

Promoting Progress: 50 Years of the Copyright Act from the Perspective of the Public Interest

AU Washington College of Law, Program on Information Justice & Intellectual Property

Chatham House rules.

Opening discussion: The Role of the Public Interest in Framing the Copyright Act of 1976

AI is sucking all the air out of © discussion about other topics. It doesn’t have to be the predominant question of © and the public interest. 76 Act was a point where libraries and educational institutions realized they had to advocate for the public interest, but it was basically them negotiating against publishers; DMCA was enacted w/ a broader coalition of public interest organizations. Now: parents, consumer groups pushing back against platforms, and now plaintiffs’ bar finding chinks in armor w/product liability suits. Question: is social media having an “Unsafe at any speed” moment? Is this a resurgence of digital consumer rights, or something else? If it is, can we imagine © as a part of this, e.g. in a digital consumer’s bill of rights? Should YT have to have due process before a third strike nukes your account? Doesn’t seem like Congress will change © law comprehensively any time soon; we’ll be living with the 76 Act for a while.

Enactment of 76 Act: keep in mind the excitement of that time, not b/c there was necessarily so much love for the new law or experience of the new law as a loss, but a collective idea that one was about to be presented with a new tool that was fundamentally different from what had come before—part of the first generation of lawyers who first applied the law (and then of course immediately began to complain about it). Present in the classroom and in practice for decades. Ben Kaplan’s advice to students: occasionally at least, one working in the field ought to represent clients who aren’t copyright owners; classes of such people with copyright-relevant interests did develop (called alleged infringers in the cases) but were not always visible at the time.

Authorship and Copyrightable Subject Matter - From the Sweat of the Brow Doctrine to Originality

Sweat of the Brow doctrine wouldn’t die—the directory cases were where the money was! BigLaw of the time was litigating directory cases b/c knowledge-based works were valuable. They all involved Lockean labor theory type claims. Connecting to AI: as people start to make AI output claims, they feel like twists on sweat of the brow—which was always a reward for capital investment into someone else’s labor—we shouldn’t reward the labor of operating capital-intensive machinery any more than we would do that.

We need a term to capture the AI output that would satisfy the originality standard if created by a human—a work, but not a work of authorship—to name that aspect of something that might also have human authorship in it. The human contribution: not really a derivative work; how do we conceive of the collective expression of the human/AI output? If mixed into interdependent work that would otherwise count as joint authorship, seems like we just have a single author—but have we really dealt with that issue (we don’t even know whether there can be joint authorship with someone who is an employee/making a WFH)? Will people find state law alternatives for protection that aren’t preempted? There are already attempts to create state protection.

AI on the Lot conference in LA: working lawyers’ perspectives in Hollywood: lots of lip service to need to center human creativity in AI generated work and the need to document it. See Jacob Noti-Victor’s current project on deciding infringement cases after AI. Using human actors & generated backgrounds: human-generated performances keep that package protected. There was some doubt about fully AI-generated animation.

Clients want to see prompts before they’re used to see if they are intentionally or unintentionally going to infringe. They also want indemnity for the studio.

Registration: how does this scale? How do I have to document & disclose my AI use? Is the Office going to be able to meaningfully review it anyway? Is this an empty exercise? Critterz: AI-generated short film from April 2023; used text prompts to create visual characters & background design. Was registered: Script was human, voices were human, editing was human, and humans animated the characters once designed, which included human performance capture. So registration isn’t surprising, but how did it do that?

General advice: infuse as much human involvement & control if possible at every step of creation and document those touchpoints—scripts; document how humans influenced, modified, selected/arranged/combined outputs. Instead of just text prompting, use outputs other than text: have a sketch fed into a multimodal engine; make text prompts as detailed as possible in case those will confer protection. Keep the original outputs confidential, including in your filing with the Office.

3 practical Qs: (1) The Office demands you disclaim © in AI generated stuff, but they may be wrong that you don’t have a © in that. Waiting on Theater De Opera Spatial case: fully AI-generated artwork based on a text prompt; challenging denial of registration. (2) how much specificity does the Office actually need in registration? Detailed audit trail (keep for litigation purposes but might not need to expose). (3) how do you keep people from copying unprotected bits? If you vague it up, people won’t be able to be sure what they can freely copy.

No pushback from Office for Critterz by saying: (1) “to the extent not copyrightable” andgeneral description of images, etc. generated by AI, with same disclaimer; (2) no detailed audit trail, and Office didn’t even publish their general 2-page description document with the registration, which doesn’t say much/can scale; (3) if you keep disclosures vague and specific outputs confidential, people can’t copy any part of the work w/o risking copying the human element. Great for © owner but calls into question whether

Is this right for registration? Burrow-Giles said: they made these choices so the whole thing is ©able.

Single Piece of American Cheese: the documentation of the creation was extensive, which led to a finding that the selection & arrangement was ©able even though the visuals were AI-generated. It may matter who you are: represented by BigLaw, perhaps you can vague it up more readily. Or if you signal that you are following Office policy.

What kind of market do you imagine? If you’re worried about wholesale copying, all you need is a Burrow-Giles ©. It’s only when you care about copying bits that this kind of copying really matters.

Sure, the “whole thing” is copyrighted, but not everything in Burrow-Giles was ©able—Oscar Wilde’s appearance was not copyrightable. A copy of the photo would be an infringement, but not another photo of Wilde.

If that’s what you believe, what have we accomplished with the Office’s policies where registrants don’t really tell you enough to decide what you can use?

Might become even harder to ascertain what’s protected than it already was. (Relevant: Jeanne Fromer’s work on scope and claiming by exemplar.) You can look at a photo and decide what’s ©able more easily (though not always!).

Costs of nailing scope down are generally not worth bearing at the registration stage, but what if AI changes that? Alternative discussed by Noti-Victor: Markman hearing analogy, so claim scope costs are not borne at registration stage but are still required early in infringement claim.

Multiple page-long prompts may be used for a single shot, including what lens was “used.”

The issue is that the output may not be copyrightable at all, even though there are always uncopyrightable elements in a work; we used to do this reasoning only in the context of infringement, not at the front end. Doing it at the front end is not stable/scalable b/c Feist says the tiniest bit of creativity is enough to make a work original.

Issue isn’t doctrine but economic power. Human creators/actors want creativity not b/c of © but b/c of labor power. Restraints should come from the outside.

Single Piece of American Cheese: wanted to prove concept of selection, coordination and arrangement resulting in © for people who didn’t have (other) artistic skills. That sounds nice, but consider the power of the owners of the tools. Adobe v. open source: nothing in our copyright doctrine speaks to that.

Fair Use and the Constitutional Purpose of Copyright

Start w/ assignment given to students: is the quote “use the force, Luke” substantially similar to Star Wars, the movie from which it comes? Half the students, reading the standard cases, say it is, b/c it’s recognizable and not de minimis. That is, when they just read the cases, they conclude: Fair use has to handle everything if there’s a recognizable quote.

This is a bad idea, and contributes to the challenges we’re facing in a world where a lot of the litigated fair use victories are big data, not uses of individual works.  Sometimes defending big data means denigrating acts of choosing a specific work to react to: 9th Circuit said in one of its Perfect 10 cases: “a search engine may be more transformative than a parody because a search engine provides an entirely new use for the original work, while a parody typically has the same entertainment purpose as the original work.” Robust fair use requires multiple types, not crapping on one type for the benefit of another.

Big data cases also highlight the distinction b/t straight reproductive copying and alteration: also important to avoid tilt towards the former on purpose-based grounds, which would mean that fair use was mainly for quotations in a different context and then once in a while for parody. The kind of analysis needed to produce ASTM v. Public Resource gave us a good result, but also heavily favors pure reproduction. One thesis: Warhol’s language has negative effects on copying that alters.

Relatedly: we face a risk of substituting fair use for substantial similarity analysis, which did great damage in Warhol. Example: concurrences in the Sedlik cases suggesting that b/c copying in fact was so obvious, there was obviously substantial similarity, leaving only fair use as a limit on use of photographic references. Asking about fair use first without establishing substantial similarity enlarges the scope of what courts consider protectable, to the detriment of future creators who might not do so well on the first and fourth factors.

Also, the way courts use factor three in small-amount cases—favoring fair use because the defendant took almost nothing protectable—sits poorly with the rest of the structure of fair use analysis.

Factor three is generally a calibrating factor: it assesses whether the defendant took more than was reasonable in light of the purpose of the use. That’s why full copies can be fair use, when a transformative purpose requires a full copy. Using fair use as a substitute for putting a lower bound on substantial similarity, by contrast, is purpose-independent, suggesting that taking only a little bit is a virtue in itself.

Third and relatedly, although there are justified predictable subclasses of fair use cases, the only justification for a small-amount subclass is to avoid the need to put a lower bound on substantial similarity. That has value to judges understandably looking for shortcuts, or for Justices looking to put together a majority (looking at you, Google v. Oracle), but it can’t supply overmuch in the way of predictability, and it has serious costs for the defendants who are forced to litigate the extra issues required for a fair use analysis, including expensive economic discovery.

Fourth, and potentially of greatest significance, Warhol may put defendants who didn’t take much, if anything, that was protectable at a significant disadvantage going forward. Because the Supreme Court suggested that competing uses were not transformative even if they had different meanings or impacts, and because defendants who copy a lot of unprotectable material tend to be using it in ways that compete with the plaintiff (or at least with the plaintiff’s licensees), such defendants may be particularly likely to have the highly important first fair use factor weighed against them. For the same reasons, the market harm factor will do the same—and courts often say that those are more important factors than two and three, where what I’m calling small-copying defendants do well. Rentmeester is a good example of a case where a similar-in-unprotectable-ways photo would fare badly on factors one and four—both photos of Michael Jordan depicted him as a star player of almost unearthly talent, and both would be fine illustrations for articles about him.

This problem is particularly acute in the context of litigation over training generative AI. Recently, the Copyright Office and one court have offered a new theory of “copyright dilution”: works produced by generative AI might cause market harm by flooding the market for certain genres. But this only looks like cognizable harm by skipping over the question of substantial similarity: unless the AI-generated works are themselves infringing because they contain substantial amounts of protectable expression, they should not (and I think constitutionally cannot) count as inflicting cognizable harm.  Quickly skipping past substantial similarity reduces infringement to a question of but-for causation. Even if you don’t like generative AI—and I don’t—that is the wrong standard. Shows how fair use and scope of protection need to be considered separately to do their modern jobs.

Is public interest really a fifth factor, rather than part of the fourth factor? Where does it really fit in?

Another issue: We have to figure out how to deal w/use by use analysis without chopping everything into too-small bits. Use by use analysis kind of makes sense, but we’re in early days figuring it out.

We the public can & should fit into all four factors, & Breyer actually did that in GvO.

Rhetoric of copying and morality that infuses every conversation: by the time we get to fair use, we’re using words of morality, which can lead to twisted or troublesome logic. We end up with analysis that starts with copying in fact & moves directly to fair use, or even skips over copying in fact. You can’t demand that the public do the inquiries in order as you can w/students—how do we shape the conversation about the moral valence of copying and fairness?

One concern is how much weight is being put on fair use—all of AI, much of computer programming, etc. Part of that is the dysfunctionality of Congress. And 76 Act doesn’t say what the infringement test is. Fair use is at least a test! Worries of judges in GvO: protectability would be across the board so it was more comfortable to use fair use instead which is case by case. Wild because protectability in GvO was also entirely case by case—nobody else was going to copy those 11,000 lines of code. Substantial similarity is also supposed to be case by case!

Structure is just more comfortable to many lawyers/students for analysis for fair use than seemingly unstructured analysis for substantial similarity (certainly no structure for infringement present in statute). Questions of law can be raised—that’s why we have more SCt decisions on fair use after the 76 Act, b/c now they can say they’re interpreting a statute.

Sedlik is an opportunity to think about clarifying infringement/substantial similarity. Commit to all the limits on ©! Not just fair use. Opportunity for a Leval-type theory for theorizing substantial similarity to reinterpret the test.

People are obsessed with copying in fact. We have a bench of people who like to think they’re originalists, but as we’re talking about the public interest being part of the fair use factors, that is a way to put the constitutional concept of “progress” into the factors. (Unless the public interest is market aggregation.)

Worst offender: Sotomayor, the most experienced © Justice, not an originalist, but substantial similarity analysis in 2d Circuit in Warhol is laughable and she just buys it.

Do you try substantial similarity and fair use together in one trial? Give the jury a special verdict form? Try substantial similarity first for PF infringement before getting to fair use, or let jury hear both together? Leval says: from now on, fair use facts should be decided through special verdict; jury answers those questions; judge makes ultimate determination.

AI makes some GvO/big data case features look regrettable in hindsight: (1) ignoring commercial v. noncommercial use. Puts us in position now where courts have to bless fair use by the most heavily capitalized industries on the planet who could clearly pay for what they want; if they find no fair use, that will prejudice the ability of noncommercial, public interest, open source AI efforts they might want to promote. (2) Google Books turned on copy protections at end of product, but open source AI means you aren’t the one deploying it or people can take them off even if you do deploy copy protections.

Model building bears more weight in fair use than in the real world—people are mad about outputs, but think the only thing they can actually control is model building, so they focus on that. They don’t think outputs are controllable. © has statutory damages and enforcement mechanisms so it seems like the point of control.

Judges resort to fair use to avoid big swings that set precedent they’re scared of: GvO and ASTM where they don’t want to say the standards aren’t copyrightable. But fair use can also be used to wave away bad consequences of protection decisions in Eldred and Golan. Sedlik: J Wardlaw was shaking with rage at the concept that the jury found the works not substantially similar. Courts will appeal to fair use if they broaden substantial similarity—allowing them to answer doctrinal questions w/o attending to public interest which is shoved into fair use.

First Sale – From Ownership to Licensing

People used to have book & music collections, and now that’s not how we access pop culture, educational materials, and everything else. Questions about the common law basis. Single recovery rule has public interest consequences that have been underexplored. Origins: early 20th c antitrust/competition cases, but SCt reiterated single recovery rule in Kirtsaeng, Lexmark—you get to recoup your costs through the first sale. You don’t get to make a sale over and over again. That’s the single recovery rule. Now honored in the breach through licensing despite SCt unanimity.

Recommendation: don’t use exhaustion and first sale interchangeably: whether a country decides to allow national exhaustion is different from first sale—Kirtsaeng was the first case to confirm that we have exhaustion as well.

Many countries don’t have broad exhaustion even internally—many countries have lending rights and we (mostly) don’t, as a clear choice. Heavy users don’t pay more for their copies as a conscious decision. But that’s destroyed by licensing, which requires libraries to pay substantially more than everyone else, putting users at mercy of platforms. For most users, that’s not horrible. For preservation, it’s horrible. At the margin it does allow platform or © owner to control ongoing uses.

Provocation: First sale is dead; get over it.

It matters that this is a wealth transfer to specific entities. Amazon is not principally passing on the revenues to authors to support authorship and creativity. It’s yet another wealth transfer to the platforms like Elsevier.

Libby/Overdrive is owned by private equity. So much profit being sucked out of this—makes publishers look good!

Publishers do get a share of a lot of this. Not all publishers are equal. Overdrive has over 95% of the public library, 774 million/year before sale to KKR. Publishers have always really disliked secondary markets like used book stores. Contract preemption: US is unique when it comes to contract preemption limiting exhaustion, creating a situation in which “first sale is dead” is a real possibility. But what is the technical solution for digital copies? Internet Archive case: if you scan something it’s a new copy. Without contract preemption there’d still be other contract doctrines that caused problems; this is like printing money for publishers/platforms so they want to defend it even with the huge problems for the public interest.

Restraints on alienation of chattels: those doctrines should be resurrected b/c of their public benefits. Lots of problems also stem from the contracts being really bad. 6-7 streaming platforms distribute 90% of video content; 5 ebook distributors; etc. Consumer protection and antitrust are important parts of the solution.

We need to be able to reuse our things: first sale is essential to conservation.

Digital first sale is going to be tough to achieve, but right to repair movement is a positive development.

©-specific policy interest relates to the public interest: access to knowledge. That is a double-edged sword when it comes to exhaustion & first sale. European reactions to Kirtsaeng/shift from ownership to access model: concern over disappearance of content. E.g., Infinity Train. There are advantages to high quantity uses paying more. What happened to prices in Thailand after Kirtsaeng? (One possible cite: Zhang, Z. and Feng, J, “Price of Identical Product with Gray Market Sales: An Analytical Model and Empirical Analysis,” Information Systems Research, 28(2), pp. 397-412, June 2017.) Global price discrimination might promote cheaper access to knowledge—exhaustion v. first sale.

109: every cobbled-together exception to allow Blockbuster, but not renting software. CleanFlicks at the bottom. All Bobbs-Merrill said was that if the legislature wants to modify the common law it has to do so explicitly. There’s no constitutional right; the legislature could erase access or © for any of these things. Book publishers would love to see first sale go away, b/c that’s the path for every AI company to build its corpus in training its model.

Details matter: do we want compulsory licenses at a set rate? The publisher decides whether a library gets the book? Does money go to the author? 109 could be the home of a new rule that says “you can’t scan a book for AI”—it would fit there. Or it could be the home of a rule that allowed that.

Consider anti-criticism licenses—you can use it as long as you don’t criticize it. That’s also a power issue.

Specific Exceptions: Lessons Learned

Questions about preservation, classroom use, other subjects of best practices—almost always come down to fair use because the specific exceptions haven’t been powerful for public institutions. Trying to craft specific exceptions will probably fail: too narrow b/c of negotiations with stakeholders; technology will change substantially by the time it makes it into actual law.

Copyright law is working great for libraries, but they don’t get to live in © space any more, they live in contract land. © policy choices reflect the public interest and we should be able to live in that land! 110(1) is amazing, 110(2) is not: when it aligns with your incentives and intuitions as an educator, as 110(1) does, an exception can be amazing. When it doesn’t, as with 110(2), it is not. We have a model for doing a good job: general, values-driven as in 110(1); horsetrading means it doesn’t work in 110(2).

Everyone is terrified of asking Congress to fix 110 b/c we know they won’t. What do you do? The only alternative is “fair use for everything,” with its own disadvantages. Think very carefully about long term implications of opportunities to enact change: university counsels can’t rely on 110(2). 108: not litigated; just used to apply savings clause to confirm that fair use is different. Maybe libraries are using it a lot and doing a bunch of things that don’t trigger litigation—that’s likely what’s happening.

Maybe fair use helps confidence that 108 means what libraries want it to mean. Jon Band’s Gravitational Pull paper—unintended effect could be to shade how we understand fair use.

As time went on and fair use proved expansive, librarians’ interpretations of 108 probably became broader/put a fair use gloss on 108. Compared to 110(1), which is clear, short, and understandable, and has developed its own fair use gloss—to allow distance education, doing what 110(2) doesn’t allow. The question for us: how did 110(1) get so good, even compared to 108?

Patry wrote that 110(1) came from language from an agreement b/t publishers & teachers, whereas 108 was trench warfare over 10 years. 110(1) was already existing practice of teachers; it was late-breaking insertion into the statute but not controversial. Tech constraints: they imagined teachers using mimeo machine in the principal’s office. But also: under the 1909 Act, public performance right was only for profit; when they decided to lift that restriction, they also decided to grandfather in existing practices—education, church, agricultural fairs, etc.

Don’t lose track of the damages part. You can think 108 means whatever you want and there’s essentially no litigation b/c you can’t get statutory damages against a librarian acting in good faith. Institutions need a substantive hook to point to say they’re good © citizens, and they need liability protection. Maybe that’s the formula: give an exception plus a statutory damages safe harbor. Libraries also are comprised of people who want to do the right thing.

Limitations and exceptions may contribute to courts thinking “if no exception then infringement” as we’re seeing in TM. Savings clause in 108 is really important. At oral argument in Hachette rights holders argued that 108 meant there was no need for fair use, but the cases have been very hostile.

But there are cases saying that “de minimis isn’t a listed defense so there’s no de minimis exception”—if it’s written too narrowly to be effective and has the compounding effect of broadening rights, that’s worse. [Like the statutory DMCA 1201 exceptions!]

University counsel might not be © experts; they like being able to look at a provision that says “notwithstanding the above, this isn’t an infringement.”

Penalties: Remedies, Secondary Liability, and their Consequences

Today’s Hikma borrows Grokster to really require active steps/intent to induce—the worry of loosening inducement is something the Court is signaling against. Gershwin no longer stands for material contribution + knowledge—it stands for inducement. Not causation!

What about vicarious liability? We’ll see more efforts to expand that to bypass Cox. But there’s also a case to be made for implications for vicarious liability in Cox. Basic takeaway from this and Hikma: they want to see purposeful, culpable conduct. Vicarious liability has been expanded past employer/employee, where lack of sufficient supervision was your problem/culpable conduct. So too w/independent contractors. But when you’re talking about entities that are farther apart, it will/should be harder to expand vicarious liability.

Also going to be pressure on volitional conduct: something that used to be considered indirect becomes direct, then you won’t have to worry about knowledge, intent, or control.

But if the courts take seriously that nothing in the statute gives rise to that broad liability, then there will be a narrowing. Wish it would have implications for 1202! Framing it as Twiqbal: when you just make general assertions in the complaint, that’s not enough.

eBay worked to limit injunctions—fewer sought, fewer granted. Libraries & educational institutions don’t need to worry about profit disgorgement; elsewhere, courts really need to think about disgorgement as a tool of equity, to be adjusted down where appropriate. Likewise, 103(a) should have equitable limits; otherwise Goldsmith might own the (c) to the Warhol images and the estate would have no (c) interest.

Good that SCt accepted cert in Cox on willfulness/statutory damages—they are clearly interested in the issue.

We should also be citing, quoting, relying on the Restatement of Copyright, which says that statutory damages should approximate actual damages.

Are class actions appropriate in © cases? Could we make more progress on that front?

Texaco was the key there: 80 journal publishers as a plaintiff class.

Build on what broke Google Books class certfication—similarity of interests or lack thereof.

Is there room for apology as a remedy or other equitable remedies unrelated to the economic conditions ordinarily associated with ©?

Here’s an argument: In our textualist era: there isn’t any contributory infringement provision in the © statute. Therefore Congress never authorized statutory damages for contributory infringement and they don’t apply.

Secondary liability in the context of TRIPS: Didn’t say anything about secondary liability, so countries have maximal flexibility on whether to adopt it.

If “to authorize” is the scope of secondary liability it will shrink in scope, which would be fine!

Thursday, June 04, 2026

Second Annual Aspiring Free Speech Scholars Workshop


jointly sponsored by the Sandra Day O’Connor College of Law (ASU)
and the Hoover Institution (Stanford University)

Because of a technical problem, any submissions before June 4, 2026 were lost; please resubmit (or submit for the first time) at the new URL listed below, https://tinyurl.com/aspiring-free-speech-scholars


Are you a law student, judicial law clerk, lawyer, or beginning academic hoping to publish a journal article on free speech law? Would you like the opportunity to get advice about your draft from leading free speech scholars?

If so, send us your draft by Sunday, August 16, 2026. (This should still be a draft article, not an article that’s already published or expected to be published within six months.) We plan to select the submissions that we think are particularly promising, and invite their authors to a workshop where they can present their papers and get helpful feedback on them. The workshop will be Saturday, October 24, 2026 (with dinner the night before) at the Sandra Day O’Connor College of Law in Phoenix. We will inform the selected authors by Tuesday, September 8, 2026.

We have funds to pay for transportation and lodging for the selected authors’ trips. Eligibility is limited to people who have so far published three or fewer law-related journal articles

We also plan to officially recognize zero to three of the top articles among those we review. If the authors wish, they can also have their articles reviewed for publication in the Journal of Free Speech Law (http://JournalOfFreeSpeechLaw.org), presumably after they revise the articles in light of the workshop feedback.

If you’re interested, please submit your draft at http://tinyurl.com/aspiring-free-speech-scholars (Google logon required). Please single-space, and format the article nicely, so we can more easily read it.

Please do not include your name or law school affiliation in the document or document filename, and please do not include an author’s note thanking your advisors and others. Please make your filename be the title of your article (or some recognizable subset of the article title). We want to review the article drafts without knowing the authors’ identities.

If you have questions, please check http://tinyurl.com/aspiring-free-speech-faq; if your question isn’t answered there, please e-mail volokh@stanford.edu.

Many thanks to the Stanton Foundation for its generous support.

* * *

James Weinstein, Dan Cracchiolo Chair in Constitutional Law and Professor of Law, Sandra Day O’Connor College of Law, Arizona State University

Eugene Volokh, Thomas M. Siebel Senior Fellow, Hoover Institution (Stanford University), and Gary T. Schwartz Distinguished Professor of Law Emeritus, UCLA School of Law

court allows TM and false advertising claims against "toxic backlink" SEO disparagement campaign (SEM, for minimization?)

Montway LLC v. Nexus AT LLC, 2026 WL 1552185, No. 25 C 13100, No. 26 C 1056 (N.D. Ill. Jun. 2, 2026)

Although the UCL unfair competition claims got kicked out, federal trademark and false advertising claims survive in this dispute between automotive transportation brokers. They provide  “automotive transportation services to a broad range of clients including individual car owners, auto dealerships, financial institutions (for vehicle repossession), rental car companies, original equipment manufacturers, and others.” Plaintiffs Montway and SGT have registered various trademarks related to their services, including “MONTWAY AUTO TRANSPORT” and “SGT AUTO TRANSPORT.”

Plaintiffs alleged that their SEO spending meant that, e.g., “Montway.com” is one of the first websites that Google returns when a user searches for “Montway,” “Montway Auto Transport,” “best car shipping company,” or “how to ship a car to another state.” Allegedly, SEO considers “trustworthiness.” Google allegedly measures website “trustworthiness” by measuring the quality of “backlinks,” which occur when links for a given website appear on other websites.

Nexus allegedly launched a toxic-backlink campaign to damage the companies by adding links to “Montway.com,” “sgtautotransport.com,” and other Montway and SGT subdomains on untrustworthy websites. Another toxic-backlinking technique to degrade SEO allegedly involves using misleading “anchor text” (the clickable text that appears on screen when text is hyperlinked) such as keywords related to online gambling and “adult content.”

Some of the toxic backlinks Nexus created allegedly used “sgtautotransport.com” as anchor text on websites like pokerstarcasinolives.com, or anchor text such as “online casino,” “hiding illegal funds,” “CBD products online,” “illegal border crossing,” “illegal drug distribution,” “corrupt influence,” “drug paraphernalia” and “heroin is a drug” leading to Montway or SGT’s websites. This creates the false impression that plaintiffs are connected to and/or affiliated with such products or services.

Montway sued for Lanham Act false advertising, trademark infringement, and tarnishment, as well as violation of Illinois consumer protection law and California’s UCL.  

False advertising: The allegedly false statements were in the “anchor text,” and they were plausibly literally false, e.g., anchor text stating “sgtautotransport.com” but connecting to a website like “pokerstarcasinolives.com,” or “online casino,” “hiding illegal funds,” “CBD products online,” and other similar statements connecting to SGT’s website. If anchor text states that “a link will lead to a website offering certain goods or services—car transport services or a variety of unsavory goods and services—but that the link actually takes the consumer to a different destination,” that’s false.

Plus, the allegations were that the anchor text created the impression that their services were affiliated with the spam websites as well as the unsavory products and services promoted on those websites, misleading consumers about the quality and type of services that Montway and SGT offer.

Was this commercial advertising or promotion? The Seventh Circuit doesn’t use Gordon & Breach, but instead applies the Lanham Act only to “traditional commercial advertising or promotion methods.” [Like… backlinks? I guess, because:] “Based on plaintiffs’ allegations, Nexus’s alleged toxic backlink campaign involves an innovation in communications media that is covered by the Lanham Act. Montway and SGT allege that they have made significant investments in online advertising, search engine optimization, and affiliate marketing to ensure they continue to reach prospective customers,” with which defendants interfered. [But that indicates that plaintiffs are involved in commercial advertising, not that defendants are. This is one of the early mistakes courts made about domain names.] The court agreed that “Nexus’s alleged toxic backlinking campaigns are comparable to negative advertising. … The alleged toxic backlinks serve the same goals as negative advertisements: to denigrate a competitor.” [That might work under Gordon & Breach, but I can’t see why that makes them comparable to traditional advertising and promotion methods.]

Plaintiffs also sufficiently alleged materiality or injury because the toxic backlinks and included anchor text allegedly “created the impression that their services are affiliated with untrustworthy websites and/or unsavory goods and services. According to Montway and SGT, this ultimately led to fewer consumers reaching their websites.”

[I really wonder what Google would say about all of this.]

Trademark infringement: Fact-intensive so no motion to dismiss for you despite defendant’s argument about the high degree of care used by consumers of the relevant services. The court doesn’t require the confusion to be about the source of defendants’ goods or services, but confusion about whether plaintiffs’ “services are affiliated with untrustworthy, spam-filled websites and/or the service advertised therein, rather than with the trustworthy services normally associated with the SGT Mark.” That doesn’t actually seem like trademark confusion to me, even if it’s disparaging false advertising.

The theory of harm here is purely algorithmic. In fact, the theory works without any allegations that any consumers ever hover over any of these links in order to see the allegedly disparaging connections. This is perhaps what a rump unfair competition common-law cause of action is for, but it’s not what trademark law is for and the Supreme Court has been pretty clear that the Lanham Act doesn’t cover all forms of unfair competition.

Tarnishment: Appallingly, the court finds fame sufficiently alleged because of allegations that Montway’s mark “has been in continuous use since at least July 2007” and, based on that use, the mark “has acquired consumer recognition, positive reputation, and extensive goodwill with consumers,” SGT’s mark has been in use since 2014 and, based on that use, SGT’s mark “has acquired consumer recognition, positive reputation, and extensive goodwill with consumers,” and they’ve spent hundreds of thousands of dollars each year to reach prospective consumers. No citation to the standard set forth in the statute or any case law. If a human being ever looked at the links—a big if—the negative associations qualify for the ordinary meaning of tarnishment, I suppose.

Illinois consumer protection: Fine, given what’s gone before.

California UCL: Montway and SGT argued that they suffered an injury in California because Google is headquartered in California. That’s not where they suffered injury, though. They didn’t allege “any specific instance where a potential customer in California was impacted by Nexus’s actions.”


Instagram disparagement by alleged competitor isn't commercial speech

Farina v. Omari, No. 24-11098 (SDW) (AME), 2026 WL 1552256 (D.N.J. Jun. 2, 2026)

The court grants a motion to dismiss in this defamation/false advertising claim centered on online videos.

“Farina is a consultant in the aesthetic surgery industry and operates through her business Beauty Brokers. Defendant is also a plastic surgery and aesthetics consultant.” Defendants made several defamatory statements on Instagram questioning plaintiffs’ credentials and alleging that they received kickbacks from surgeons. Omari also streamed live on Instagram, allegedly stating that “Farina is a bad person and bad businesswoman; that she scams a lot of people; and had a surgical procedure but never paid for it.” The complaint asserted (1) defamation; (2) false light; (3) tortious interference with prospective business relations; (4) false advertising/unfair competition; and (5) trade libel.

Defamation: Failed for want of defamatory character/being opinion. The allegedly defamatory claims: 1. “[Farina] is just a dental hygienist.” 2. “[Farina] gets paid on both ends and allegedly gets kickbacks.” 3. “Basically, people now pay $1,000 to have a consult with her so she can suggest one of these surgeons from “Beauty Brokers’ Little Black Book of surgeons.” 4. “Lots of surgeons I know have STORIES, and tons of my followers have sent in stories of [Farina] being super rude, canceling all the time and being late, not helpful, and having a hard time getting their money back if she messes up or doesn’t provide the services promised.” 5. “[Farina] is a bad person/bad businesswoman.” 6. “She scams a lot of people and had a surgical procedure that she owed money for but never paid it.”

Since Farina previously worked as a dental hygienist, “just a dental hygienist” was substantially true, and the complaint didn’t explain why highlighting Farina’s background as a dental hygienist subjects Farina “to contempt or ridicule,” and “harms [her] reputation by lowering the community’s estimation of [her] or by deterring others from wanting to associate or deal with [her].”

“[G]ets paid on both ends” and “allegedly gets kickbacks”: The gist of the first part was substantially true since plaintiffs admitted to a previous membership program where surgeons paid a membership fee to join their referral network, and to experimenting with a fee-splitting arrangement involving surgeons in their referral network and receiving gifts from surgeons. Although “kickbacks” could be read to accuse plaintiffs of a criminal offense or other illicit behavior, in context it referred to payments from surgeons for referrals and not to any criminal or illegal conduct.

The “pay $1,000 to have a consult with her so she can suggest one of these surgeons from Beauty Brokers’ Little Black Book of surgeons” didn’t rise to the level of defamation. And the final statements were opinion, especially given the context: the statements “were delivered by a social media influencer on Instagram,” and Instagram is a place “where a reasonable [viewer] will expect to find many more opinions than facts,” thus “strongly signal[ing] to readers that the posts merely reflect the publisher’s opinions.”

False light failed for failure to plead actual malice. Trade libel failed for the same reasons as defamation did. Tortious interference failed because plaintiffs failed to allege the existence of any lost prospective economic benefit that they would have retained “but for” the alleged interference. Attributing the sixteen customers who cancelled their appointments in the three weeks following the first post to defendant was speculative even though plaintiffs alleged that they normally only get one cancellation per week.  

Lanham Act false advertising: Not commercial speech, even assuming the parties were competitors. “Plaintiffs argue for an overly broad definition of commercial speech, essentially stating that any criticism from a purported competitor must be commercial speech.” But “the alleged misleading statements do not advocate for the reader to purchase a particular product or service over another. In fact, none of the alleged statements explicitly or implicitly refer to the alleged similar service offered by Defendant.” [don’t love this!]

New Jersey’s Uniform Public Expression Protection Act (its anti-SLAPP law) applied in federal court “to the extent that it affords fees, costs, and expenses to a prevailing movant who successfully dismisses a SLAPP suit under Federal Rule 12 or Federal Rule 56.” “For UPEPA to apply, the challenged speech must pertain to an area of public concern.” Farina was a limited purpose public figure, and the challenged statements related to a particular public controversy within the cosmetic surgery industry. UPEPA doesn’t apply to a cause of action asserted “against a person primarily engaged in the business of selling or leasing goods or services if the cause of action arises out of a communication related to the person’s sale or lease of the goods or services.” But the challenged statements weren’t commercial speech and don’t refer to any services offered by defendant. Thus, the defendant could get her fees, costs, and expenses.


Tuesday, June 02, 2026

Reading list: Deception wins at the Federal Circuit

 "A doctrine that was meant to deter deception thus rewards its most sophisticated form: technically accurate fragments presented as universal facts." This student article shows how the Federal Circuit allowed two layers of deceptive advertising: advertising results from p-hacking, without even disclosing the subgroup to which the p-hacking purportedly applies.  

Porter A. Tynes, III, Truth That Lies: How Literal Falsity Lost the Consumer and How to Restore It, 33 J. INTELL. PROP. L. (2026)

From the introduction:

For centuries, courts have treated false advertising law as a safeguard against deception, ensuring that claims of efficacy rest on verifiable fact. ThermoLife unsettles that foundation. The U.S. Court of Appeals for the Federal Circuit (Federal Circuit) held that an advertisement is not literally false so long as it is true for someone—even if it misleads almost everyone else. In a single stroke, the court hollowed out the Lanham Act’s most potent protection by turning literal falsity into a loophole.

Monday, June 01, 2026

9th Circuit applies Dastar to bar false advertising liability based on "first to market" claims

Vericool World, LLC v. Igloo Products Corp., No. 24-192, 2026 WL 1239879, --- F.4th ---- (9th Cir. May 6, 2026)

Judge Bumatay dissented from this decision extending Dastar to bar Lanham Act false advertising claims over who was “first” to market a biodegradable cooler. Given the citation to Bostock, this seems mostly like a fight about pretending that statutory interpretation is obvious rather than a matter of judgment.

Vericool alleged that Igloo violated the Lanham Act by wrongfully taking credit as the first to market a biodegradable cooler. The Lanham Act creates a cause of action against a defendant who “misrepresents the nature, characteristics, qualities, or geographic origin” of a good. Under Dastar, the “characteristic” must be an observable aspect of the “tangible product” rather than the “ideas or communications that ‘goods’ embody or contain.” “Because Vericool’s claim concerns the origin of an idea embodied in its coolers—rather than the characteristics of the product itself—we conclude it is not cognizable under the Lanham Act.” (What is “union made” under this reasoning? One could indeed go and observe nonunionized workers making a product—is that observable? I find the majority’s preclusion reasoning, detailed below, basically persuasive, but I’m not sure it can be cashed out as “observable aspect.”)

Vericool argued that, because of Igloo’s false advertising, it lost “the cachet that comes from producing a pioneering product” and could not capitalize on the same media attention and free advertising Igloo had. The complaint quoted media coverage referring to the Ohana cooler as “not the first of its species,” “another alternative to Styrofoam coolers,” and “much like the Igloo RECOOL biodegradable cooler.” Vericool also pleaded that “consumers . . . are more likely to purchase a product that is the ‘first’ of its kind rather than a secondary alternative.” During discovery, a Vericool representative testified that customers were likely to accuse Vericool of attempting to “knock off” Igloo’s Recool and that “third party entities indicated they were less interested in Vericool’s biodegradable coolers because Vericool was perceived as not being the innovator in the product category.”

The district court threw out the case because of Dastar.

On appeal, Igloo argued that Vericool lacked Article III standing, but it didn’t matter that current Vericool is a new entity; it was an assignee of the injuries of its predecessor in interest.

Dastar interpreted “the phrase ‘origin of goods’ in the Lanham Act in accordance with the Act’s common-law foundations (which were not designed to protect originality or creativity), and in light of the copyright and patent laws (which were).” Thus, “the most natural understanding of the ‘origin’ of ‘goods’” was “the producer of the tangible product sold in the marketplace,” not the “person or entity that originated the ideas or communications that ‘goods’ embody or contain.” Courts must avoid interpretations of the Lanham Act that extend “trademark and related protections into areas traditionally occupied by patent or copyright.”

The Ninth Circuit has already extended this logic to § 1125(a)(1)(B) false advertising. In Sybersound, the court held that “the nature, characteristics, and qualities” of a product “are more properly construed to mean characteristics of the good itself.” In particular, false claims that songs on karaoke records were “fully licensed” were not cognizable under the Lanham Act. The “characteristics of the good itself” must be observable about the product itself, “such as the original song and artist of the karaoke recording, and the quality of its audio and visual effects.” This avoids a copyright/advertising law clash and ensures that only copyright owners and exclusive licensees of copyright may enforce a copyright or a license.

The majority also looked to Baden Sports, Inc. v. Molten USA, Inc., in which the Federal Circuit held that a plaintiff could not bring a cause of action under § 1125(a)(1)(B) when a competitor advertised that it was the “innovator” of a technology that the plaintiff claimed it authored. “If ‘innovation’ or ‘newness’ was an attribute under the Lanham Act, litigants could find a loophole around Sybersound.”

This seems like a better statement of the rule than “observable,” and it brings in my favorite concept, materiality:

A misrepresentation about attributes embodied in a physical product is actionable under the Lanham Act if it misleads a consumer about the quality of a good itself or misrepresents the physical producer of a good in a manner that would be actionable under traditional claims for unfair competition. If, however, the misrepresentation regards “matters that are typically of no consequence to purchasers,” such as the source of the idea, design, or innovation embodied in the product, then plaintiffs must bring an intellectual property claim and cannot proceed under the Lanham Act.

“Misrepresenting the physical producer” seems like it would cover false union-made claims.

The dissent wanted to ignore Dastar “and instead be the first appellate court to adopt the broadest possible meaning of the text.” But “Dastar, Sybersound, and Baden Sports are not the one-off, fact-bound dispositions the dissent claims; each case examined the text and context to determine the extent to which the Lanham Act federally codifies common-law unfair competition claims while preserving the ‘carefully crafted bargain’ of intellectual property law.”

It didn’t make sense to assert that “the partial federal codification of common-law claims is necessarily limited in § 1125(a)(1)(A), but that Congress—in the same paragraph—intended the broadest possible codification of common-law claims in § 1125(a)(1)(B).” Instead, Dastar held that, “when determining whether a § 1125(a) cause of action incorporates common-law claims, we must be careful to avoid rendering limits on intellectual property claims ‘superfluous.’ That reasoning is not cause-of-action dependent—indeed, the Court cited subsection (a) without further specifying (1)(A).” This is preclusion reasoning.

And while the Court suggested in dicta that a plaintiff may have a cause of action under § 1125(a)(1)(B) if a defendant copies its video and advertises it as “quite different from” the original, that does not mean the subsection allows claims based on the ideas contained in the goods. The Court still contemplated observable qualities, as a viewer could watch the scenes and narration and observe that they were the same. And there is no way to distort the dicta to support a workaround to Dastar’s core holding that a misrepresentation about the author of a copyrighted work is not actionable under the Lanham Act.

Sybersound was also binding: it “held that plaintiffs cannot use § 1125(a)(1)(B) as a workaround for limits placed on copyright-infringement claims, such as copyright standing. But patent law also has limits, and allowing Vericool’s claim would allow it to collect damages for infringement on an idea that is not patentable.” Sybersound’s “characteristic of the good itself” test “requires proof of something observable by the consumer—‘such as the original song and artist of the karaoke recording, and the quality of its audio and visual effects’—to be cognizable under the Lanham Act.”

The dissent argued that this test will be difficult to apply, but it’s been a while since Dastar and Sybersound were decided, without much evidence of chaos. “If anything, the dissent’s crabbed reading of Sybersound is far more ‘difficult to administer,’ as it would require district courts to probe plaintiffs’ motives to ‘plead around’ restrictions in intellectual property law.” Rather—and here’s another, better statement of the test—courts should examine the defendant’s “objective statements to determine whether they relate to intellectual features of goods or to qualities of the products themselves.”

As a matter of statutory interpretation, too, adopting “something less than the broadest possible meaning of the text” is fine (citing Chevron USA Inc. v. Plaquemines Par., 2026 WL 1040461, at *6 (U.S. Apr. 17, 2026) (“But, generally in statutory interpretation, it is the ordinary, not literalist, meaning that is the better one.” (cleaned up))). Using “isolated dictionary definitions contributes little to finding the ordinary meaning of the terms of the Lanham Act. ‘The ordinary meaning is not merely a possible meaning,’ and the fact that we could stretch statutory terms further does not mean that we should.” That’s a key message of Dastar. “Ignoring context in textual interpretation can lead to contorted statutory interpretations. See, e.g., Bostock v. Clayton Cnty., 590 U.S. 644, 661–62 (2020).”

But where the dissent really foundered was on preclusion:

the dissent never grapples with the difficult question of which congressional enactment prevails when in conflict. “Congress does not hide elephants in mouseholes.” If Congress intended to undo detailed limitations on patent claims, it would have done so with more specificity than amorphous words such as “nature,” “characteristics,” and “qualities.”

What about the textual neighbors “geographic origin” and “services”?

The difference between a tangible geographic origin and an intellectual origin is a manageable distinction and the very distinction set forth in Dastar. And even though consumers may not be able to physically hold a service, a consumer may still observe qualities of a service. Neither term supports the dissent’s conclusion that Congress intended “nature,” “characteristics,” and “qualities” to include the ideas or designs embodied in goods or services.

The dissent also pointed to two examples of misrepresentations offered by the Restatement of Unfair Competition: misstatements as to whether a product is patented, and misstatements as to whether something is “the original.” Sure, perhaps false claims of being the “original” may also state a claim for reverse passing off under § 1125(a)(1)(A) by causing confusion as to the actual “producer of the tangible product sold in the marketplace.” As one district court explained, “it is plausible that such a claim to originality could sway a consumer . . . by intimating that these ‘original’ [products] are the ones the consumer remembers fondly from his childhood.” But that wasn’t argued here.

And the patent example was already dealt with by preclusion. (The majority doesn’t mention the false patent marking cause of action in the Patent Act, but that would bolster its argument.) “Here, because Congress chose to protect patents through a separate body of law, we doubt that this aspect of the common law is cognizable under the Lanham Act without a connection to the characteristics of the product itself.”

Crocs, Inc. v. Effervescent, Inc., 119 F.4th 1 (Fed. Cir. 2024), came out a different way because the claimant alleged that the “patented” misrepresentation conveyed a specific message that competitors could not offer the same materials. But Vericool waived any argument that the claimed misstatements related to any tangible characteristic or quality of the products.  Here, the claims were “fundamentally about the origin of an idea.”

Igloo’s claim that its product was the “first” biodegradable product on the market

is not inherently a claim about the tangible characteristics of the cooler itself. No observable quality of the coolers suggests whether they are the first to be sold in the market. A consumer cannot determine whether a good is the first to the market without reference to additional knowledge about the market as a whole. Thus, such a statement—without more—is a statement about the “idea, concept, or communication embodied in those goods.” And the mere date on which a seller finalized a design for a product or first marketed it is “typically of no consequence to purchasers” when deciding which product is their preferred choice.

Indeed, Vericool’s own argument was only that this harmed its reputation for innovation. “Unfair competition law protects consumers purchasing products, not the goodwill and positive publicity of competitors in the market.” The dissent’s argument that Igloo’s statements implied that Vericool’s product was a “knock-off” and thus inferior conflated different meanings of “quality.”

The dissent’s argument relies on the inference that a product derived from someone else’s idea is less desirable and thus of inferior value. From there, the dissent chains together the added inference that inferior value connotes an observable characteristic. But while both inferences could be true, neither is necessarily true.… Vericool has no evidence that Igloo’s statements suggested that the Ohana was made of different materials, performs worse, or is less biodegradable than the Recool.

That is, it would be a cognizable theory that consumers believed from Igloo’s messaging that Vericool’s products had physical differences that made them not biodegradable, since that would be about physical qualities. In Crocs, for example, the Federal Circuit emphasized that “the false claim that a product [was] patented [did] not stand alone,” but rather allegedly “misled current and potential customers to believe” that the product was “made of a material that is different than any other footwear.” But Vericool presented no evidence of this on summary judgment; all its evidence was about confusion about which cooler was first. This wasn’t just a new argument—it was a new theory of harm/deception that required different evidence than Vericool’s initial first-to-market claim.

Ultimately, “Vericool’s claim based on statements claiming to be the first to the market also impermissibly seeks to vindicate an economic interest that patent law alone protects.” The PTO rejected many of Vericool’s claims in its patent application. “If Congress had intended to protect the economic value of inventing the general concept of a biodegradable cooler, it would have done so ‘with much more specificity than the Lanham Act’s ambiguous use’ of the terms nature, characteristic, and quality.”

Judge Bumatay dissented, at length, with many dictionary definitions of “nature, characteristics, [or] qualities.” He concluded that when a product reached the market is a “distinguishing quality,” a product’s “traits,” “qualities,” or “properties” could include its “design concepts,” and the “quality” of a thing can refer to its observable or non-observable attributes.

The dissent noted, correctly, that the list of words has similar, overlapping meanings. The point, he thought, was to ensure a broad, self-reinforcing, “belt and suspenders” meaning. The neighboring terms also were relevant: a false claim about “geographic origin” “generally has nothing to do with a good’s tangible or observable features.” The dissent thought that “geographic origin” was similar to the “idea” or “design concept” that the majority excluded. (Seems like that could cut the other way, though—if “origin” alone means only physical origin per Dastar, and needs a modifier to do something else, then the other terms plausibly are also physical.)

But, the dissent continued, services are “often intangible.” “If a company lied and said that Albert Einstein invented its physics-tutoring service, that would be a ‘characteristic’ of the service—but not a tangible or observable one.” The dissent also claimed, without real citation of pre-Lanham Act cases, that “Section 43(a)(1)(B) creates a federal cause of action for common-law ‘false advertising,” defined as occurring when “a seller falsely advertises that his product has qualities which in fact it does not have, but which products of other sellers do in fact possess.” “Thus, the common law of false advertising applied broadly to all material misrepresentations—regardless of whether the misleading statement went to tangible or intangible features of a product.” The Restatement of Unfair Competition says that “a representation that only indirectly relates to product quality or that in some other manner relates to the desirability of the proposed transaction may also be material.” (Citation to something other than the Restatement needed; there really wasn’t a non-disparagement-based, common-law false advertising cause of action for competitors, which is why the Lanham Act proved so popular that 43(a) was explicitly split up in 1988 to recognize false advertising as a separate claim.)

Ultimately, § 43(a)(1)(B) should apply to a false claim that a biodegradable cooler is, as a historical fact, “the first of its kind.” “After all, purchasers may want to reward innovators in environmentally friendly production—so the identity of the first producer may be material.” (Citing Joseph P. Bauer, A Federal Law of Unfair Competition: What Should Be the Reach of Section 43(a) of the Lanham Act?, 31 UCLA L. Rev. 671, 743 (1984) (“[F]alse claims about the goods’ uniqueness . . . are often . . . important to the consumer, and have [a] likelihood of injuring both consumer and competitor[.]”.) [Well, it’s a citation, though not to empirical evidence.]

Dastar was about § 43(a)(1)(A), not § 43(a)(1)(B). But the latter isn’t just about likely confusion, a “traditional intellectual-property concern.” [Again, citation needed. The idea that trademarks—or, even more, unfair competition and the unregistered/unregistrable matter that was covered by § 43(a) when the Lanham Act was enacted—are part of “intellectual property” is a relatively modern one.] Section 43(a)(1)(B) is “more broadly” about “misrepresent[ations]”—as fits its false-advertising roots. (Oh, how I wish it were broader than likely confusion.)

Because Dastar was about the “federal cause of action for traditional trademark infringement of unregistered marks,” it didn’t cover false advertising. Indeed, in discussing the potential for false advertising claims, all Dastar required was a misleading claim that the product was “different” than the original in some way— “it didn’t limit those differences to only tangible or observable features.” “Section 43(a)(1)(B) is concerned with policing outright lies in advertising and commercial promotion—not confusion between intellectual properties.” [Note that the rhetoric of “outright lies” is inaccurate: Lanham Act false advertising includes both implied falsehoods and entirely unintended falsity. This tends to happen to everyone when trying to defend a distinction—to give nuance to one body of law is often to flatten out another one.]

Sybersound, too, “dealt with a specific problem—misusing a false-advertising claim to plead around the requirements of a copyright claim.” The dissent accepted that “[s]ome plaintiffs have attempted to avoid a Lanham Act § 43(a)(1)(A) trademark infringement and unfair competition allegation by asserting that the same facts establish a claim of false advertising under § 43 (a)(1)(B).” “The usual aim of this improper pleading is to avoid having to prove the validity of a trademark by claiming it is some new type of false advertising.” [From a false advertising perspective, this framing is very odd, given that it’s generally much harder to prove a false advertising claim with its extra materiality and commercial advertising requirements, plus the requirement of survey evidence for implicit falsehoods, whereas courts routinely find trademark infringement by implication without extrinsic evidence.]

In the dissent’s view, Sybersound was apparently only about this misstated infringement claim, even though the plaintiff contended that the false advertising was about whether defendant’s copies were legitimately licensed from the copyright owner. [The dissent also doesn’t seem super interested in distinguishing copyright from trademark.] Sybersound said that § 43(a)(1)(B) doesn’t cover “misrepresentations about copyright licensing status” because that would conflict with copyright law. [Does the dissent think that misrepresentations about patent licensing status are actionable as well?] Indeed, the case even suggested that the intangible origin of a product, such as who was the “original . . . artist” of a karaoke recording, was an actionable “characteristic.” “Instead, the original artist of a karaoke song is a characteristic like who was first to market a biodegradable cooler.” [This is playing with the meaning of “original”— “whose voice is recorded in this recording?” is a very different issue than “who was the first to sing this?”]

The patent conflict was narrow: Vericool wasn’t bringing a faux patent claim, but merely asserting that, “as a matter of historical fact, it was the first to manufacture the coolers.”

And the majority’s atextual “observable-characteristics only” test would be difficult to administer. A claim that a product is made of “patented” material could be actionable, or not.

Plus, Vericool could satisfy the “observable-characteristics only” test with its argument that Igloo’s advertising caused confusion that its cooler was a “knock off” of Igloo’s cooler. “Whether something is an imitation or copy of another thing seems potentially ‘observable’ to me. … And usually a ‘knock off’ is considered a cheaper version of the original—again, potentially a tangible or observable characteristic.” [I see most of the dissent’s points, but this one seems wrong, given the failure to develop an evidentiary record on this different theory of falsity & harm.]

claim that entity sells unapproved drugs does not misrepresent "origin, sponsorship, or approval" for Lanham Act purposes

Peptide Tech LLC v. Avidia Bank, 2026 WL 1506049, No. 25-13179-MJJ (D. Mass. May 28, 2026)

Plaintiff sells peptides; Avidia is a bank and acquiring bank for merchants who accept credit and debit card payments. Doe defendants allegedly reported Peptide Tech to Mastercard, leading Mastercard to place Peptide Tech on the Member Alert to Control High-Risk Merchants (“MATCH”) List. Plaintiff brought claims for breach of contract, tortious interference with business relationships, violation of Mass. Gen. Laws ch. 93A (a state false advertising provision), and violation of the Lanham Act. The court granted the motion to dismiss.

“To accept debit and credit card payments, merchants must obtain payment processing services through a payment processor and a member bank, also known as an acquirer. These payment processing services are contracted with payment card brands … [whose] rules govern participants in the payment processing system, including payment processors, acquirers, and merchants.” Avidia is an acquirer with whom Peptide Tech entered into a merchant processing agreement. Peptide Tech identified its business category as “Research Chemicals,” and alleged that it doesn’t sell peptides for human consumption, but to research labs, which is legal.

“MATCH is a Mastercard-maintained database that identifies merchants terminated by acquirers due to suspected high-risk behavior, such as fraud, excessive chargebacks, or regulatory violations.. Placement on MATCH effectively eliminates a business’s ability to accept credit card payments for its products.”

 

Avidia allegedly recommended, supported, or otherwise caused Peptide Tech to be placed on the MATCH List, causing significant monetary harm.

Breach of contract claims failed for want of terms plausibly breached; tortious interference failed for want of pleading actual malice.

The Ch. 93A claims failed as repackaged breach of contract claims; the agreement plainly said that Avidia could terminate the relationship in its “sole discretion,” and there were no facts pled that Avidia misled payment card entities; Peptide Tech merely speculated that Avidia incorrectly communicated to them that Peptide Tech’s products were unapproved.  

Lanham Act: Peptide Tech argued that Avidia violated § 1125(a)(1)(A)’s ban on false statements “likely to cause confusion, or to cause mistake, or to deceive as to the … origin, sponsorship, or approval of his or her goods, services, or commercial activities by another person,” because it allegedly communicated that Peptide Tech was selling unapproved drugs.

But §43(a)(1)(A) is for trademarks, and Peptide Tech didn’t plausibly allege trademark confusion: “marketplace confusion about whether goods are affiliated with or approved by another person.” A false suggestion that a plaintiff’s products were “unapproved or illegitimate”  “does not allege confusion about the origin of Plaintiff’s products, affiliation with another entity, or sponsorship or approval by another person in the Lanham Act sense.”

§43(a)(1)(B) false advertising: No commercial advertising or promotion.


Friday, May 29, 2026

plaintiff delay affects irreparable harm and balance of equities where third parties rely on defendant

Pulling Guard Prods., LLC v. Lambert, No. 26-CV-2305 (PJS/LIB), 2026 WL 1481302 (D. Minn. May 27, 2026)

Plaintiff made a “strong showing” that defendants’ “Minnesota Monsters” name and branding infringe its “Duluth Harbor Monsters” mark, though it didn’t show likely success on its claims for false advertising, breach of contract, tortious interference with contract, tortious interference with prospective economic advantage, unjust enrichment, and violation of the Minnesota Deceptive Trade Practices Act.

I’m blogging this because the court relies on plaintiff’s delay to deny a preliminary injunction (even though the court doesn’t mention the statutory presumption of irreparable harm; other courts have reaffirmed that delay can also rebut that presumption). The alleged infringement had been going on for months—and was fully known to plaintiff—before it filed suit and sought a preliminary injunction. “[A]t this point, it appears that little additional harm will be caused by defendants’ continued infringement.”

The delay also had effects on the balance of equities:

[T]he potential harm of an injuction to defendants has escalated dramatically now that the “Minnesota Monsters” are nearly one-third of the way through their season. Additionally, numerous innocent third parties could be harmed—including concession workers, television broadcasters, players, and fans—if the Court were to order the “Minnesota Monsters” to change its name and marketing in the middle of the season.


a bot maybe accessed a former employer's trade secrets; larger trade secret/false advertising issues ensure employer's victory

Capconvert, LLC v. Brown, 2026 WL 1471880, No. 26-cv-02149-CRB (N.D. Cal. May 26, 2026)

Capconvert sued its former employee Brown primarily over alleged misappropriation of Capconvert’s trade secrets and confidential information for use in a competing business venture involving search engine optimization (SEO), generative engine optimization (GEO) (ugh), answer engine optimization (AEO) (double ugh), and paid ad management services. The court followed an earlier TRO by granting a preliminary injunction. I will focus only on the Lanham Act/California FAL claims, except to note that the record contains a document, apparently a prompt to an AI agent, stating “This is the most important rule you have. You violated it on February 26th, 2026, and it nearly destroyed Ben’s career,” purportedly intended to make it “abundantly clear to any agent that I was working with ... to not access any Capconvert ... file.” However, another bot allegedly “disputed” that any such access occurred. Where is the truth? It will likely take many, many expensive hours of lawyer billing time to identify. So if you’re looking for a litigated case to scare people about AI and trade secrets—it has arrived.

Brown’s competing service, Signyl claims to offer the same services as Capconvert. Brown’s LinkedIn page described him as “Managing Partner” of Capconvert, though that was never his role or title. It stated that he worked on Capconvert’s Rankily product, but he did not. The Signyl website states “200+ Brands managed $50M+ Ad spend optimized,” which cannot be true as Signyl had only existed for one month. Brown had no relevant experience in SEO prior to his time at Capconvert, and while there, only brought in one client. He did not manage 200+ Brands or optimize a “$500M+ Ad spend.” The Signyl website also appears to misrepresent Signyl’s performance metrics.

Brown  contended that “the metrics displayed on that site did not relate to Capconvert work” but were “derived from my work predating Capconvert” and that “any public statements I made about my experience were intended to refer to my own prior professional background and track record at Google.”

The court found many of the website claims “plainly false.”  “Signyl has no clients, let alone 200+ clients…. A banner that ‘runs across the front page of the Signyl.agency’ making claims about particular experience necessarily suggests that the experience is that of the company whose website it is. Those claims are false, at least as to Signyl.” Likewise, the claims were material: “Representations of experience across relevant services and with hundreds of brands would likely be material to prospective clients seeking those services.”

However, while the LinkedIn statements were false, Capconvert hadn’t yet demonstrated how it was likely to be injured as a result.

Irreparable harm as to the false advertising was presumed under the Lanham Act, and shown for trade secrets.  “Signyl has only been operational for a couple of months; that it has not yet poached any business from Capconvert using Capconvert’s trade secrets and confidential/proprietary information or by misrepresenting itself on its website does not mean that Signyl is not likely to cause harm going forward.” Likewise, on the balance of equities, the court commented: “Even if an injunction amounted to a shut down, just how much would a preliminary injunction shut down?”


Igloo must face biodegradability/recycled content/made in USA consumer claims

Lieber v. Igloo Products Corp., --- F.Supp.3d ----, 2026 WL 266301, No. 25-CV-488 (ARR) (LKE) (E.D.N.Y. Feb. 2, 2026)

I’ll get to the Igloo 9th Circuit case eventually. This case is a putative consumer class action against Igloo, alleging that its claims that its coolers are “biodegradable,” made of “recycled content,” and “Made in the USA” are false and misleading under NY law.  

First: Plaintiffs alleged that “biodegradable” would lead reasonable consumers to believe that the product would completely degrade within a reasonable period of time after customary disposal, but instead it typically ends up in landfills after it is thrown out. The FTC’s Green Guides say:

It is deceptive to make an unqualified degradable claim for items entering the solid waste stream if the items do not completely decompose within one year after customary disposal. Unqualified degradable claims for items that are customarily disposed in landfills, incinerators, and recycling facilities are deceptive because these locations do not present conditions in which complete decomposition will occur within one year.

NY law provides a “complete defense” to liability under its false advertising provisions if the defendant’s “act or practice is ... subject to and complies with the rules and regulations of, and the statutes administered by, the federal trade commission or any other official department, division, commission or agency of the United States.” “A court may evaluate a challenged representation’s compliance with the FTC’s Green Guides to determine whether or not there is a complete defense to a claim under N.Y. G.B.L. §§ 349 and 350.”

Igloo argued that the claims should be dismissed because the Green Guides don’t create a private right of action, but of course plaintiffs were suing under NY law, not the Green Guides.

Igloo also argued that “the term ‘biodegradable’ does not mean ‘will biodegrade’ or ‘destined for inevitable biodegradation,’ ” and plaintiffs didn’t allege that the ReCool Product was inherently incapable of biodegrading or that consumers knew about the Green Guides.

The court found deception plausible. It was plausible that the products didn’t comply with the Green Guides; the complaint alleged that the products were customarily disposed of in landfills, and lacked the necessary qualifications for a biodegradability claim.

Second, Igloo made “recycled” claims about some products, but plaintiffs alleged that only some parts were made from recycled plastic, but not, e.g., foam insulation and interior linings, and cited the Green Guides again:

Marketers can make unqualified claims of recycled content if the entire product or package, excluding minor, incidental components, is made from recycled material. For items that are partially made of recycled material, the marketer should clearly and prominently qualify the claim to avoid deception about the amount or percentage, by weight, of recycled content.

This too was plausible at this stage. “While defendant cites numerous decisions where courts declined to read ‘exclusively’ into an advertising claim—such as whether the phrase ‘real cocoa’ on a product’s packaging implied that a product is made exclusively of real cocoa—it fails to consider that purchasing decisions are made within a specific context.”

Third, Igloo allegedly made Made in USA representations even though not all or virtually all aspects of the relevant products, including the raw materials, components, and manufacturing processes, originated from and occured within the United States. Plaintiffs alleged that specific materials were likely made outside the US, and full components such as hinges, handles, drain plugs, bottle openers, spigots, washers, and wheels were allegedly imported from manufacturers outside of the United States. The FTC defines “Made in the United States” and its synonyms to mean “any unqualified representation[ ], express or implied, that a product, and by extension, the raw materials used in its manufacture, are of U.S. origin.” Thus, federal regulations consider it a deceptive practice to label a product as “Made in the United States” or with substantially similar representations unless (1) the final assembly or processing of the product occurs in the United States, (2) all significant processing that goes in the product occurs in the United States, and (3) all or virtually all ingredients or components of the product are made and sourced in the United States.

Even though plaintiffs only alleged that certain materials were “likely” from outside the US, it was plausible that the claims were deceptive.

Breach of express warranty claims failed for want of sufficient pre-suit notice, and unjust enrichment claims were dismissed as duplicative.


America Unfinished: book announcement

America Unfinished

250 Years of Law and Governance

Edited by Alexandra Natapoff and Guy-Uriel E. Charles

From the publisher:

An engaging and timely essay collection on the challenges, risks, and opportunities of this historic moment in American law and governance.

1,000-word essays from the country’s leading legal scholars and experts.

It is the 250th anniversary of the Declaration of Independence, and the U.S. is grappling with foundational challenges to its laws, institutions of governance, and civic culture. Longstanding values of pluralism are being challenged. The nation is beset by deep political polarization, a fear that the economic order is no longer providing opportunities for all, and a technology revolution that may unsettle what it means to be uniquely human. America Unfinished brings together more than 50 legal scholars on the Harvard Law School faculty to analyze this historic moment in American law and governance.

Edited by Alexandra Natapoff and Guy-Uriel Charles, the book coheres around the dramatic experiment in American legal governance that began in 1776, still highly contested after 250 years. Some essays explore the modern expansion of executive power, including its recent and dramatic willingness to use violence, both domestically and internationally. Other essays examine longstanding divides between workers, consumers, and markets, and the hard questions they raise about democratic accountability in our market-driven economy. And finally, some contributors address the future of our knowledge and governance institutions under pressure from the disruptions caused by technological and informational revolution.

Dynamic and engaging, the collection does nothing less than advance the core conversations necessary for a thriving polity, both at this historic moment and for decades to come.

Contributors: Bill Alford, Sabrineh Ardalan, Yochai Benkler, Sharon Block, Nikolas Bowie, Maureen Brady, Scott Brewer, Stephen Breyer, Emily Broad Leib, Tomiko Brown-Nagin, Guy-Uriel E. Charles, John Coates, I. Glenn Cohen, Andrew Manuel Crespo, Christine Desan, Kristen E. Eichensehr, Benjamin Eidelson, Jared Ellias, Susan H. Farbstein, Noah Feldman, Jody Freeman, D. James Greiner, John Goldberg, Annette Gordon-Reed, Sheila Heen, Howell Jackson, Elizabeth Papp Kamali, Randall Kennedy, Michael Klarman, Adriaan Lanni, Eloise Lawrence, Richard Lazarus, Jill Lepore, Lawrence Lessig, Kenneth W. Mack, Bruce H. Mann, Martha Minow, Daniel Nagin, Alexandra Natapoff, Charles Nesson, Gerald L. Neuman, Ruth L. Okediji, Mariana Pargendler, Intisar A. Rabb, Richard M. Re, Daphna Renan, Mark J. Roe, Benjamin Sachs, Stephen E. Sachs, Larry Schwartztol, Joseph William Singer, Carol Steiker, Nicholas Stephanopoulos, Kristen A. Stilt, Ronald Sullivan, Cass R. Sunstein, Philip Torrey, Rebecca Tushnet, Dehlia Umunna, Rachel A. Viscomi, Laura Weinrib, Alex Whiting, David Wilkins, and Jonathan Zittrain.

“A thoughtful, insightful, and informed collection of essays addressing some of the most urgent issues facing our nation today.  A valuable contribution to understanding America at a critical moment.” 

—Bryan Stevenson, Founder and Executive Director of the Equal Justice Initiative; author of Just Mercy

 

“This thought-provoking collection of 62 short essays — some of them odd, some provocative, some insightful, and some even beautiful — is a remarkable gift to the nation on its 250th birthday.” 

--Michael W. McConnell, Richard & Frances Mallery Professor, Stanford Law School, Director, Stanford Constitutional Law Center, Senior Fellow, Hoover Institution

 

 “A must-read collection. These essays show myriad ways that American law has secured, betrayed, and threatened American liberty as the Declaration of Independence turns 250. They indict and inspire—at once dark, practical, brilliant, and deeply moving.” 

         --Reva Siegel, Nicholas deB. Katzenbach Professor, Yale Law School

  

“An astonishingly wide array of reflections on the condition of America today. An irreplaceable book.”

 --William Baude, Harry Kalven, Jr. Professor of Law, University of Chicago Law School  

  

"A timely and provocative collection of essays from some of the nation's most thoughtful and prolific scholars, America Unfinished is a crucial step toward a more perfect union.” 

--Melissa Murray, Frederick I. and Grace Stokes Professor of Law, New York University

Wednesday, May 27, 2026

competitor lacks standing under Cal. law because it didn't rely on alleged misrepresentations; its customers did

Kachuck Enters. v. Mission Produce, Inc., --- F.Supp.3d ----, 2026 WL 216475, No. 2:25-cv-01523-AH-JCx (C.D. Cal. Jan. 22, 2026)

This was a putative class action about alleged misrepresentations made by distributors and suppliers of Mexican-grown avocados that their avocados are sustainably and responsibly sourced. Plaintiffs, California avocado farmers, alleged losses from defendants’ touting of “unsustainably grown Mexican avocados as ‘sustainable’ to consumers.”

Despite representations about water conservation, biodiversity, and soil health, defendants allegedly source their avocados from Mexican orchards installed on lands recently deforested without the proper permits from Mexican authorities. “Sourcing avocados from deforested land exacerbates ongoing water scarcity in Mexico, contributes to climate change, and leads to habitat and biodiversity loss.” Plaintiffs cited various surveys showing that “significant segments” of U.S. consumers prioritize sustainability and more transparency from food producers and retailers throughout the entire food supply chain. Another survey “found that more than half ... of consumers indicated they are willing to spend more money on products that are deemed sustainable or environmentally friendly.”

Plaintiffs brought the usual California statutory claims. The court found no standing under the FAL and the “fraudulent” prong of the UCL because plaintiffs didn’t allege their own reliance on the false claims; rather, they alleged that they were harmed by consumers’ reliance on the allegedly false claims. This reasoning seems dumb—these laws were intended to protect competitors as well as consumers—and the court noted an increasing minority of federal district courts have rejected it. It’s probably time for the 9th Circuit to certify a question, though I don’t have much doubt that the California Supreme Court will clarify that consumer reliance is required, but not competitor reliance.

As for unfair competition/UCL unfairness, the court applied the “tethering” test, which applies in actions “by a competitor alleging anticompetitive practices.” A finding of unfairness must be “tethered to some legislatively declared policy or proof of some actual or threatened impact on competition”: “conduct that threatens an incipient violation of an antitrust law, or violates the policy or spirit of one of those laws ..., or otherwise significantly threatens or harms competition.”

The test was not satisfied. Although plaintiffs argued in briefing that “Defendants’ influx of cheaply priced and unsustainably—and possibly illegally—sourced avocados distorts the market,” while plaintiffs must comply with strict sustainability requirements, while the complaint focused only on defendants’ acts of “offering for sale and selling deceptively labeled Mexican avocados” and “deceptively marketing products.”

Regardless, that theory wasn’t enough. Plaintiffs argued that defendants’ sourcing practices are exploitative because they are “possible only by entities with sufficient size and power to dominate operations in foreign countries with weaker environmental regulations” and they “exploit residents of a foreign country and contribute to the wholesale destruction of forests.” Thus, “Defendants leverage their size and reach to flood the market with avocados, boxing out competitors.” But these were “conclusory assertions,” and didn’t explain what part of antitrust law was implicated.  Nothing in the FTC Act specifically “precludes a business from sourcing its products in a lower-cost country where environmental laws or other safeguards may be less stringent than in the United States,” and sourcing products abroad is not an FTC Act violation “simply because regulatory conditions in those countries make the cost of production lower.” Plus, injury to competitors isn’t injury to competition. [That argument rings particularly hollow where the alleged distortions operate on whole countries’ worth of businesses.]