Posts Tagged ‘Trademarks’

DAG4 issues – Trademarks

Tuesday, July 13th, 2010

The fourth version of the Draft Applicant Guidebook (DAG4) on new TLDs was the subject of much debate at the recent ICANN Brussels meeting (at which Valideus was a silver sponsor).

In the first in a series of short articles exploring the key issues discussed at Brussels, we examine what is perhaps the most contentious issue – trademarks and rights protection mechanisms for gTLDs. Forthcoming articles will examine issues of Malicious conduct, Security and stability, Economic impact, Geographic terms and Vertical integration.

  • Clearinghouse 
  • Uniform Rapid Suspension (URS)
  • Post Delegation Dispute Resolution Procedure (PDDRP)
  • Start-up Rights Protection Mechanisms (RPMs)
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     Trademark Clearinghouse: ICANN will shortly be posting an RFP for organisations who wish to run its Clearinghouse, which it describes as, “a central repository for information to be authenticated, stored and disseminated pertaining to the rights of trademark holders”. The Clearinghouse will hold a database of verified registered rights. Registry owners must implement either a Sunrise or an IP Claims system. They can pull from the Clearinghouse or have pushed to them lists of identical verified marks (no plurals or hyphens) thus saving the cost of having the same records validated time and again.  As proposed by the Implementation Recommendation Team (IRT), the Clearinghouse should include trademarks registered at any national or multi-national registry without discrimination. However, ICANN formed a Special Trademarks Initiative (STI) team, the majority of whom were not practising trade mark attorneys, and asked them to review this proposal. Fearing gaming by speculators who obtained expedited marks in order to participate in earlier RPMs, the STI recommended that the Clearinghouse should exclude trademarks from countries that do not conduct substantive review. Neither the STI nor ICANN defined substantive review.   Following a rearguard campaign by many IP organisations, ICANN finessed this debate by proposing that registries must recognise all marks from either “a jurisdiction that conducts substantive examination  prior to registration” or that have been “Court  or Trademark Clearinghouse validated”. Whilst this may be a practical solution, it does mean that the Clearinghouse will become “the arbiter of the validity of trademarks legitimately obtained”, as WIPO’s Erik Wilbers has said in a letter to ICANN.

    URS: The Uniform Rapid Suspension Scheme was designed to tackle what the IRT describes as, “Slam-Dunk cases of cybersquatting” but through is now described as not fit for purpose. Although it can now be used by complainants with trade mark registrations from jurisdictions that conduct substantive examination (again undefined) and those with Clearinghouse validated marks, many issues remain: the burden of proof is higher than the UDRP; it is “Not for any proceeding where there is an open question of fact”;   the loser does not pay; the cost has crept up from a recommended $100 to $300;  there is no fast-track for defaults;  the name is locked until renewal date with the possibility of a one year extension – there is no transfer of property; complaints can be up to 5,000 words long; panellists must be rotated; there is the possibility of an appeal stretching for two years after a decision; worst of all, with the possibility of the respondent applying for an extension to the Response Date, the URS could now take 45 days. This compares poorly with the eUDRP process: the first eUDRP managed through WIPO, Nokia Corporation vs. Jameela Seif took just 35 days between December 2009 and 2010.

    The Post Delegation Dispute Resolution Procedure (PDDRP) was designed by the IRT to combat registry owners who act in bad faith, with intent to profit from the systemic registration of infringing domain names or who otherwise use a gTLD for an improper purpose. With the number of gTLD registry owners to increase by a factor of at least 10 and more likely 20 in the first round alone, it is possible that some owners will behave as some bad actor registrars have done, warehousing domains, using aliases to disguise transactions between networks of associated companies, declining to implement UDRP decisions or to maintain accurate whois data. Although the PDDRP as set out in DAG4 allows a trademark owner to instigate a complaint on the basis of infringement on a trade mark, the prospect of monetary damages has been removed. Once again, it is WIPO that is leading the charge to amend the PDDRP: “The scope of the current PDDRP – as limited to affirmative conduct – undermines the intended effect of encouraging responsible TLD management and domain name system credibility”. In a letter to Rod Beckstrom and Peter Dengate Thrush dated 16 June 2010, WIPO calls for “the very real possibility of wilful blindness occurring in the course of the management of the new domains…it is unconstructive to expect trade mark owners to perpetually turn to second-level enforcement in a multi-jurisdictional context. A pro-active approach would be to focus on the design of Safe Harbours – which would not include a sweeping policing duty for registration authorities”.

    Start-up Rights Protection Mechanisms: ICANN now mandates that all applicants must implement at a minimum either a Sunrise or a Trademark Claims service during the Transition to Delegation of a character string. There is an encouraging additional comment that, “Registry operators may introduce additional rights protection measures relevant to the particular gTLD”.

    Brand management in the age of new gTLDs

    Thursday, July 8th, 2010

    The ICANN Brussels meeting, at which Valideus was a silver sponsor,  featured a session called, “Brand management in the age of new gTLDs” moderated by Valideus MD Nick Wood, with issues and observations made by a formidable panel of speakers including:

  • Caroline Perriard – Brand Intellectual Property Counsel, Nestle
  • Debra Hughes – Senior Counsel, American Red Cross 
  • Susan Payne – Brand Protection Manager, BBC
  • Kristina Rosette – Special Counsel, Covington & Burling
  • David Taylor – Partner, Hogan Lovells International LLP 
  • Richard Waterhouse – Chief Executive, Royal Institute of British Architects
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    You can listen to an audio podcast of the event (fast forward approx. one minute), read the full transcript and the presentation slides that panel were invited to respond to. We have selected key highlights and thematically grouped them below:

    Brand | Marketing and Sales | Trademarks and RPMs | Applying | Registry Operations | Public Interest

    Brand

    • A single new gTLD may not be enough if you own multiple brands and market in local scripts – and the process is too expensive.
    • What happens if you migrate to dot brand and then your company is acquired and there is a re-branding?
    • When should a corporation move from .com to brand? How do you assess the right moment?
    • It is not clear when or if a company with a dot brand registry will abandon or cut back its current portfolio of domains.
    • Not all marketers are going to welcome giving up the goodwill they have built under .com or ccTLDs.
    • If you are about brand value, a dot brand registry could become a mark of value and quality but it is going to take a long time to get there.

    Marketing and Sales

    • Applying for a new gTLD is not about tackling cybersquatting: it is about making a marketing impact.
    • What impact will the new gTLD programme have on search engine listings? The application costs are tiny compared to search engine marketing costs.
    • To make a dot brand registry work you’ll need a massive marketing budget. It could take years before it pays off.
    • You can use a new gTLD for validating your networks of distributors and licensees.

    Trademarks and Rights Protection Mechanisms (RPMs)

    • It is not just about building your own dot brand registry. What do you do about protecting your trademarks under hundreds of 3rd party registries?
    • You have decided whether you want to be an applicant in the first round or an objector. You might not need to object if no-one applies for a variation of your brand or a generic term of importance to you but you had better be ready.
    • You may be better off in court than going through the objection route that ICANN is proposing.
    • ICANN reserves the right to re-delegate your gTLD in certain circumstances. That’s just not acceptable, having your trade mark given to someone else.
    • The proposed rights protection mechanisms are better than they were at the start of the process but they are not enough, especially the PDDRP which is designed to counter “Bad Actor” registries. If it is not potent enough, there may be legal action but against who?  Should ICANN be sued?
    • Under the legal precepts as they exist in most jurisdictions today, everything on the right side of the dot is considered to be a generic.  What effect does putting your billion dollar brand on the right side of the dot do to your enforceability rights?
    • Does the “R” in URS stand for rapid or redundant? It is slower than the UDRP as now proposed.
    • There remains a need for a rights protection mechanism that will prevent trade mark owners from registering at the second level under hundreds of new gTLDs, like the Globally Protected Marks list which the IRT recommended but which has been cut by the ICANN staff.

    Applying

    • A single location for genuine content is good in theory but how do you get the attention and engagement of all the people you need to sign off on a project that could mean a complete, massively expensive re-branding? This is not a decision to make by yourself.
    • It is massively expensive: there’s the application fees, the annual fees, the costs of co-ordinating an application through consultants because you really can’t do this yourself, possibly auction fees and a legal action and then the charges of back-end registry managers.
    • In a May 2010 survey of c. 100 MarkMonitor clients, 23% said they would apply, 22% said they would not apply and 55% are undecided. Of those considering applying, 70% said it was a defensive move and 76% that the new gTLDs will require them to spend more time and money policing the internet.
    • There will be complex multi-national jurisdictional issues for some applicants that will need to be addressed including tax, transfer pricing, insurance etc. You’ll need to get your regulatory affairs and your IT people involved.
    • Last minute applications won’t work. This is not a trade mark application and certainly a domain application. It is more like a securities filing.
    • Information vital to the evaluation of an application may only come out through the public comments process. Anyone submitting such comments had better make sure they are 100% accurate.
    • To what extent will the background checks on applicants impact on an application? Could the findings of an Italian court against Google over a privacy matter see Google ruled out?

    Registry operations

    • Why should private brand registry operators have to pay a registrar to put a domain in their own registry…or give “equal access” to multiple registrars?
    • A new gTLD may provide a safe and secure environment where you can control the registration of domain names and perhaps decrease fraud.
    • How do you choose your back-end registry operator? If you get hacked it is going to be big news all over the world but you may want someone better, more flexible than the current big operators.
    • Big international companies will want to take charge, use a new gTLD in their own networks, limit public access.

    Public Interest

    • There has not been any research into what consumers think about the new gTLDs.
    • The registration and operation of terms like dot Bank need government oversight. There is a Public Interest angle.
    • If you want to apply for a generic term, to what extent are there anti-trust issues?