Combat grey market goods in the US - Covington & ?· US: GREY GOODS 58 NOVEMBER 2008 G rey market goods,…

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  • US: GREY GOODS

    NOVEMBER 2008 WWW.MANAGINGIP.COM58

    G rey market goods, also known as parallel imports, are genuine products pro-tected by copyright, trade mark or patent rights that are imported into acountry without the authority of the IP rights owner in that country. It is esti-mated that tens of billions of dollars are lost annually to grey market sales. Theproblem is exacerbated by the expanding and borderless internet marketplace andwill almost certainly worsen as the global economy slips into recession.Notwithstanding this growing problem, a broad base of IP owners, including in thefields of luxury goods, information technology, publishing, software and pharma-ceuticals, persist in their efforts to tackle the grey market, with notable success.

    No grey skies for copyrightThe past few months have yielded a series of decisions that have solidified the principlethat the so-called first sale doctrine is not a defence to unauthorised importation and dis-tribution of copyrighted grey market goods that are manufactured and first sold abroad.In September 2008, the US Court of Appeals for the Ninth Circuit affirmed its longstanding precedent in this respect (Omega SA v Costco Wholesale Corp [9th Cir 2008]).This was the Ninth Circuits first copyright case concerning grey market goods since theSupreme Court decided Quality King Distributors, Inc v Lanza Research International,Inc (1998). In that case, the Supreme Court held that the first sale defence under 109(a)of the Copyright Act applied to copyrighted goods made in the United States, exportedabroad, then imported back into the United States, and that the US copyright ownercould not stop the sale of grey market goods under those circumstances. The SupremeCourt did not reach the issue of whether the first sale defence would apply where thegoods were manufactured abroad and then imported into the United States, a point thatJustice Ginsberg took great care to emphasise in her concurring opinion.

    The Omega decision is the first US federal appellate court opinion to directlyaddress this issue left open by the Supreme Court in Quality King. Omega, a well-known watch manufacturer, filed suit against discount store Costco for infringing itsdistribution and importation rights under 106(3) and 602(a) of the CopyrightAct. Omega alleged that Costco was selling unauthorised, genuine Omega watchesbearing Omegas US-copyrighted Omega Globe Design. Costco responded thatsuch sales were permitted under the first sale doctrine of 109(a), which generallylimits 106(3) and 602(a) and states that once a copyright owner has sold a law-fully made copy, the purchaser is entitled, without the authority of the copyrightowner, to sell or otherwise dispose of the possession of that copy.

    After carefully analysing the Supreme Courts decision in Quality King, includingJustice Ginsburgs concurrence, the Ninth Circuit concluded that the Supreme Courtdid not address the effect of 109(a) on claims involving unauthorised importa-tion of copies made abroad. The Ninth Circuit went on to parse the language ofthe Copyright Act and to conclude that the application of 109(a) to foreign-madecopies would impermissibly apply the Copyright Act extraterritorially in a way thatthe application of the statute after foreign sales does not. Thus, the Ninth Circuitupheld its established precedent, concluding that the first sale doctrine is unavail-able as a defense and that Costco could be held liable for its unauthorised impor-tation and sale of copyrighted Omega watches manufactured and first sold abroad.Costco has petitioned for rehearing en banc.

    Microsoft Corporation has also had significant success in the past year combat-ing grey market goods. Courts ruled in Microsofts favour in at least three separatecases involving claims of unlawful importation and distribution of MicrosoftsStudent Media software that was manufactured abroad and not authorised for sale

    Combat grey market goods in the USCase law surrounding grey market goods is still developing in the United States, but Ronald Doveand Hope Hamilton suggest some practical strategies for successfully preventing their importationand distribution

    So-called grey marketgoods are imported into acountry without the con-sent of the IP rights ownerand may be manufacturedunder poor conditions and

    without employing standard quality controlmeasures. This can harm a companys reputa-tion and result in substantial lost profits.Although US law is not yet developed when itcomes to enforcing IP rights over grey marketgoods, recent copyright and trade mark caselaw offers hope for IP owners and can beinstructive in considering strategies for dimin-ishing the potentially negative impact of suchproducts. By staying informed and employingthese helpful practice tips, IP owners canavoid falling prey to the gloom often cast bygrey goods.

    One-minute read

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    or use in the United States. Most recently, in MicrosoftCorporation v Intrax Group, Inc, No (ND Cal, 2008), the USDistrict Court for the Northern District of California grantedsummary judgment in Microsofts favour, citing the NinthCircuits recent decision in Omega, and rejecting the defen-dants appeal to the first sale doctrine. The court also con-firmed that a US purchaser or retailer of grey market goodscan be found liable for copyright infringement even if it wasnot the original importer of those goods.

    Look to the Lanham ActTrade mark owners continue to find success inappealing to the US Lanham Act to fight grey mar-ket goods. In Hyundai ConstructionEquipment USA, Inc v Chris Johnson Equipment,Inc, (ND Ill, 2008), a federal court in Illinoisgranted summary judgment in favour of Hyundai,the exclusive distributor of new Korean manufac-tured Hyundai heavy construction equipment inthe United States and Canada. Hyundai sought aninjunction prohibiting Johnson, the defendant,from selling in the United States Hyundai equip-ment that was manufactured for sale in the Koreanand Chinese markets. Johnson argued thatHyundai lacked standing because it did not ownthe Hyundai trade mark in the United States. Healso asserted that there was no evidence of actualconsumer confusion, because his buyers weresophisticated and knew that the equipment theywere purchasing differed from that authorised forsale in the United States.

    The court held that Hyundai had standingunder 43(a) of the Lanham Act, even though itsparent owned the Hyundai trade mark in theUnited States, because it had a reasonable interestto protect against false advertising and the likeli-hood of consumer confusion, particularly whereJohnson was benefiting from Hyundais promotionof its products in the United States. The court wenton to conclude that Johnson had infringed theHyundai trade mark due to the likelihood of con-fusion caused by numerous material differencesin the equipment, including that the unlawfullyimported equipment had altered or defaced serialnumbers, was sold without the standard warrantyavailable in the US, had Korean language safety,

    operation, and maintenance instructions, and had non-EPAcompliant engines.

    Quality controlEmploying strict quality control measures also has proven tobe an effective tool in combating grey market goods. AlthoughUS courts have been inconsistent in their approach to consid-ering quality control measures some treat such measures asa factor in the material difference test, others treat them as

    The recent decision in Tiffany (NJ) Inc v eBay,Inc, (SDNY, 2008) is also instructive for thosebattling the grey market.

    Frustrated with the skyrocketing cost oftackling a seemingly endless stream of individ-uals selling counterfeit goods through eBaysonline marketplace, Tiffany filed a suit againsteBay under theories of direct and contributorytrade mark infringement, unfair competition,false advertising and dilution. With regard tocounterfeit sales, Tiffany argued that eBay wason notice of the illegal activities of its sellersand that by failing to pre-emptively prohibitlistings of certain Tiffany items, eBay engagedin infringing activity. eBay countered that it wasTiffanys responsibility to police for counterfeits

    and report them to eBay if Tiffany reportedspecific instances of infringement, eBay wouldpromptly act to remove them. The US DistrictCourt for the Southern District of New Yorkagreed with eBay and entered judgment ineBays favour.

    Although Tiffany has appealed this decision,the case is nevertheless instructive for thosebattling grey market goods for three reasons: 1) It serves to emphasise that courts may put

    the burden on IP owners to enforce theirrights, even where there may be strong evi-dence that the middleman (such as auc-tioneers, flea market operators or ISPs)know or have reason to know of infringingactivities by their customers.

    2) The strength of Tiffanys arguments wasdiminished by its perceived failure to takesufficient steps and to invest sufficientresources toward combating infringement(for example Tiffany stopped using eBaysVeRO programme and invested less than0.05% of its net sales in one year for brandenforcement).

    3) Finally, the decision reinforces that IP own-ers may prevail on a contributory infringe-ment theory against the middlemanwhere the middleman (i) has direct control,(ii) exercises sufficient control and monitor-ing, and (iii) knows of specific instances ofinfringing activity and fails to take steps toprevent it.

    Tiffany v eBay

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    a separate consideration in assessing the genuineness of a good(that is goods that do not meet the trade mark owners quali-ty control standards are not considered genuine) -courts haveconsistently found them to be relevant in their analysis of greygoods cases.

    The US District Co

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