On December 23, 2009, the Federal Circuit Court of Appeals gave trademark applicant Michael Sones an early Christmas gift in reversing a Trademark Trial and Appeal Board decision maintaining a refusal to accept Mr. Sones's specimen of use submitted for his application to register the mark ONE NATION UNDER GOD for "charity bracelets." In the Federal Circuit decision In re Michael Sones, the court held that a picture of goods is not a mandatory requirement for a website-based specimen of use. The proper test for an acceptable website-based specimen is "just as any other specimen, …it must in some way evince that the [applied-for] mark is 'associated' with the goods and services as an indicator of source."
The specimen of use of the applied-for mark submitted with a statement of use consisted of pages from the applicant's website including a product listing consisting of the wording "ONE NATION UNDER GOD™ CHARITY BRACELET for $2.00" and under this listing the wording "ONE NATION UNDER GOD™ CHARITY BRACELET, CHOICE OF BLUE OR RED $2.00 EACH. No photograph of the product was displayed on the submitted website materials. The web page also displayed a "shopping cart" function for online ordering, including a "View Cart" and "Add to Cart" function.
During prosecution, the trademark examiner treated Sones's specimen of use as a 'web catalog' and strictly adhered to a rule from the Trademark Manual of Examining Procedures (TMEP) requiring a picture of the relevant goods as part of an acceptable catalog or similar specimen of use. In following this rule, the trademark examiner noted that the submitted specimen did not show a picture of the goods in close proximity to the mark— which, as described above, is entirely correct. In the Final Office Action, the trademark examiner took a more entrenched position, emphasizing that "a display is acceptable 'only if' it includes 'a picture of the relevant goods.'" (emphasis in original quote) The Board's decision followed the bright line rule applied by the trademark examiner and concluded that Sones failed to satisfy "the criteria …that the specimen (1) include a picture of the relevant goods and (2) show the mark sufficiently near the picture of the goods to associate the mark with the goods." The Board also noted what it believed to be an inadequacy of Sones's description of the goods on the submitted materials.
In reaching its decision, the Federal Circuit reviewed and commented on the origins of the rule applied by the trademark examiner and the Board. This rule originated in a federal district court decision Land's End, Inc. v. Manbeck, addressing a specimen of use from a mail order catalog. While the Land's End decision made reference to the catalog page showing a picture of the goods and corresponding description—thus constituting "a display associated with the goods"— the decision hinged on the catalog page's "point of sale" characteristics through the inclusion of order forms as part of the catalog. The USPTO interpreted and adopted the Land's End decision and created a new section in the TMEP specifically for "catalogs as specimens." Trademark examiners routinely apply this rule to electronic specimens of use, regardless of whether they are catalog pages, and the Board has regularly applied this standard on review.
In the Sones decision, the Federal Circuit clearly states that it does not believe the Land's End decision established a clear rule requiring that specimens of use from the Internet always include a picture of the goods. The Federal Circuit pointed to the Land's End decision's reliance on the "point of sale" nature of the specimen, and less on the fact that the catalog page included a picture. The Federal Circuit also indicated that Internet specimens should be viewed in the same manner as actual goods sold in a brick-and-mortar store. Product labels and product packaging displaying the mark are readily accepted without a picture of the goods. Likewise, product displays such as tradeshow booths, have been found to be acceptable, even though goods were not present or visible at the tradeshow booth. The TMEP recognizes that a website is akin to an electronic retail store and that a web page is a "shelf-talker" or "banner" encouraging consumers to buy a product. The TMEP also recognizes that ordering from a website is the "equivalent" to picking up a box in a store, and boxes as product packaging do not need a photograph of the goods per se to link a trademark to the goods inside. Accordingly, the Federal Circuit questioned the need for a photograph in the context of Internet specimens. The Federal Circuit further pointed out that the TMEP also includes a section concerning specimens of use entitled "Electronic Displays" which makes reference to websites, but does not recite the elements of the test from Land's End.
The Federal Circuit acknowledged that a "visual depiction" of a product is an important consideration in determining the sufficiency of an Internet specimen and the absence of a picture could certainly support a lack of association between a mark with the source of the goods. Nevertheless, a picture is not the only means for establishing an association between a mark and the goods, and a bright-line rule as applied by the trademark examiner and maintained by the Board was not correct. The Federal Circuit identified factors, as examples, to be considered in examining an Internet specimen of use, and possibly offsetting the lack of picture, as the "point of sale" nature of the specimen and whether the actual features or inherent characteristics of the goods are recognizable from the textual description.
The Federal Circuit vacated the decision of the Board and remanded the case for further proceeding consistent with the Federal Circuit's decision.
This decision raises interesting issues that could shape future USPTO analysis of specimens of use and TMEP sections. The Federal Circuit is clearly looking to substance over form in specimens of use. Will this ease review of non-traditional or "new media" specimens of use? The Federal Circuit has made a distinction between a catalog as a specimen of use and an Internet reference as a specimen of use, but did not offer guidance on Internet-based catalogs. Whereas the TMEP section pertaining to catalogs as specimens of use includes factors that do not fully reflect the Land's End decision, might an amendment to this TMEP section be forthcoming? These issues are likely to be addressed as the Board and USPTO digest the Federal Circuit's decision.
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Vol. 53, June 2010