{"id":3710,"date":"2023-09-11T13:34:18","date_gmt":"2023-09-11T17:34:18","guid":{"rendered":"https:\/\/www2.law.temple.edu\/10q\/?p=3710"},"modified":"2023-09-11T13:34:18","modified_gmt":"2023-09-11T17:34:18","slug":"jack-daniels-v-bad-spaniels-jack-daniels-prevails-in-trademark-lawsuit","status":"publish","type":"post","link":"https:\/\/law.temple.edu\/10q\/jack-daniels-v-bad-spaniels-jack-daniels-prevails-in-trademark-lawsuit\/","title":{"rendered":"Jack Daniel\u2019s v. Bad Spaniels: Jack Daniel\u2019s Prevails in Trademark Lawsuit"},"content":{"rendered":"<p>September 11, 2023<\/p>\n<p>The case is <em>Jack Daniel\u2019s Properties, Inc. v. VIP Products, LLC<\/em>, No. 22-148 (U.S.). A copy of the decision is <a href=\"https:\/\/www.supremecourt.gov\/opinions\/22pdf\/22-148_3e04.pdf\">linked<\/a>.<\/p>\n<p>Jack Daniel\u2019s Properties, Inc. (\u201cJack Daniel\u2019s\u201d), owner of trademarks in the famous Jack Daniel\u2019s bottle of Tennessee whiskey, received a favorable unanimous ruling delivered by the Supreme Court on June 8, 2023, in a trademark lawsuit against dog accessory maker, VIP Products, LLC (\u201cVIP\u201d), whose sale of the parody dog toy called \u201cBad Spaniels\u201d allegedly violated and diluted Jack Daniel\u2019s intellectual property rights to the bottle and many of the words and graphics on the label.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-3716\" src=\"https:\/\/law.temple.edu\/10q\/wp-content\/uploads\/sites\/12\/2023\/09\/Picture3.png\" alt=\"\" width=\"549\" height=\"309\" srcset=\"https:\/\/law.temple.edu\/10q\/wp-content\/uploads\/sites\/12\/2023\/09\/Picture3.png 549w, https:\/\/law.temple.edu\/10q\/wp-content\/uploads\/sites\/12\/2023\/09\/Picture3-300x169.png 300w\" sizes=\"auto, (max-width: 549px) 100vw, 549px\" \/><\/p>\n<p>As illustrated above, on the toy, the words \u201cJack Daniel\u2019s\u201d become \u201cBad Spaniels\u201d; the descriptive phrase \u201cOld No. 7 Brand Tennessee Sour Mash Whiskey\u201d becomes \u201cThe Old No. 2 On Your Tennessee Carpet\u201d; and \u201c40% alc. by vol. (80 proof)\u201d becomes \u201c43% poo by vol.\u201d and \u201c100% smelly.\u201d<\/p>\n<p>Jack Daniel\u2019s asserted that VIP had infringed their marks by leading consumers to think that Jack Daniel\u2019s created the dog toy and VIP had diluted their marks by tarnishment (<em>e.g.<\/em>, by associating the whiskey with dog excrement).<\/p>\n<p>On the count of trademark infringement, the appellate court ruled, using the <em>Rogers <\/em>test, that the chew toy sold by VIP is an \u201cexpressive work\u201d protected by the First Amendment. With respect to dilution, the Court of Appeals for the 9th Circuit ruled that the pun-laden dog toy entailed a \u201cnoncommercial\u201d use by conveying a humorous message about a product (<em>e.g.<\/em>, a parody), thereby shielding VIP from liability. \u00a71125(c)(3)(C).<\/p>\n<p>The Supreme Court rejected both conclusions, finding that the source-identifying function of the disputed marks ultimately \u201cfalls within the heartland of trademark law, and does not receive special First Amendment protection.\u201d Because VIP used the marks derived from Jack Daniel\u2019s as source identification, the proper inquiry is the question of likelihood of consumer confusion, not the threshold <em>Rogers <\/em>test. Without ruling squarely on the merits of the <em>Rogers <\/em>test (<em>i.e.<\/em>, in the context of using protected marks in commercial products containing expressive or artistic works), the Court nevertheless held that the <em>Rogers<\/em> test (and the First Amendment) does not demand an alleged infringer be insulated from \u201ctrademark law\u2019s cardinal sin . . . when someone uses another\u2019s trademark as a trademark.\u201d<\/p>\n<p>On the more straightforward issue of dilution, the Court held that the appellate court\u2019s broad interpretation of the noncommercial exemption is in conflict with the fair use exclusion, which expressly protects \u201cparodying, criticizing, or commenting upon\u201d uses, unless the infringing use is \u201cas a designation of source for the person\u2019s own goods or services.\u201d \u00a71125(c)(3)(A).<\/p>\n<p>Thus, in choosing the \u201cnarrow path\u201d and sidestepping the question of whether the <em>Rogers <\/em>test should be discarded, the intersection between trademark law and the First Amendment remains a murky area.<\/p>\n<p>The full article in its original form can be found <a href=\"https:\/\/www.ratnerprestia.com\/2023\/06\/16\/jack-daniels-v-bad-spaniels-jack-daniels-prevails-in-trademark-lawsuit\/\">here<\/a>.<\/p>\n<p><em>Shayne D. Rasay (LAW \u201919) is an associate at RatnerPrestia where she assists in patent prosecution and other intellectual property litigation.<\/em><\/p>\n<p><em>John W. McGlynn is a shareholder at RatnerPrestia and chairs the firm\u2019s Trademark practice group.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>September 11, 2023<br \/>\nShayne Rasay (LAW \u201919) and John<br \/>\nMcGlynn co-authored an article discussing the Supreme Court\u2019s ruling in favor of Jack Daniel\u2019s in a trademark lawsuit against a dog accessory maker.<\/p>\n","protected":false},"author":33,"featured_media":3718,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12,36],"tags":[2706,549,1949,124,2707,2708,342,203],"coauthors":[2704,2705],"class_list":["post-3710","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-alumni-authored","category-intellectual-property","tag-dilution","tag-first-amendment","tag-infringement","tag-intellectual-property","tag-jack-daniels","tag-rogers-test","tag-supreme-court","tag-trademarks","masonry-post","generate-columns","tablet-grid-50","mobile-grid-100","grid-parent","grid-33"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Jack Daniel\u2019s v. 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