Comment by kagamine | Hacker News Reader

Comment by kagamine | Hacker News Reader

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Given that the use of something-gram is likely to cause confusion in the eyes of some, perhaps instagram ought to have given more thought to naming their product to begin with. I mean, any fool could see where this was heading if the app in its infancy was expected to be successful.

Car manufacturers and other industries spend fortunes on branding, app manufacturers by contrast appear to feel obligated to choose a random word and then scream "this is mine now talk to legal la la la I can't hear you".

Ianal but I would (theoretically and against my real lawyer's advice) argue in court that Instagram should have had better foresight than to use an already established word that is taken to mean "short message of indiscriminate content".

Of course the easy way out here is for Insta- i forget, oh yes gram, to pay the littergram bloke's costs for changing the name of his app and then help him to promote the new name. Saying as he is actually doing something a lot more worthwhile than sending shitposts from teen to teen. But why let decency get in the way of POWERSTRIDES THROUGH THE OFFICE LIKE A TRUE TECH-CONQUEROR SPITTING ON THE COMMONERS ... I FEEL SO STRONG NOW, NO-ONE CAN CHALLENGE ME.

I mean, the guy is trying to stop littering, he's not doing anything untoward.

I suspect Instagram are pretty darn happy with their choice of trade mark at this present moment in time. Trade mark enforcement is an inevitable aspect of becoming a large brand and here I think they have a legitimate interest in pursuing the guy. Also Instagram was not an already established word as far as I'm aware and was developed purely as a brand name for a photo-sharing app, and is therefore particularly distinctive. Happy to be corrected though.

In terms of the motivations, sure the guy is trying to stop people littering, but next thing you know, he's transitioned into selling ad space and is making his millions, all after free-riding on Instagram's goodwill in the name. I'm being facetious of course, but you don't know what will happen in the future. The context behind the use is also likely to have tempered Facebook's approach to the infringement. For all we know, they may have offered to help with the rebrand costs.

I don't know of many companies who adopt a completely over-zealous approach to trade mark enforcement. Do you know any that fall within the type you describe in your post?

Finally, I don't know who your lawyer is, but in the unlikely event the matter went to court, or to a trade mark authority's dispute resolution process, you would run an argument precisely in line with the one you describe. You would look to have the trade mark registration invalidated on the basis that it is descriptive and was therefore not suitable to be registered. I don't think you'd get very far but you'd make the argument all the same.

Wouldn't merely clarifying that you are NOT affiliated with Instagram be sufficient to end this dispute?

Let's take a ridiculous example, and say this guy changes his app name to "Littergram - a random mobile app that is completely unrelated to Instagram, and in no way whatsoever affiliated with Instagram, Inc. We are NOT Instagram.". How could they, at that point, argue this could confuse people?

You are right that making it clear the lack of affiliation is a positive step towards reducing confusion.

However there are some weaknesses in the solution (and reasons therefore why a brand owner would continue to pursue). When it comes down to it, the trade mark itself is still problematic, and there will still be cases where the trade mark is used in the absence of the disclaimer. Also, as a brand owner I don't want to have to continue to monitor the third party user just to make sure they continue to use the disclaimer.

Also, in addition to the confusion argument, there is also the argument that absent confusion, the third party is essentially looking to free-ride on the goodwill of the brand owner. That cause of action doesn't require confusion to be proved.

It's really down to Instagram and how they want to play it. Having a settlement agreement obliging Littergram to include the disclaimer in various places at all times may be sufficient. But the fact is, Instagram hold quite a strong hand and don't need to settle for just disclaimer, nor for the above reasons would that be advisable.

> There is also the argument that absent confusion, the third party is essentially looking to free-ride on the goodwill of the brand owner.

But can one consider that infringement? I would assume something like that to fall under a fair use doctrine in most jurisdictions.

Let’s say I invent a set of amazing tires for Audi cars (they only fit on an Audi car), and I sell them for half the price of a set of official Audi tires. I brand these tires as “AmazingTires for Audi”, with a disclaimer that I am not Audi, but a third party.

In this scenario, you’re riding on the goodwill of the brand, and the brand owner might oppose. However logically I would assume something like this not to constitute infringement, as you are not actually damaging the brand (if the product is good) and there is no other way to describe your product without using the Audi brand name.

There's a difference between fair use and taking unfair advantage of a brand owner'S trade mark. Your example would be likely to fall within the nominative use bracket as you're using the term to describe an attribute of the product. On the other hand, using a third party's trade mark with a clear intention of free-riding on their goodwill will be considered to take unfair advantage of that goodwill and be an infringement of trade mark law. Rolex Tractors would be an unlikely example.

"Instagram was not an already established word as far as I'm aware and was developed purely as a brand name for a photo-sharing app"

INSTAnt teleGRAM

Looks like a mashup of two words...

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