Fox News’ website isn’t just fair and balanced, it’s also among the most protective of web users’ personal information, according to a new rating system called PrivacyScore. PrivacyChoice LLC, based in Santa Cruz, Calif., developed PrivacyScore as a way to…

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Technologist Andrew Chow, JD

Google’s new privacy policy takes effect in just a few days. But there’s still time for users to keep their web histories from being shared, and it takes only a few clicks. Under Google’s new policy beginning March 1, user…

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Technologist Andrew Chow, JD

A lawsuit challenging Facebook’s “sponsored stories” can go forward, according to a federal judge in California. Sponsored stories popped up in January as a way to connect “likes” and advertising. Facebook generates the ads when a user’s friend “likes” a…

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Technologist Stephanie Rabiner, Esq.

New Jersey attorney Ty Hyderally landed himself into some trouble over his law firm website’s seal. Hyderally’s cousin designed the website for him. The cousin found the seal via a Google search and decided to integrate it onto the website…

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Technologist Cynthia Hsu

Though most of the quibbling over the purchase of a rival’s name for the purpose of search engine marketing has focused on corporate entities, a recent Wisconsin case focuses on the use of lawyer keywords. A state judge has dismissed…

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Technologist Stephanie Rabiner

Apple is facing another lawsuit, except this time it’s coming from a consumer, not a competitor. The class action suit alleges that Apple is providing free games in order to dupe children into making expensive in-app purchases without their parents’…

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Technologist Stephanie Rabiner

I love it when tech giants battle over stuff, particularly in the legal arena.  When you have two parties with virtually unlimited resources and an unfettered willingness to spend money on lawyers, it makes for interesting reading … and hopefully for more interesting law at some point down the line.  We don’t always have such excitement in the Boston legal community.

Such is the case with Microsoft’s recent filing at the Trademark Trial and Appeal Board (“TTAB”) (of the United States Patent and Trademark Office) contesting Apple’s attempt to trademark the term “APP STORE.”  Microsoft argues that “APP STORE”  is “generic for retail store services featuring apps and unregistrable for ancillary services such as searching for and downloading apps from such stores.”  The company further contends that “APP”  is “a common term for mobile software applications, while “STORE” is a common term for a “place where goods are sold.” 

Following so far?  A generic term can’t be registered for use as a trademark because it refers to the actual product class of which a particular product is a member and therefore can’t be protected as a mark.  It would be like trying to register the term “VIDEO GAME” for video games or—for those of us over 40 who still remember video games’ predecessors—the term “PINBALL” to describe pinball machines.

Microsoft’s argument has merit and the company has a reasonable basis to contest the mark.  Of course, this doesn’t mean that Apple won’t win in the end, but it should be an interesting read when the TTAB decision come out—at least to us trademark lawyers.  (And the parties may then have the opportunity to fight it out in federal court.)  Needless to say, neither party suffers from a lack of resources to fight to the bitter end.  But they could settle too, if for instance, Apple lets Microsoft use the term to describe its own “App Store.”

There are numerous factors which the TTAB and a court can take into consideration when determining whether a mark is generic, including:  how the potential trademark owner itself uses the term; whether third parties use the term as a common name for their own products; what the dictionary definition is (if any) for the term as a common name for a particular type of product; whether there are other available terms to describe the common name for the products; the period of time in which the trademark has been in use; how the press and others use the term; and of course, the results of any survey evidence that either party introduces (which are usually subject to vigorous attack by the other party).  There are other factors too, but these tend to be the main ones for determining “genericness.” 

Without going into too much detail here, Microsoft does have some favorable evidence to support its claim, as does Apple.  While there are a ton of trademark cases that discuss generic marks, a 4th Circuit decision comes to mind, Hunt Masters, Inc. v. Landry Seafood Restaurant, Inc., 240 F.3d 251 (4th Cir. 2001).  In that case, the court found that the term, “CRAB HOUSE” to describe a restaurant that, uh, served crabs “is a generic term referring to a class of restaurants that serve crabs.”  It found:

Here, the meaning of the individual words is fairly clear. A crab is “any of numerous chiefly marine broadly built crustaceans,” while “restaurant” is one of the many definitions of the word “house.”  Webster’s New International Dictionary 1096 (3d ed. 1961). Other common words that are often used as synonyms for “restaurant” include bar, parlor, and shop. When preceded by a type of food, these words describe various classes of restaurants, such as ale houses, tapas bars, ice cream parlors, and coffee shops. Each term denotes a class of restaurant serving a particular type of food, just as”crab house” denotes a class of restaurant that serves crabs. 

The court also rejected the plaintiff’s survey evidence when assessing genericness.  So “CRAB HOUSE” was deemed to be unprotectable.  While there are a few factors that differentiate this case and some of its principles from what Microsoft is arguing at the TTAB (such as time frame related to evaluating genericness), given the abundance of legal precedent in this area, the company can reasonably argue that ”APP STORE” is a generic term (or a merely descriptive one) for a place that sells applications.  Much of the fight will be over the term “APP.”

Of course, as any intellectual property or technology lawyer will tell you, trademark law is a highly nunaced area of practice, so these cases can turn on distinctions that at times seem more imaginary than real—especially in a sector as fast-paced as technology.  We’ll just have to wait and see.

I know advertisers are constantly looking to determine how effective their ads are, but this story is just creepy.  Not necessarily for what it is at the moment—which seems harmless—but for what it can (and will) lead to in the not-too-distant future.  It seems that advertisers, in their never-ending quest to gather as much information as they can about you to supposedly better target your preferences, have now started to embed cameras in video screens that display advertisements.  These cameras watch you as you watch the ad.

The cameras can apparently determine—with a fair degree of accuracy—the person’s gender, approximate age range, and ethnicity (in some cases).  As a result, the advertisements can tailor themselves to the person viewing them.  Thus, according to the article, men could see ads for razors, women could view cosmetics ads, and teens could check-out the latest video game advertisements. 

The advertising industry hasn’t quite decided what to call these ads yet, but early contenders include such terms as “smart ads,” ”proactive merchandising,” “gaze tracking,” or the lengthier “face-based audience measurement.”  Sounds innocuous, doesn’t it? The article is quick to point out that the technology doesn’t identify people individually, but only the categories mentioned above. 

So it’s far from perfect.  For now.  But does anyone truly think that it won’t be vastly improved in the future?  Advanced face-tracking technology is already used by various government agencies and security companies.  How long do you think it will be until these types of ads can identify people individually, correlate and aggregate the information, and then engage in “hyper-targeting” (for lack of a better word)?

Imagine staring at an advertisement for Ex-Lax at a local mall for a few seconds only to return home and find a $5.00 off coupon waiting for you in your e-mail.  Or how about ads from Ex-Lax’s competitors, with the heading, “Constipated”?  Or better yet, how about if it’s sent directly to your cell phone or PDA, especially when you walk past a drugstore?  There’s nothing like instant gratification these days. 

Think it won’t happen?  It’s only a matter of time.  Of course, Congress or the states can step in and try to outlaw these eventual types of advertising practices (which will hopefully withstand First Amendment challenges), but there’s no indication that they will—especially given the considerable strength of the advertising lobby.  

Advertisers will undoubtedly claim that such methods will allow them to tailor their message to people who not only want their products, but need them.  I can see the pitch to Congress now during the hearings:  “Our methods allow us to deliver specifically-targeted content to consumers who will not only benefit from use of our product, but will also be given the opportunity to derive savings and . . .” blah, blah, blah.  Remember, the business of America is business, and advertising is the great facilitator of that.

And of course, the issue is never just the collection and aggregation of the data, but what happens to it, who can see it, how it’s used, under what circumstances it can be disclosed, and all of those other pesky policy questions that relate to giving an individual some semblance of control over their personal lives.  Just don’t expect any help from the advertisers.