A recent Federal Court decision in Australia
confirmed that the use of a trade mark in a domain name, coupled with use of
the trade mark on allied web sites can amount to trade mark violation.
FACTS - Mantra Group Pty
Ltd v Tailly Pty Ltd (No 2) [2010] FCA 29
·
Mantra,
an on-site letting agent of apartments named 'Circle on Cavill' situated at
Surfer's Paradise, Queensland was the plaintiff in this case.
·
Mantra
held the rights to control and let apartments in the complex. Tailly, the defendant,
on the other hand was an off-site letting agent for 'Circle on Cavill'.
·
Mantra
owned the trade marks use of 'Circle on Cavill' as it had registered three
marks each constituting the words 'Circle on Cavill'.
·
The
defendant had made some expressive use of the words 'Circle on Cavill' to
portray the apartment complex in the title, text and body of its web site - it
had also registered the words 'Circle on Cavill' as its domain name.
LEGAL ISSUES
The
question before the court was whether:
·
the
defendant had used 'Circle on Cavill' as a trade mark and therefore violated the
intellectual property rights of the earlier mark holder, Mantra;
·
Mantra
contended that the defendant had breached its trade mark registration and had
engaged in misleading and deceptive conduct under section 52 of the Trade
Practices Act 1974.
REASONING
Tailly challenged Mantra
by relying on section 122(1)(b) of the Trade Marks Act 1995 and stated
that it had used the words in good faith to reflect the
geographical location of its apartments.
The Court referring to the decision in
the 'Chifley Tower' case (MID Sydney Pty Ltd v Australian Tourism Co Ltd
(1998) 90 FCR 236.) accepted Mantra's contention and clarified that the defence
under section 122(1)(b) applies only to indicate a location of a country,
state, region, city, town or suburb - in the present case, the location of a place
of business was not a part of the list provided under section122(1)(b).
FINDINGS
·
The Court found that the defendant had
purposefully used the words 'Circle on Cavill' to obtain a commercial advantage
for its business.
·
Considering the use of the words 'Circle on Cavill' by the
defendant in context of the website as a whole, the court ordered in favor of
Mantra, and held that the domain name be transferred to its rightful trade
mark owner, Mantra.
·
The Court further banned Tailly from using the words as their domain
name or a search engine optimization, trade name and for any source of
promotion of its services.
LESSONS
·
This
decision outlines the need of registering a trade
mark, particularly for businesses which
rely significantly on the use of their mark to promote their services and
engage in trade. This includes property developers as well.
·
Property developers when deciding the
name of the complex, apartment, or condo for instance, must register the trade
mark before selling their property.
·
Registration alone is not enough
although half the battle is won – actively protecting the mark against
competitors and copy cats, will determine the remainder of victory.