Jack Daniel’s Properties, Inc. v. VIP Products, LLC
Issues
Does the humorous use of another’s trademark as one’s own on a commercial product receive heightened First Amendment protection, and is such use “noncommercial” and therefore immune from a dilution by tarnishment claim?
Jack Daniel’s Properties, Inc. demanded that VIP Products stop selling a dog toy called “Bad Spaniels,” a toy in the shape of a Jack Daniel’s whiskey bottle but with dog-related alterations to the name and label. The issue is whether the “Bad Spaniels” toy should receive heightened First Amendment protection as a form of expressive conduct or whether courts should analyze such satirical products under the traditional trademark infringement test of the Lanham Act. Additionally, the Supreme Court must consider whether humorous use of another’s trademark should be considered a “noncommercial” use and therefore be immune from a dilution by tarnishment claim. Jack Daniel’s contends that the Ninth Circuit’s endorsement of the Second Circuit’s likelihood-of-confusion test undermines the purpose of the Lanham Act and that “Bad Spaniels” violates the Lanham Act’s anti-dilution provision. VIP Products counters that the Second’s Circuit’s test fills in gaps in the Lanham Act and is widely accepted by lower federal courts; and, it further contends that the Lanham Act’s anti-dilution provision amounts to unconstitutional viewpoint discrimination. The decision in this case will affect the rights of trademark holders, as well as the protections of those whose political, social, and artistic work utilizes the trademarks of others.
Questions as Framed for the Court by the Parties
(1) Whether humorous use of another’s trademark as one’s own on a commercial product is subject to the Lanham Act’s traditional likelihood-of-confusion analysis, 15 U.S.C. § 1125(a)(1), or instead receives heightened First Amendment protection for trademark-infringement claims; and (2) whether humorous use of another’s mark as one’s own on a commercial product is “noncommercial” and thus bars as a matter of law a claim of dilution by tarnishment under the Trademark Dilution Revision Act, 15 U.S.C. § 1125(c)(3)(C).
VIP Products, LLC (“VIP”) sells dog toys that parody well-known beverage brands on its website, MyDogToy.com. VIP Prods. LLC v. Jack Daniel’s Props. at 1172. These products, called “Silly Squeakers,” are in the shape of beverage bottles and cans but contain dog puns and other alterations.
Additional Resources
- Brad Japhe, Jack Daniel’s Trademark Dispute is Headed to the Supreme Court, Forbes (Nov. 25, 2022).
- Adam Liptak, May ‘Bad Spaniels’ Mock Jack Daniel’s? The Supreme Court Will Decide., N.Y. Times (Dec. 5, 2022).
- Isaiah Poritz, High Court to Review Speech Test in Jack Daniel’s Trademark Case, Bloomberg Law (Nov. 21, 2022).
- Dan Schweitzer, Supreme Court Report, NAAG (Dec. 14, 2022).