Domain name: Prior use in commerce: Common law
mark: E-commerce: Internet law: Trademark: Uniform Dispute Resolution Policy: OMPI
(UDRP): Anticybersquatting: ACPA: Consumer law:
Appellant Direct Niche, LLC initiated this case
against Appellee Via Varejo S/A under the Anticybersquatting Consumer
Protection Act (ACPA), 15 U.S.C. § 1114(2)(D)(v), seeking to obtain a
declaratory judgment that its registration and use of the domain name casasbahia.com
is not unlawful under the ACPA. Via Varejo maintained that Direct Niche is
not entitled to the requested relief because Direct Niche registered the casasbahia.com
domain with a bad faith intent to profit from Via Varejo’s common law
service mark, Casas Bahia.
After a four-day bench trial, the United States
District Court for the Southern District of Florida agreed with Via Varejo and
entered judgment accordingly. On appeal, Direct Niche challenges only the
district court’s finding that Via Varejo has used the Casas Bahia mark in
commerce in a manner sufficient to establish ownership rights. After careful
review of the record and briefs of the parties, and with the benefit of oral
argument, we affirm.
Via Varejo is a Brazilian corporation with its
principal place of business in São Paolo, Brazil. Via Varejo is the parent
company of the Casas Bahia chain of retail stores. Casas Bahia is a
multi-billion dollar retail brand with around 22,000 employees and over 750
stores throughout Brazil. Via Varejo owns a trademark portfolio for its Casas
Bahia mark, including about forty trademarks in countries around the world. At
the time of the bench trial, Via Varejo had pending applications for three Casas
Bahia service marks in the United States. Via Varejo uses the Casas Bahia name
to sell electronics, furniture, appliances, and other consumer goods. In
addition to brick-and-mortar stores, Via Varejo has utilized the Casas Bahia brand
in e-commerce since 2009, operating under the domain name casasbahia.com.br (the
Casas Bahia Website).
Via Varejo does not operate any physical Casas
Bahia stores in the United States and does not ship goods ordered online to the
United States, although millions of Internet Protocol (IP) addresses located in
the United States access the Casas Bahia Website every year.
In addition to the sale of products to
consumers, Via Varejo also generates income from the Casas Bahia Website
through the sale of advertising space to third-parties, including U.S.
companies. Via Varejo does this in three ways: (1) preferred product placement,
(2) a banner advertising program, and (3) its marketplace seller program.
Direct Niche is a limited liability company in
Minnesota whose sole business is the acquisition of Internet domain names. At
the time of trial, Direct Niche’s portfolio contained over 150 domain names,
purchased through online auctions and sales, or through direct registration on
websites like GoDaddy.com. Direct Niche monetizes the domain names it
owns through resale, or by “parking” advertisements on the domain. “Parking” is
an arrangement in which the domain name owner provides a third-party company
with the exclusive right to “park” pay-per-click or other revenue-generating
advertisements under the domain name. The “parking” company then pays Direct
Niche a portion of the profits it generates from the advertisements. In this
way, Direct Niche capitalizes on the web traffic to a particular domain. Any
traffic to these domain names stems from the prior use of the domain name by a
different owner, which often is, or was, a real business.
On June 15, 2015, Direct Niche registered the
domain name casasbahia.com (the Domain) after purchasing it in an online
auction. Direct Niche paid $22,850 for the Domain, the most it had ever paid
for a domain name, and twenty times what it pays on average for a domain name.
Direct Niche uses the Domain to generate revenue through the parking of
advertisements. Traffic to the Domain occurs when individuals manually type casasbahia.com
into their web browsers and are directed to the Domain where the parked
advertisements appear.
In July 2015, Via Varejo filed a complaint under
the Uniform Dispute Resolution Policy (UDRP) challenging Direct Niche’s
registration of the Domain. A panelist with the World Intellectual Property
Organization (WIPO) issued an Administrative Panel Decision on October 17,
2015, ordering that the Domain be transferred to Via Varejo. As a result,
Direct Niche filed this lawsuit on November 5, 2015, seeking a declaration that
its registration or use of the Domain was not unlawful under the ACPA, and
requesting an injunction against the transfer of the Domain. See 15
U.S.C. § 1114(2)(D)(v).
This section of the ACPA provides a remedy to
aggrieved domain name registrants against “‘overreaching trademark owners.’” See
Barcelona.com, Inc. v. Excelentisimo Ayuntamiento de Barcelona, 330 F.3d
617, 625 (4th Cir. 2003) (quoting S. Rep. No. 106-140, at 11). Specifically,
this provision states:
A domain name registrant whose domain name has
been suspended, disabled, or transferred under a policy [such as the UDRP] may,
upon notice to the mark owner, file a civil action to establish that the
registration or use of the domain name by such registrant is not unlawful under
this chapter. The court may grant injunctive relief to the domain name
registrant, including the reactivation of the domain name or transfer of the
domain name to the domain name registrant.
15 U.S.C. § 1114(2)(D)(v).
Via Varejo maintains that Direct Niche is not
entitled to the relief it seeks because its registration and use of the Domain
did violate the ACPA, specifically, 15 U.S.C. § 1125(d)(1)(A). Under this
provision, a person is liable to the owner of a mark if he registers or uses a
domain name that is identical or confusingly similar to the mark with a bad
faith intent to profit from the use. See 15
U.S.C. § 1125(d)(1)(A).
Specifically, the district court found that Via
Varejo had appropriated ownership rights to the Casas Bahia mark in the United
States because it used the mark in commerce to provide advertising services for
others. The court further determined that the Casas Bahia mark is inherently
distinctive; the Domain is identical or at least confusingly similar to the
Casas Bahia mark; Direct Niche registered the domain with the bad faith intent
to profit; and Direct Niche is not entitled to the statutory safe harbor
defense. Based on these findings, the district court entered final judgment in
favor of Via Varejo.
The issue on appeal is whether Via Varejo owns
the Casas Bahia service mark in the United States. Appropriation of service
mark ownership rights under common law requires “‘actual prior use in
commerce.’” See Planetary Motion, Inc. v. Techsplosion, Inc., 261 F.3d
1188, 1193 (11th Cir. 2001) (quoting Tally-Ho, Inc. v. Coast Cmty. Coll.
Dist., 889 F.2d 1018, 1022 (11th Cir. 1989)).
Planetary Motion, Inc., 261 F.3d at 1194-95 & n.8. To determine whether a party has proved
“use in commerce” sufficient to establish ownership, this Court has
consistently applied the two-part test set forth in Planetary Motion:
“Evidence showing, first, adoption, and, second,
use in a way sufficiently public to identify or distinguish the marked goods in
an appropriate segment of the public mind as those of the adopter of the mark,
is competent to establish ownership, even without evidence of actual sales.”
(…) “The typical evidence of use in commerce is
the sale of goods bearing the mark,” however, “in the absence of actual sales,
advertising, publicity, and solicitation can sufficiently meet the public
identification prong of the test.”
(U.S. Court of Appeals for the Eleventh Circuit,
August 3, 2018, Direct Niche, LLC v. Via Varejo S/A, Docket 17-13937, District
Judge Howard, sitting by designation, published)
Procédure à suivre
en cas de contestation de l’enregistrement par un tiers d’un nom de domaine. En
l’espèce, la requérante est établie au Brésil et non aux U.S., où elle ne
déploie que des activités de type E-commerce. Sa marque étrangère n’est pas
enregistrée comme nom de domaine aux U.S., ni en tant que marque. L’intimée en
profite et enregistre aux U.S. ce nom de domaine pour son propre compte,
générant du trafic Internet lucratif. La requérante saisit l’OMPI selon l’UDRP.
L’OMPI ordonne le transfert du nom de domaine à la requérante. L’intimée ouvre
alors action devant l’U.S. District Court (action en constatation, requête de
prononcé d’une injonction), puis saisit l’U.S. Court of Appeals. L’intimée
soutient que la requérante abuse de sa marque, comportement que prohibe l’ACPA,
qui peut permettre de revendiquer l’attribution d’un nom de domaine nonobstant
la marque propriété d’autrui. La requérante invoque pour sa part 15 U.S.C. §
1125(d)(1)(A) de l’ACPA, disposition selon laquelle celui qui enregistre ou
utilise un nom de domaine identique ou similaire à une marque d’autrui, avec
l’intention de mauvaise foi de profiter de l’usage du nom de domaine, engage sa
responsabilité envers le titulaire de la marque.
In casu, la requérante
n’avait donc pas enregistré le nom de domaine (ni la marque), mais l’usage de
ce nom et de la marque dans le commerce U.S. était suffisant pour lui conférer
un droit exclusif. L’usage dans le commerce aux U.S. consistait à fournir des
services publicitaires pour autrui (des tiers domiciliés aux U.S. pouvaient
placer de la publicité sur le site Internet de la requérante). L’usage est
suffisant s’il peut être prouvé qu’il est suffisamment public pour identifier
ou distinguer les produits dans un segment approprié de la collectivité
publique. L’existence ou l’absence de ventes n’est pas déterminante. En
l’absence de ventes, la publicité et les sollicitations peuvent suffire.
Le jugement est en
faveur de la requérante.