SCOTUS Hears Arguments in VIP Products V. Jack Daniels

The Supreme Court has finally heard arguments in the VIP Products v. Jack Daniels case, in which the whiskey company accused the dog toy maker of infringing its trademark with its whiskey bottle chew toy. Scott Hervey and Josh Escovedo discuss this dispute in the episode of The Briefing by the IP Law Blog. Watch this episode on the Weintraub YouTube channel here. Show Notes: Scott: I’m Scott Hervey with Weintraub Tobin. Josh: and I’m Josh Escovedo with Weintraub Tobin. The Supreme Court has finally heard arguments in the much talked about VIP Products v. Jack Daniels matter concerning the balancing of free speech under the First Amendment and trademark rights under the Lanham Act. That’s what we’ll be discussing on this installment of The Briefing by the IP Law Blog. Josh: As many of you know, Jack Daniel’s is claiming that the “Bad Spaniels” dog toy made by VIP Products infringes JD’s trademark, as it replaces key elements of their whiskey bottle with dog and poop references. Perhaps what is most interesting about this case is that it requires The Supreme Court to try to figure out what test is needed to balance trademark rights under the Lanham Act and Free Speech under the First Amendment. Scott, let’s tell the readers about the arguments. Scott: Sure. Jack Daniel’s argues that VIP’s dog toy is trademark infringement that needs to be reined in so customers don’t presume the liquor company is associated with the product. So, the main question is whether the so-called Rogers test should apply. The Rogers test provides First Amendment protections to works with others’ trademarks on them, so long as the work is considered “artistically expressive” and does not “explicitly mislead” consumers. As you know, the Ninth Circuit had said VIP’s toy met the test. Josh, can you tell our listeners about the government’s stance on the Rogers test? Josh: The federal government wants to get rid of the Rogers test, calling it “inconsistent” with the Lanham Act. Plain and simple. But what wasn’t so plain was the fact that the justices ran through various colorful scenarios with attorneys for Jack Daniel’s, VIP Products, and the government trying to figure out what test is needed to decide whether a work is protected by free speech or infringes trademarks, leading to a lot of laughter and some odd exchanges. They even discussed bad advertising, drunken animals, urine sales, and dog ownership. Scott: It was definitely a lively exchange. Josh: Definitely. Justice Samuel Alito called it unlikely that “any reasonable person” would look at the dog toy and assume Jack Daniel’s had approved it, leading to a long back-and-forth encapsulating much of Wednesday’s oddness. They even discussed the controversial Nationwide Insurance commercial that featured a child who was revealed to be dead. Scott: It’s fascinating to see the Supreme Court justices discussing such odd scenarios. I can’t wait to see the outcome of the case and how the Court will deal with the conflicting interests. Thanks for sharing, Josh. Josh: Of course. Thanks, Scott.