Extraterritorial Application of the Lanham Act
Discussion
TOPUnited States corporations operating abroad often look to the Lanham Act,1
15 U.S.C. § 1051 et seq.
See Mark Crowe, Brand in the Boardroom, Your Most Valuable Asset Brand Finance (2020), https://brandfinance.com/insights/brand-in-the-boardroom(last visited Nov 11, 2021); Felix Richter, Infographic: The U.S. Companies With The Highest Overseas Earnings, Statista Infographics (2017), https://www.statista.com/chart/11619/the-us-companies-with-the-highest-overseas-earnings/(last visited Nov 11, 2021).
Compare Int'l Cafe, S.A.L. v. Hard Rock Cafe Int'l (U.S.A.), Inc., 252 F.3d 1274 (11th Cir. 2001), with Wells Fargo & Co. v. Wells Fargo Exp. Co., 556 F.2d 406 (9th Cir. 1977).
Indeed, a recent Tenth Circuit decision, Hetronic Int'l, Inc. v. Hetronic Germany GmbH,4
10 F.4th 1016 (10th Cir. 2021).
Andrew C McCarthy, Do We Have a Constitutional-Conservative Supreme Court Majority - or Pols in Robes?, National Review (2021), https://www.nationalreview.com/2021/11/do-we-have-a-constitutional-conservative-supreme-court-majority-or-pols-in-robes/(last visited Nov 11, 2021).
In the United States, companies benefit from the intellectual property protections of not only the Lanham Act, but also common law and many states’ statutes.6
See generally Federal, Foreign and State Trademark Licensing Law Compared, 3 McCarthy on Trademarks and Unfair Competition § 18:54 (5th ed.).
Cf. Richter, supra.
See generally Gisella Zuñiga Galván, Differences Between U.S. and EU Trademark Law: An Overview Harris Bricken (2018), https://harrisbricken.com/blog/differences-u-s-eu-trademark-law-overview/(last visited Nov 11, 2021).
See Hetronic, 10 F.4th at 1024–25.
Long before Hetronic, the Supreme Court addressed extraterritorial application of the Lanham Act where a U.S. citizen sold counterfeit watches in Mexico.10
Steele v. Bulova Watch Co., 344 U.S. 280 (1952).
See id. at 285–86; Christopher Jackson & Jessica Smith, Tenth Circuit Adds to Split on Lanham Act's International Applicability, LawJournalNewsletters.com (2021), https://www.lawjournalnewsletters.com/2021/10/01/tenth-circuit-adds-to-split-on-lanham-acts-international-applicability/?slreturn=20211007195329(last visited Nov 11, 2021).
See generally James Christopher Gracey, Thou Shalt Not Steele: Reexamining the Extraterritorial Reach of the Lanham Act, 21 Vand. J. Ent. & Tech. L. 823, 839–47 (2019).
In brief, there are three main tests to determine whether a court has jurisdiction under the Lanham Act over a foreign party. The first is the Vanity Fair test, a three-part balancing test applied by the Second, Fifth, and First Circuits.13
Id. at 840–43.
See id. at 843–47.
Hetronic, 10 F.4th at 1036.
The Vanity Fair test is relatively straightforward.16
See Vanity Fair Mills, Inc. v. T. Eaton Co., 234 F.2d 633, 642 (2d Cir. 1956).
See id.; Christopher Jackson & Jessica Smith, Tenth Circuit Deepens Circuit Split on the Lanham Act's Extraterritorial Scope, Law.com (2021), https://www.law.com/2021/09/20/tenth-circuit-deepens-circuit-split-on-the-lanham-acts-extraterritorial-scope/?slreturn=20211007192638(last visited Nov 11, 2021).
See Timberlane Lumber Co. v. Bank of Am., N.T. & S.A., 549 F.2d 597 (9th Cir. 1976).
Id. at 614.
[T]he degree of conflict with foreign law or policy, the nationality or allegiance of the parties and the locations or principal places of business of corporations, the extent to which enforcement by either state can be expected to achieve compliance, the relative significance of effects on the United States as compared with those elsewhere, the extent to which there is explicit purpose to harm or affect American commerce, the foreseeability of such effect, and the relative importance to the violations charged of conduct within the United States as compared with conduct abroad.20
20Id.
But Timberlane did not specify how many factors must be present, and to what extent, for the Act to apply extraterritorially.21
See id.
The relevant Lanham Act cases preceding Hetronic examined extraterritorial reach as a question of subject matter jurisdiction.22
See Jackson & Smith, supra.
See Hetronic, 10 F.4th 1016, at 1027.
417 F.3d 107 (1st Cir. 2005), holding modified by Hetronic Int'l, Inc. v. Hetronic Germany GmbH, 10 F.4th 1016 (10th Cir. 2021). Hetronic, 10 F.4th at 1036.
First, courts should determine whether the defendant is a U.S. citizen. Second, when the defendant is not a U.S. citizen, courts should assess whether the defendant’s conduct had a substantial effect on U.S. commerce. Third, only if the plaintiff has satisfied the substantial-effects test, courts should consider whether extraterritorial application of the Lanham Act would create a conflict with trademark rights established under foreign law.25
25Id.
This test may appear more restrictive than its predecessors, but the Tenth Circuit ruled in favor of the plaintiff, finding that the Lanham Act applied extraterritorially.26
Id. at 1024.
Id. at 1024–25.
For United States-based international firms that depend on the fundamental protections of the Lanham Act, this split and its deepening in Hetronic create distinct challenges. Companies look to the factors outlined in these court decisions to guide them in establishing commercial relationships outside the United States. But it is increasingly unclear what factors a court will use, and to what extent, in determining the scope of extraterritorial application of the Lanham Act.28
See generally Jackson & Smith, supra.
See generally McCarthy, supra.
- 115 U.S.C. § 1051 et seq.
- 2See Mark Crowe, Brand in the Boardroom, Your Most Valuable Asset Brand Finance (2020), https://brandfinance.com/insights/brand-in-the-boardroom(last visited Nov 11, 2021); Felix Richter, Infographic: The U.S. Companies With The Highest Overseas Earnings, Statista Infographics (2017), https://www.statista.com/chart/11619/the-us-companies-with-the-highest-overseas-earnings/(last visited Nov 11, 2021).
- 3Compare Int'l Cafe, S.A.L. v. Hard Rock Cafe Int'l (U.S.A.), Inc., 252 F.3d 1274 (11th Cir. 2001), with Wells Fargo & Co. v. Wells Fargo Exp. Co., 556 F.2d 406 (9th Cir. 1977).
- 410 F.4th 1016 (10th Cir. 2021).
- 5Andrew C McCarthy, Do We Have a Constitutional-Conservative Supreme Court Majority - or Pols in Robes?, National Review (2021), https://www.nationalreview.com/2021/11/do-we-have-a-constitutional-conservative-supreme-court-majority-or-pols-in-robes/(last visited Nov 11, 2021).
- 6See generally Federal, Foreign and State Trademark Licensing Law Compared, 3 McCarthy on Trademarks and Unfair Competition § 18:54 (5th ed.).
- 7Cf. Richter, supra.
- 8See generally Gisella Zuñiga Galván, Differences Between U.S. and EU Trademark Law: An Overview Harris Bricken (2018), https://harrisbricken.com/blog/differences-u-s-eu-trademark-law-overview/(last visited Nov 11, 2021).
- 9See Hetronic, 10 F.4th at 1024–25.
- 10Steele v. Bulova Watch Co., 344 U.S. 280 (1952).
- 11See id. at 285–86; Christopher Jackson & Jessica Smith, Tenth Circuit Adds to Split on Lanham Act's International Applicability, LawJournalNewsletters.com (2021), https://www.lawjournalnewsletters.com/2021/10/01/tenth-circuit-adds-to-split-on-lanham-acts-international-applicability/?slreturn=20211007195329(last visited Nov 11, 2021).
- 12See generally James Christopher Gracey, Thou Shalt Not Steele: Reexamining the Extraterritorial Reach of the Lanham Act, 21 Vand. J. Ent. & Tech. L. 823, 839–47 (2019).
- 13Id. at 840–43.
- 14See id. at 843–47.
- 15Hetronic, 10 F.4th at 1036.
- 16See Vanity Fair Mills, Inc. v. T. Eaton Co., 234 F.2d 633, 642 (2d Cir. 1956).
- 17See id.; Christopher Jackson & Jessica Smith, Tenth Circuit Deepens Circuit Split on the Lanham Act's Extraterritorial Scope, Law.com (2021), https://www.law.com/2021/09/20/tenth-circuit-deepens-circuit-split-on-the-lanham-acts-extraterritorial-scope/?slreturn=20211007192638(last visited Nov 11, 2021).
- 18See Timberlane Lumber Co. v. Bank of Am., N.T. & S.A., 549 F.2d 597 (9th Cir. 1976).
- 19Id. at 614.
- 20Id.
- 21See id.
- 22See Jackson & Smith, supra.
- 23See Hetronic, 10 F.4th 1016, at 1027.
- 24417 F.3d 107 (1st Cir. 2005), holding modified by Hetronic Int'l, Inc. v. Hetronic Germany GmbH, 10 F.4th 1016 (10th Cir. 2021). Hetronic, 10 F.4th at 1036.
- 25Id.
- 26Id. at 1024.
- 27Id. at 1024–25.
- 28See generally Jackson & Smith, supra.
- 29See generally McCarthy, supra.