{"id":24802,"date":"2014-05-16T11:46:02","date_gmt":"2014-05-16T15:46:02","guid":{"rendered":"http:\/\/www.iposgoode.ca\/?p=24802"},"modified":"2014-05-16T11:46:02","modified_gmt":"2014-05-16T15:46:02","slug":"will-amazon-get-burned-for-playing-with-fyre","status":"publish","type":"post","link":"https:\/\/www.yorku.ca\/osgoode\/iposgoode\/2014\/05\/16\/will-amazon-get-burned-for-playing-with-fyre\/","title":{"rendered":"Will Amazon Get Burned for Playing with Fyre?"},"content":{"rendered":"<p>Has <a href=\"http:\/\/www.amazon.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Amazon<\/a>, the hero of online shopping and home of the Kindle, become the newest provider of pay-per-view porn? According to WREAL, the company behind the adult entertainment streaming device and website FyreTV\u00ae, this is just a taste of the confusion apparently created by the launch of Amazon\u2019s similarly named Fire TV. Consequently, attorneys on behalf of WREAL submitted an official <a href=\"http:\/\/digitalcommons.law.scu.edu\/cgi\/viewcontent.cgi?article=1701&amp;context=historical\" target=\"_blank\" rel=\"noopener noreferrer\">complaint<\/a> against Amazon for trade-mark infringement.<\/p>\n<p><!--more--><\/p>\n<p>&nbsp;<\/p>\n<p><b style=\"line-height: 1.5em\">The Issue at Hand<br class=\"none\" \/><\/b><\/p>\n<p><b style=\"line-height: 1.5em\"><\/b>According to the <a href=\"http:\/\/digitalcommons.law.scu.edu\/cgi\/viewcontent.cgi?article=1701&amp;context=historical\" target=\"_blank\" rel=\"noopener noreferrer\">complaint<\/a>, in 2008 WREAL registered its FyreTV\u00ae and FyreTV.com\u00ae trade-marks for its on-demand pornography streaming service. Its service is accessible through the FyreTV\u00ae website, set-top box, and a few third-parties. On April 2, 2014, Amazon launched its set-top box named <a href=\"http:\/\/www.amazon.com\/Fire-TV-streaming-media-player\/dp\/B00CX5P8FC\" target=\"_blank\" rel=\"noopener noreferrer\">Fire TV<\/a>.\u00a0It is described as \u201ca tiny box you connect to your HDTV\u201d with video streaming capabilities and other features like child-friendly profiles and voice activated controls. WREAL contends that Amazon\u2019s Fire TV performs \u201ca substantially similar, if not identical, function\u201d to the FyreTV\u00ae set-top box. This \u201cfunction\u201d is identified as access to a library of streaming videos that can be accessed by a consumer at home. WREAL argues that Amazon\u2019s use of the Fire TV name has, and will, continue to cause serious and irreparable harm to WREAL\u2019s established business.<br class=\"none\" \/><br class=\"none\" \/><\/p>\n<p><b>Trade-mark Infringement and the U.S. Law <br class=\"none\" \/><\/b><\/p>\n<p>Under 15 USC <b>\u00a7 <\/b>1114 of the <a href=\"http:\/\/www.uspto.gov\/trademarks\/law\/tmlaw.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Lanham Act<\/a>,\u00a0trade-mark infringement occurs when \u201cany reproduction, counterfeit, copy, or colorable imitation of a registered mark\u201d is used in the sale, distribution or advertising of a good or service, or in connection with a use that is likely to \u201ccause confusion, or cause mistake, or to deceive.\u201d To determine if a registered mark has been infringed, American courts look to the \u201clikelihood of confusion\u201d test. The test considers eight factors, recognized as the \u201cPolaroid Factors\u201d as established in <a href=\"http:\/\/cyber.law.harvard.edu\/metaschool\/fisher\/domain\/tmcases\/polaroid.htm\" target=\"_blank\" rel=\"noopener noreferrer\"><i>Polaroid v Polarad<\/i> <i>Elect. Corp<\/i><\/a>.<br class=\"none\" \/><br class=\"none\" \/><\/p>\n<p><b>Will FyreTV Sizzle or Succeed?<\/b><\/p>\n<p><b>\u00a0<\/b>According to WREAL\u2019s <a href=\"http:\/\/digitalcommons.law.scu.edu\/cgi\/viewcontent.cgi?article=1701&amp;context=historical\" target=\"_blank\" rel=\"noopener noreferrer\">complaint<\/a>, it seems as if the company\u2019s primary points of contention with Amazon are the similarities between \u201cFyreTV\u201d and \u201cFire TV\u201d, and the documented confusion amongst consumers regarding the two names \u2013 similarity and confusion being two important \u201c<a href=\"http:\/\/cyber.law.harvard.edu\/metaschool\/fisher\/domain\/tmcases\/polaroid.htm\" target=\"_blank\" rel=\"noopener noreferrer\">Polaroid Factors<\/a>.\u201d Such factors are aggravated by the wide reach of Amazon\u2019s marketing capabilities compared to the smaller market-influence of WREAL. As such, confusion has allegedly led many consumers to assume that \u201cFire TV\u201d belongs to Amazon, leading to the possibility of WREAL\u2019s products being viewed as lesser-valued imitations.<br class=\"none\" \/><br class=\"none\" \/><\/p>\n<p>FyreTV\u00ae and Fire TV are very similar language-wise. Despite the spelling difference, both are pronounced in the same way. \u00a0The possibility for confusion is perpetuated by the fact that FyreTV\u00ae owns \u201cFireTV.com.\u201d As a result, if FireTV.com is typed into an Internet browser (Warning: DO NOT try this at work), it redirects to FyreTV.com\u00ae. WREAL included in its complaint various examples of consumers identifying the FireTV.com redirect and being confused as to whether WREAL and Amazon had merged. CNBC also ran an article on the day of Amazon\u2019s Fire TV launch entitled \u201c<a href=\"http:\/\/www.cnbc.com\/id\/101548651\" target=\"_blank\" rel=\"noopener noreferrer\">Amazon TV Shares Name with Online Porn Site<\/a>.\u201d With so much immediate discussion by media and consumers alike, it is arguably difficult for Amazon to deny that confusion was created by the launch of its set-top box with the Fire TV name.<br class=\"none\" \/><br class=\"none\" \/><\/p>\n<p>WREAL further contends that Amazon knew that FyreTV\u00ae was a registered mark. WREAL submits that had Amazon followed its past practice of registering domain names for major products, as it did for the Kindle, it would have likely attempted to register FireTV.com. Consequently, Amazon would have visited the domain name and seen the redirect. They would also have searched the name on the <a href=\"http:\/\/tmsearch.uspto.gov\/bin\/gate.exe?f=tess&amp;state=4803:lke8y2.1.1\" target=\"_blank\" rel=\"noopener noreferrer\">Trademark Electronic Search System <\/a>(TESS), finding that when \u201cFireTV\u201d is searched FyreTV\u00ae and FyreTV.com\u00ae appear \u2013 a result I was able to duplicate myself.<br class=\"none\" \/><br class=\"none\" \/><\/p>\n<p><b><\/b><b>How May Amazon Respond?<\/b><\/p>\n<p>Amazon may reply that there is a significant difference between the two products, as FyreTV\u00ae strictly streams adult entertainment. However, WREAL does state in its complaint that they have no intention of limiting the FyreTV\u00ae brand to adult content. Furthermore, CNBC <a href=\"http:\/\/www.cnbc.com\/id\/101614243\" target=\"_blank\" rel=\"noopener noreferrer\">reported<\/a> that when Fire TV was launched WREAL did not mention its device on its website, and that silence from the corporation had many believing that WREAL had folded. We can possibly speculate that \"FyreTV\u201d was not considered to be an active brand, or specifically an available-for-purchase video streaming device, and thus not a problem in Amazon\u2019s eyes.<br class=\"none\" \/><br class=\"none\" \/><\/p>\n<p><b>Conclusion<\/b><\/p>\n<p>So who will emerge from the flames victorious? In my opinion, the evidence does seem stacked against Amazon. The clear confusion demonstrated by various consumers and media as soon as Fire TV was launched, along with the apparent lack of due diligence by Amazon in searching \"Fire TV\" both on the Internet and TESS, leads to my conclusion that Amazon has not responded to the complaint because it is trying to figure out how to put out this fire. We must ask, however, how Amazon\u2019s size and power may influence the outcome of this case. Will Amazon push for a settlement, which the admittedly smaller and less-influential WREAL will be drawn to? What does that mean for cases between larger companies infringing on the registered marks of smaller organizations? Can the value of a smaller group\u2019s mark really be protected; can they really win the battle? Or, does the publicity that cases like this bring benefit\u00a0smaller companies\u00a0as a way to ensure that grand corporations like Amazon follow the rules? Maybe these questions will be answered as this case progresses, but either way I know I\u2019ll be tuned into this channel to see which \u201cfire\u201d is put out.<br class=\"none\" \/><br class=\"none\" \/><\/p>\n<p><i>Jaimie Franks is an IPilogue Editor and a JD Candidate at Osgoode Hall Law School.<\/i><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Has Amazon, the hero of online shopping and home of the Kindle, become the newest provider of pay-per-view porn? According to WREAL, the company behind the adult entertainment streaming device and website FyreTV\u00ae, this is just a taste of the confusion apparently created by the launch of Amazon\u2019s similarly named Fire TV. Consequently, attorneys on [&hellip;]<\/p>\n","protected":false},"author":2140,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":""},"categories":[177,69,62,1],"tags":[68,2468,2303,56],"class_list":["post-24802","post","type-post","status-publish","format-standard","hentry","category-domain-names","category-infringement-copyright-ip","category-trademarks","category-uncategorized","tag-infringement","tag-jaimie-franks","tag-lanham-act","tag-trademarks"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Will Amazon Get Burned for Playing with Fyre? - IPOsgoode<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.yorku.ca\/osgoode\/iposgoode\/2014\/05\/16\/will-amazon-get-burned-for-playing-with-fyre\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Will Amazon Get Burned for Playing with Fyre? - IPOsgoode\" \/>\n<meta property=\"og:description\" content=\"Has Amazon, the hero of online shopping and home of the Kindle, become the newest provider of pay-per-view porn? 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