Articles Tagged with Consent Cases vs. False Connection Cases Under The Lanham Act

A recent case from the Trademark Trial and Appeal Board (the “Board” or “TTAB”) focuses attention on part of the Lanham Act, which is not often the subject of many Board Decisions. Section 2(c) prohibits registration of a mark if it consists of or comprises a name, portrait, or signature identifying a particular living individual without written consent,  Lanham Act §2(c) , 15 U.S.C. §1052(c). The applicant filed an application to register the trademark MANIKCHAND for tobacco. The opposer, (a corporation formed under the law of India) cited Section 2(c) of the Lanham Act, stating MANIKCHAND is the personal name of the founder of the opposer, Rasiklal Manikchand Dhariwal, and there is no consent to use the name. See, M/S R.M. Dhariwal (HUF) 100% EOU v. Zarda King Ltd. and Global Technology & Trade Marks Limited, Opposition No. 91231033 (April 26, 2019) [precedential].

Opposer argues that consumers in the United States refer to Rasiklal Manikchand Dhariwal as the Manikchand Group. The opposer pleaded ownership of an application for MANIKCHAND GUTKA for chewing tobacco. Regarding standing for a 2(c) claim, this may be established by asserting facts that that show that opposer is a competitor of the applicant and has a right to use the subject name. Opposer testified that MANIKCHAND has been used in connection with tobacco products in the U.S, and that some U.S. vendors sell it under the mark RMD MANIKCHAND. The registrability of a mark is determined on the basis of facts that exist at the time the issue is under consideration (i.e. throughout the pendency of ex parte and inter party proceedings). In re Thunderbird Prods Corp., 406 F.2d 1389, 160 USPQ 730 (CCPA 1969).

The rationale behind 2(c) is that the law wants to extend protection to living individuals so they can commercially exploit their names, and this is why written consent is required. To sufficiently allege a 2(c) claim, a plaintiff must allege that the mark consists of the name, likeness, image or signature of a particular individual. In addition, a plaintiff must have pleaded that the individual is so well known that the public would reasonably assume a connection between the mark and the individual or that the individual is publicly connected with the business or the field for the goods and services, so that the connection would be assumed.

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