Andrew Lacey
Managing Principal
In the final days of 2020, global burger chain In-N-Out Burger had plenty to celebrate. After years of litigation and success earlier that same year in the Federal Court, In-N-Out Burger was again victorious before the Full Federal Court of Australia after a burger rival’s appeal was dismissed.
The appeal was of Federal Court proceedings, In-N-Out Burgers, Inc v Hashtag Burgers Pty Ltd [2020] FCA 193, where In-N-Out Burger successfully brought claims for trade mark infringement, passing off and misleading and deceptive conduct against Australian burger company Down N’ Out.
This decision serves as a timely reminder as to the importance of properly protecting intellectual property through registration and the subsequent power that owners of trade marks have to enforce exclusive use.
In 2016, a burger chain trading under the name Down-N-Out began operating in Sydney. Down-N-Out used a logo consisting of their name in red text in front of a yellow arrow. The logo was very similar to that of the international burger chain, In-N-Out Burgers. After receiving a cease and desist letter from In-N-Out, the Sydney based chain modified their name to D#WN N’ OUT. Their logo was also amended to reflect the new business name. However, D#wn N’ Out otherwise maintained that they had not done anything wrong.
In 2017, In-N-Out commenced proceedings against D#wn N’ Out for infringing on their registered trade marks and engaging in misleading and deceptive conduct and passing off. In addition to their business name and logo, D#wn N’ Out had also used In-N-Out’s registered trade marks “animal style” and “protein style” in advertising their menu items.
Considering the resemblance between the two names to be “sufficiently close enough … to give rise to a real, tangible danger of confusion”, the Court held that D#wn N’ Out had infringed on In-N-Out’s trade marks.
The Court also found that that D#wn N’ Out was intentionally attempting to confuse consumers as to whether the burger shop was connected to or affiliated with the American chain in some way. The Court found that this was a deliberate marketing tactic aimed at attracting customers. As such, In-N-Out were also successful in their claims of passing off and misleading and deceptive conduct.
Although D#wn N’ Out appealed this decision, they were unsuccessful with the Full Federal Court dismissing the appeal. Further, the Full Court held that In-N-Out’s cross appeal was to be allowed, resulting in the final orders made by the primary judge being amended to include declarations that, amongst other things, the respondents infringed on the In-N-Out Trade Marks and engaged in the tort of passing off.
A trade mark is any sign used to distinguish your goods or service from those of others. Though word or logo trade marks are the most common type of trade mark, a trade mark can take a wide variety of forms including being a trade mark over a signature, shape, colour, sound or even a scent.
A registered trade mark provides the owner with the right to exclusive use of the trade mark. This means that no one else may use the trade mark without the owner’s consent. This is distinct from registering a business name or domain name which does not in itself create an exclusive right to the business or domain name.
Additionally, a registered trade mark is a form of intangible property which can be sold, licenced or assigned for a fee. In this way, the owner can derive a profit from the controlled use of the trade name.
The Trade Marks Act 1995 (Cth) (the Act) governs trade mark infringement in Australia. Pursuant to section 120 of the Act, a person who uses a sign as a trade mark that is substantially identical with, or deceptively similar to a registered trade mark will infringe the trade mark if:
A sign will be used “as a trade mark” if it is being used to show a connection between the goods or services being traded and the person applying the sign. This is also known as using the sign as a “badge of origin”.
In considering whether a sign is likely to cause deception or confusion in the market, the court does not impose a particularly high threshold. The Court will consider and compare the impression that each sign would leave on a person possessing ordinary intelligence and memory retention. In doing so, the Court will focus on how that ordinary person would likely recollect the signs in their entirety. This does not involve a comparison of the signs side by side.
Further, while the intention of the infringing party may be of relevance, it is unnecessary to establish that the infringing party intended to cause deception or confusion in the market.
If a trade mark is so well known in Australia that it is likely that that any substantially identical or deceptively similar sign is likely to be considered as connected to the owner of the registered trade mark, different rules will apply. Here, any substantially identical or deceptively similar sign will infringe the registered trade mark, even if the sign is being used in relation to entirely unrelated goods or services. This is because the infringing sign is likely to cause confusion in the market and the implied connection between the goods or services and the owner of the registered trade mark may negatively impact the owner’s reputation and interests.
It is very important to think carefully about your branding. Proper investigations should be undertaken to ensure your intended mark does not infringe on someone else’s trade mark as failing to do so can result in costly litigation and the subsequent need to rebrand.
Once you have created a mark that you intend to be distinctive of your business, it is critical to register the mark as a trade mark. This will provide you the right of exclusive use over the mark which can be enforced against others.
It is also important to regularly monitor the market to ensure competitors are not infringing on your trade mark. If you detect conduct or branding that does appear deceptively similar or substantially identical to your trade mark, it is important to act quickly and firmly to stop the infringing conduct before the resulting confusion causes damage to your brand.
McCabes understands the value in intellectual property and is well positioned to help you protect your rights. If you require assistance enforcing your rights against infringement, we encourage you to contact us today.