{"id":4001,"date":"2022-01-12T18:01:33","date_gmt":"2022-01-12T18:01:33","guid":{"rendered":"https:\/\/omnilegalgroup.com\/blog\/?p=4001"},"modified":"2022-02-03T10:41:36","modified_gmt":"2022-02-03T10:41:36","slug":"influencer-trademark-infringement","status":"publish","type":"post","link":"https:\/\/omnilegalgroup.com\/blog\/influencer-trademark-infringement\/","title":{"rendered":"What legal responsibility do influencers have when promoting products through social media?"},"content":{"rendered":"

\"\"<\/h2>\n

Influencers Beware: Those Hashtags Could Get You in Serious Trademark Trouble<\/strong><\/h2>\n

There is no denying the impact of social media on commerce and trade. Statista<\/a> reports that digital advertising spending at US$380 billion in 2020, is projected to almost double that figure by 2024. Social media is\u00a0\u00a0\u00a0\u00a0 \u00a0an important part of brand communication for businesses. It is quick, interactive, accessible, and has global reach. These days, it is probably safe to say\u00a0\u00a0\u00a0\u00a0 \u00a0that a business\u2019s marketing strategy for consumer goods is not complete without influencer marketing.<\/p>\n

Social media influencers leverage their power with their followers for the benefit of the brands that they endorse. Brands rely on an influencer\u2019s ability to convert trusting followers into paying customers. The influencer receives compensation, through free products or money, and engages with their followers. It\u2019s a win-win for both sides, and it\u2019s still business.<\/p>\n

Every brand has the legal right to market and advertise their product, but they must do so without infringing on the rights of other brands, and without deceiving consumers with false claims. The U.S. District Court for the Central District of California recently ruled that social media influencers can be held legally responsible for trademark infringement<\/a> and false advertising.<\/p>\n

In the case<\/a> filed by Petunia Products, Inc. (Petunia) against Rodan & Fields, LLC (R+F), Molly Sims (Sims), and others, Petunia alleged that R+F and Sims committed trademark infringement and false advertising arising from the marketing of R+F\u2019s competing \u201cBrow Defining Boost\u201d product. Sims, who authored a blog post to promote R+F\u2019s product, sought to dismiss Petunia\u2019s claims for direct infringement, contributory infringement, false advertising, and unlawful and unfair business practices, but failed in part.<\/p>\n

Petunia alleged among other things that Sims\u2019s blog post with the hashtag #BROWBOOST was an infringement on their trademark and a dilution of their social media presence.<\/p>\n

Pertinent Information to Know<\/strong><\/h4>\n
    \n
  1. The owner of a trademark can make an infringement claim against anyone who uses their trademark in commerce in a way that is likely to confuse customers as to the source of the product. A trademark is used in commerce when it is used in connection with the sale, distribution, or advertising of goods and services. A sponsored blog post or paid advertisement intended to promote the sale of a trademarked good or service is considered to be used in \u00a0\u00a0\u00a0\u00a0\u00a0commerce.<\/li>\n
  2. There is a difference between the use of a trademark to provide commentary on goods or services and commercial use of a trademark. A post will cross the line from mere commentary to commercial use when it is a paid advertisement with links to any commercial sites to encourage the sales of the goods or service.<\/li>\n
  3. False advertising is knowingly disseminating untrue or misleading information about a good or service that is likely to deceive consumers. The use of a trademark that is likely to cause confusion in the market can be false advertising.<\/li>\n<\/ol>\n

    Even though Sims was offering her commentary about the product, which is allowed, because R+F paid Sims for the blog post it was advertising.\u00a0 Therefore, Sims – a social media influencer – is legally responsible for trademark infringement because the product she advertised was infringing.<\/p>\n

    Take Action by Contacting an Experienced Trademark Attorney in Los Angeles <\/em>Today<\/strong><\/p>\n

    When an influencer is paid to promote a brand, they bear some legal responsibility for any claims of trademark infringement and false advertising. If you\u2019re an influencer, it is in your best interest to have a trademark attorney<\/a> assess your legal exposure before you commit to a brand.<\/p>\n

    If you\u2019re looking for a trademark attorney in Los Angeles<\/a>, our experienced trademark attorneys at Omni Legal Group can help you. For further information or to schedule a consultation please contact Omni Legal Group at\u00a0855.433.2226<\/strong>\u00a0or visit\u00a0www.OmniLegalGroup.com<\/a>\u00a0to learn more.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Influencers Beware: Those Hashtags Could Get You in Serious Trademark Trouble There is no denying the impact of social media on commerce and trade. Statista reports that digital advertising spending at US$380 billion in 2020, is projected to almost double that figure by 2024. Social media is\u00a0\u00a0\u00a0\u00a0 \u00a0an important part of brand communication for businesses….<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"gallery","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-4001","post","type-post","status-publish","format-gallery","hentry","category-blog","post_format-post-format-gallery"],"yoast_head":"\nWhat legal responsibility do influencers have when promoting products through social media? - Omni Legal Group Blog<\/title>\n<meta name=\"description\" content=\"Here are the major legal responsibilities for influencers have before promoting a brand, for more info visit www.omnilegalgroup.com or call us at 3108602000.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/omnilegalgroup.com\/blog\/influencer-trademark-infringement\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What legal responsibility do influencers have when promoting products through social media? 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