Nathalie Dreyfus

Banking fraud: how far does the victim’s liability extend?

Introduction

The decision rendered by the French Supreme Court on March 28, 2018 (n°16-20.018) constitutes a significant milestone in assessing victim liability in cases of banking fraud. While the legal framework had traditionally favored strong customer protection, this ruling introduces a rebalancing by placing the concept of gross negligence at the forefront, now interpreted more rigorously.

Under Article L.133-18 of the French Monetary and Financial Code, the principle remains that unauthorized transactions must be reimbursed immediately to the customer. However, the bank may avoid reimbursement if it can demonstrate fraud attributable to the customer or, more commonly, a serious breach of the customer’s duty of care. The central challenge therefore lies in identifying such negligence, the scope of which has been significantly broadened by recent case law.

A structured analysis of fraud scenarios to determine liability

Assessing the respective liability of the bank and the account holder requires a precise qualification of the factual circumstances. Traditionally, fraud cases fall into three distinct categories, each governed by a specific legal regime.

The first scenario concerns the interception of a bank card during delivery. In such cases, liability lies with the bank. Under Article L.133-15 of the French Monetary and Financial Code, payment service providers must ensure the confidentiality of security data associated with payment instruments. This obligation is reinforced by data protection law, particularly the GDPR, which requires appropriate technical and organizational safeguards. Where fraud results from deficiencies in these systems, the bank bears full responsibility, without any fault attributable to the customer.

The second scenario involves the loss or theft of a bank card. Here, the legislator has adopted a balanced mechanism. Under Article L.133-19 of the French Monetary and Financial Code, the customer may bear a limited loss capped at €50 at most, provided no gross negligence is established. However, this cap does not apply in certain situations provided for by the statute, and the payer shall bear the full amount of the losses in the event of fraudulent conduct or where the losses result from intentional misconduct or gross negligence in complying with their obligations. In practice, when the customer acts diligently, particularly by promptly reporting the incident, the bank remains liable for nearly the entire loss.

The third and most frequent scenario involves the misappropriation of banking data while the card remains in the customer’s possession. This includes various techniques such as card cloning, system intrusions, and, most commonly, phishing (fraudulent practice whereby an individual is deceived into disclosing sensitive information (such as login credentials, passwords, or banking details) by an impersonator posing as a trusted entity, such as a bank, public authority, or legitimate business). It is within this category that legal disputes are most complex, as the line between victimhood and fault becomes particularly blurred.

Phishing: a progressive reclassification of customer liability in case law

Phishing-related litigation clearly illustrates the evolution of judicial reasoning. Initially, the French Supreme Court adopted a protective stance, holding that the mere fact of being deceived by a fraudulent scheme was insufficient to establish gross negligence. The decision of January 18, 2017 (No. 15-18102) reflected this approach, requiring banks to prove manifestly imprudent behavior on the part of the customer.

However, the French Supreme Court decision of March 28, 2018 (No. 16-20.018) decision marks a turning point. The Court now accepts that gross negligence may arise from a failure to detect obvious signs of fraud, such as inconsistencies in website addresses, spelling errors, or unusual requests.

This shift introduces a heightened standard of vigilance, requiring customers to exercise critical judgment when confronted with suspicious communications. The assessment is now conducted in concreto, taking into account factors such as the apparent credibility of the fraudulent message, the context in which it was received, and the profile of the victim.

responsability phishing client

Key contribution of the decision: the decisive role of security systems in assessing fault

One of the most significant contributions of the March 28, 2018 ruling lies in the importance given to banking security mechanisms. The Court considers that the use of strong authentication systems, such as 3D Secure, may indicate that confidential data was compromised due to the customer’s conduct.

In practical terms, when a transaction requires the entry of a code sent personally to the account holder, it becomes more difficult for the customer to deny involvement in the fraudulent operation. Although this constitutes a rebuttable presumption, it significantly strengthens the bank’s position by providing technical evidence of insufficient vigilance.

This development reflects a shift in the allocation of responsibility. As security systems become more sophisticated, the level of care expected from customers increases accordingly. Technology, initially designed to protect users, thus becomes a key factor in assessing their potential fault.

Conclusion

The decision of March 28, 2018 marks a significant evolution in the legal treatment of banking fraud in France, introducing a rebalancing between customer protection and the customer’s own duty of vigilance. While the principle of immediate reimbursement of unauthorized transactions remains intact, its effectiveness now depends closely on the absence of gross negligence, which is assessed more rigorously and contextually.

Case law thus promotes a more accountable approach for account holders, particularly in response to modern fraud techniques such as phishing. At the same time, it fully integrates technological developments, especially strong authentication mechanisms, into the evaluation of customer behavior.

Dreyfus Law Firm . assists its clients in managing complex intellectual property matters by providing tailored advice and comprehensive operational support to ensure the full protection of intellectual property rights.

Dreyfus Law Firm works in partnership with a global network of intellectual property attorneys.

Nathalie Dreyfus, with the assistance of the entire Dreyfus team.

FAQ

How is the burden of proof allocated in banking fraud cases?
The principle remains favorable to the customer: the bank must demonstrate that the transaction was properly authenticated and executed. However, to avoid reimbursement, it must also prove fraud or gross negligence by the customer, often relying on technical evidence such as strong authentication and transaction traceability.

Does disclosing banking data automatically constitute fault?
No. Case law adopts a nuanced approach. The disclosure of banking data does not automatically amount to gross negligence. Courts assess the specific circumstances, including the sophistication and credibility of the fraud. However, since 2018, a higher level of vigilance is expected when clear warning signs are present.

Does the customer’s reaction time affect liability?
Yes. Prompt action, particularly reporting the fraud without delay, is a key factor. A diligent response may exclude gross negligence and preserve the right to reimbursement. Conversely, delayed action may be interpreted as a failure to exercise due care.

Do banking security systems automatically exempt banks from liability?
No, but they play a crucial role. Strong authentication mechanisms, such as 3D Secure, may indicate that the transaction was validated using the customer’s credentials, creating a presumption of negligence. This presumption can, however, be rebutted in cases of sophisticated fraud.

Do new technologies increase customer responsibility?
Indirectly, yes. As security systems become more advanced, expectations regarding user vigilance rise accordingly. Customers are presumed to understand authentication processes and act cautiously. Technology thus becomes a key factor in assessing customer behavior.

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The Madrid System welcomes Thailand

Introduction

Since November 7, 2017, Thailand has officially become the 99th member of the Madrid Protocol, marking a major milestone in the expansion of the Madrid System, administered by the World Intellectual Property Organization (WIPO). This accession confirms the growing importance of this international mechanism in the global protection of trademarks.

Background and Thailand’s accession

The Madrid Protocol, in force since April 1996, allows applicants to protect a trademark in several countries through a single international application, filed with a member office and accompanied by a single set of fees. This centralized process is attractive due to its simplicity and efficiency.

Thailand deposited its instrument of accession in August 2017 during an official ceremony attended by government representatives. The accession entered into force on November 7, 2017, enabling, as of that date, trademark holders from Thailand or abroad to file an international application covering Thailand.

Advantages and challenges for applicants

Simplification and cost savings

Thanks to the Madrid System, applicants no longer need to file trademark applications country by country. A single procedure suffices to designate multiple jurisdictions, with one application and centralized fees.

Attractiveness for foreign businesses

Thailand’s accession enhances its appeal for foreign companies, which can now include Thailand in their international trademark portfolios through the Madrid System.

Regional strategy

This accession is part of a broader movement within ASEAN. With Thailand, eight of the ten ASEAN member states have joined the system a significant step toward regional harmonization in trademark protection.

advantages and challanges

Strategic perspectives in Asia

Thailand’s entry into the Madrid System represents a strategic opportunity for businesses targeting the Asian market and seeking to structure an international trademark protection strategy without multiplying individual national procedures.

Conclusion

Thailand’s accession to the Madrid Protocol, effective November 7, 2017, marks an important step in the expansion of the Madrid System. It provides tangible benefits in terms of simplicity, reduced costs, and broader geographic coverage for international applicants. This development also strengthens regional cohesion within ASEAN at a time when intellectual property protection is becoming a key competitive advantage.

Dreyfus Law firm assists its clients in managing complex intellectual property cases, offering personalized advice and comprehensive operational support for the complete protection of intellectual property.

Dreyfus Law firm is partnered with a global network of lawyers specializing in intellectual property.

Nathalie Dreyfus with the assistance of the entire Dreyfus team.

FAQ

1. Since when has Thailand been a member of the Madrid system?
Since November 7, 2017, following its official accession to the Madrid protocol.

2. What does the Madrid system offer in practice?
It allows applicants to file a trademark in multiple member states through a single international application and pay centralized fees.

3. Why is Thailand’s accession strategic?
It facilitates access to the Thai market through a single procedure and strengthens regional coverage within ASEAN.

4. How many members does the Madrid protocol have?
With Thailand’s accession, the system counted 99 member states as of its entry into force.

5. What perspectives does this accession offer?
It opens new opportunities for companies targeting Asian markets, notably by combining protection in Thailand with neighboring countries such as Cambodia, Vietnam, China, and Brunei.

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Social media & justice: the French Court of Cassation rules on Facebook “friendship”

Introduction : impartiality tested by social media

The rise of social media has profoundly transformed human interactions, blurring the lines between private life and professional obligations. In the judicial context, this evolution raises delicate questions about the neutrality and independence of judges. The decision of 5 January 2017 (No. 16-12.394) of the French Court of Cassation illustrates this issue by ruling on the legal qualification of the “friend” link on Facebook. The highest court emphasised that such a virtual link, often created without any significant interaction, cannot automatically be equated with a genuine friendship. This clarification marks an important step in adapting case law to the realities of the digital age.

 

The distinction between virtual and real friendship

Facebook “friend”: a symbolic link, not presumed to be close

The Court of Cassation held that the term “friend” as used on Facebook reflects the platform’s own terminology rather than a traditional social recognition. In many cases, such a connection results from algorithms, professional contacts, or weak ties, without genuine personal involvement. A virtual connection therefore does not, in itself, indicate emotional closeness or influence. This position ends the automatic conflation of digital and personal relationships. It also reminds us that the law must take into account the specific practices of each digital environment.

No automatic presumption of bias

The decision confirms that a “friend” link on a social network is not, on its own, sufficient grounds to recuse a judge. Without factual evidence of a personal relationship or partiality, bias cannot be established. This stance protects the freedom to use social media while maintaining a high evidentiary standard. It thus strikes a balance between safeguarding the image of justice and acknowledging common digital practices. The Court reaffirmed that only concrete evidence can justify challenging a judge’s impartiality.

 

Concrete elements that may demonstrate bias

Evidence required by case law

For a recusal request to succeed, it is essential to provide tangible evidence. Such evidence may include:

  • Frequent and personalized exchanges between the judge and the party.
  • Public expressions of support or positions taken in favor of one party.
  • Joint participation in events directly related to the case.
  • Precise, verifiable evidence directly linked to the dispute.
  • Elements ensuring that recusal is not used as a dilatory or strategic tool without any objective basis.

Probative value and legal requirements

The elements presented must demonstrate an objective appearance of bias, as it would be perceived by a reasonable observer. The criteria include:

  • Rejection of isolated or anecdotal evidence (for example, a single screenshot or a one-off connection).
  • The need to establish an overall context and a significant frequency of interactions.
  • Consideration of consistent indicators demonstrating an objective risk of bias.
  • A rigorous factual approach, excluding purely subjective interpretations.
  • Ensuring legal certainty and the stability of rendered decisions.

indicators recognized caselaw

Scope of the decision on judges’ use of social media

Recognition of digital realities

In ruling this way, the Court acknowledges the widespread use of social media and the connections they generate. Digital relationships can exist without implying a real personal bond, and their mere existence does not inherently threaten impartiality. This recognition marks progress in adapting the law to the digital era.

Freedom of use framed by ethical prudence

However, the decision does not exempt judges from their ethical obligations. Their online presence must remain compatible with the requirements of neutrality and restraint. Any interaction likely to create an appearance of bias should be avoided to maintain public confidence in the judiciary.

Implications for public perception of justice

A reassuring decision for judicial neutrality

By requiring concrete proof of bias, the Court reinforces confidence in the independence of judges. This stance reassures that objective criteria, rather than mere appearances, guide the assessment of impartiality.

Risks of negative public perception

Nevertheless, part of the public, unfamiliar with legal nuances, may view these virtual links as a potential source of conflict of interest. This calls on judges and judicial institutions to educate the public about the real significance of such digital connections.

Conclusion

The decision of 5 January 2017 is a cornerstone in defining judicial impartiality in the digital age. It makes clear that the mere existence of a virtual link cannot undermine a judge’s neutrality, absent tangible proof of closeness or influence. This ruling helps to stabilise case law on recusal while providing a clear framework for legal practitioners.

Dreyfus Law firm is part of a global network of lawyers specialising in Intellectual Property.

Nathalie Dreyfus with the assistance of the entire Dreyfus team.

FAQ

 

Can a judge be Facebook friends with a party to a case ?

Yes, but this link alone does not justify recusal.

What evidence can prove bias ?

Frequent exchanges, public support, or direct involvement in the case.

Does the private nature of exchanges affect the analysis ?

No, only proof of a concrete relationship matters.

Does this rule apply to LinkedIn or Instagram ?

Yes, it applies to all social networks.

Can a judge be sanctioned for online activities ?

Yes, in cases of breach of neutrality or restraint obligations.

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The danger of trademark trolls!

Introduction

The term “trademark troll” refers to opportunistic actors who exploit trademark law for speculative or coercive purposes. This article examines the definition of trademark trolls, the dangers they represent, the means of protection against them, and the question of their potential strategic value.

Understanding trademark trolls

Definition and essential characteristics

A trademark troll files a mark without any genuine intention of use, with the aim of demanding royalties, blocking market access, or exerting legal pressure.

Origins: from patent trolling to trademark trolling

Inspired by practices in the field of patents, this misuse relies on the “first-to-file” principle. Trolls take advantage of companies’ delays or oversights to pre-empt their filings.

Why trademark trolls are dangerous

Legal and commercial risks

Such practices generate costly litigation, slow down innovation, and force businesses into unjustified financial concessions.

Concrete examples

  • Snapchat vs. 47/72 Inc.: the filing of “OH SNAP! CHAT” risked diverting Snapchat’s image.
  • Castel frères in China: fraudulent pre-registration of the name “Ka Si Te” led to penalties and market losses.
  • Apple-proview: Apple was forced to pay USD 60 million to secure the “iPad” trademark in China.

How to protect against trademark trolls

Proactive filing strategies

An effective policy includes:

  • Early filing of key trademarks.
  • Coverage of all relevant classes.
  • Active monitoring to detect suspicious filings.

Legal remedies and procedural safeguards

Available tools include:

  • Opposition proceedings before INPI, EUIPO, or other trademark offices.
  • Revocation for non-use actions.
  • Recognition of bad faith, illustrated by the recent EUIPO decision invalidating a fraudulent “TESLA” filing.

In 2022, Tesla filed a cancellation action against the European trademark “TESLA,” registered by Capella Eood, a company associated with an individual known for “trademark trolling” practices. Tesla argued that Capella Eood employed speculative strategies to register trademarks in order to block other companies’ operations and extort financial settlements. The EUIPO’s Cancellation Division held that the mark had been filed in bad faith and declared it invalid.

For more information on this matter: https://www.dreyfus.fr/en/2025/01/06/tesla-and-the-euipo-halt-trade-mark-trolling/

eng troll danger

Trademark trolls: A possible strategy?

Opportunism or legitimate filing

While trolls act for speculative purposes, some defensive filings may be considered strategic, provided they rest on a genuine intention of use.

Regulatory responses and recent case law

Offices and courts are progressively reinforcing the fight against abusive practices. The Tesla/Capella Eood decision confirms Europe’s determination to sanction speculative filings.

Conclusion

Trademark trolls represent a growing threat for businesses. Only proactive protection strategies and swift legal responses allow companies to safeguard their intangible assets.

Dreyfus Law firm assists its clients in managing complex intellectual property cases, offering personalized advice and comprehensive operational support for the complete protection of intellectual property.

Dreyfus Law firm is partnered with a global network of lawyers specializing in intellectual property.

Nathalie Dreyfus with the assistance of the entire Dreyfus team.

 

FAQ

 

What is a trademark troll?
A trademark troll is a filing made without any real intention of use, solely to block or monetize rights.

What are the risks associated with trademark trolls?
They lead to costly litigation, delay market entry, and impose unjustified financial concessions.

How can a fraudulent filing be anticipated?
By filing trademarks early and implementing active monitoring systems.

What remedies are available in France and Europe?
Opposition proceedings, non-use cancellation actions, and claims based on bad faith.

Is revocation for non-use an effective tool?
Yes, it is an effective means of cancelling trademarks held by trolls.

Should start-ups fear trademark trolls as much as large corporations?
Yes, because their financial vulnerability and growing visibility make them particularly exposed.

What is the difference between a defensive filing and a troll filing?
A defensive filing aims to protect legitimate use, while a troll filing relies on abusive speculation.

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How does the French Digital Republic Act regulate the operation of online platforms?

Introduction

The French Digital Republic Act of October 7, 2016 laid the foundation for a structured regulatory framework governing online platforms in France. It introduced transparency, fairness and accountability obligations designed to rebalance the relationship between platforms, professionals and users.

In an ecosystem now largely shaped by the GDPR and the Digital Services Act (DSA), these obligations must be reassessed and updated. In this article, we offer a comprehensive analysis of the actual scope of the statutory provisions: first, what the law truly provides for, and then how those provisions fit into a legal landscape that has been profoundly reshaped since 2016.

Core obligations imposed on online platforms

Legal definition of online platforms

The Digital Republic Act introduced a precise definition of online platforms, formerly codified in the old Article L.111-7 I of the French Consumer Code. Services were considered platforms when they professionally offered, whether for remuneration or not, an online communication service to the public based on:

  • The ranking or referencing of content, goods or services;
  • The facilitation of interactions between several parties for the purpose of a transaction.

This definition covered a broad range of services: comparison tools, marketplaces, directories, search engines, social networks and intermediation services.

Its purpose was clear: to acknowledge the significant influence of these operators and to establish a protective framework built on three core principles, transparency, fairness and responsibility.

Article L.111-7 I of the Consumer Code was revoked in 2022. The applicable definition is now the one set out in the Digital Services Act, which qualifies an online platform as any intermediary service that stores and makes information accessible to the public at the request of users.

Differentiation between operators

The law distinguishes between:

  • Online platform operators, subject to general transparency rules;
  • Influencer platforms or hyperscale operators, now primarily regulated at the EU level by the DSA.

This structure enables obligations to be calibrated according to the platform’s economic influence.

Strengthened transparency and fairness requirements

Enhanced information obligations

Article L.111-7 of the French Consumer Code requires platforms to inform users of the criteria determining the ranking of content or offers. This information must be clear, intelligible and easily accessible.

This obligation, innovative in 2016, anticipated today’s concerns regarding algorithmic manipulation and the transparency of recommendation systems.

Disclosure of contractual relationships

Platforms must also indicate whether the advertiser or seller is acting as a professional, a consumer, or an uncertified reseller.

This enables users to determine whether consumer protection provided by law applies.

Identification of sponsored content

The law requires clearly identifiable disclosures when content has been paid for or promoted.
These provisions foreshadowed today’s standards set by:

  • The ARPP (French Autorité de régulation professionnelle de la publicité) for influencers,
  • The DSA for digital services,
  • Established case law on hidden advertising.

Increased accountability of digital actors

Reporting mechanisms

Platforms must provide a user-friendly mechanism enabling individuals to report illegal content, including: counterfeiting, hate speech, privacy violations, fraud, and other unlawful activities.

This obligation strengthens the notice-and-takedown regime established by the French Law on confidence in the digital economy (LCEN) of June 21, 2004 by requiring faster action.

Communication of pre-contractual information

When a platform connects professionals, sellers or service providers with consumers, it must provide a space enabling them to communicate the pre-contractual information required under Articles L.221-5 and L.221-6 of the French Consumer Code.

Fair information on online reviews

Since the French Decree of September 29, 2017, adopted to clarify the Digital Republic Act, platforms displaying reviews must disclose:

  • Their moderation methods,
  • Any financial consideration,
  • Their verification methodology.

These obligations aim to reduce fake reviews, a major concern for both the DGCCRF and French courts.

Interactions with European regulations

Compatibility with the GDPR

The Digital Republic Act paved the way for enhanced personal data protection, now fully governed by the GDPR.

Platforms must ensure:

The Act has been largely absorbed by this EU framework while retaining its additional economic transparency requirements.

Complementarity with the Digital Services Act

The DSA, applicable since 2024, has established a comprehensive EU-wide regime for platforms. The DSA notably imposes increased responsibility on platforms regarding the moderation of illegal or harmful content. They must implement mechanisms to detect and remove such content, failing which they may face sanctions.

French Digital Republic Act remains relevant, particularly for:

  • Economic fairness obligations,
  • Online review regulation,
  • Consumer information duties.

Oversight and sanctions

The competent authorities include: the DGCCRF, CNIL, Arcom, and civil and criminal courts.
Sanctions can include fines, corrective measures, and even temporary bans on operations.

Practical considerations for professionals

Businesses operating a platform must now navigate several layers of regulation: the Digital Republic Act, LCEN, GDPR, DSA and the French Consumer Code.

regulation plateform

To ensure robust compliance, platforms must:

  • Map national and EU obligations,
  • Document ranking criteria,
  • Enhance algorithmic transparency,
  • Structure moderation procedures,
  • Anticipate regulatory requests,
  • Update their terms of use, privacy policies and notices.

Conclusion

The Digital Republic Act remains a fundamental component of the French regulatory framework for online platforms. It establishes an environment based on transparency, responsibility and user protection, now reinforced by the GDPR and the Digital Services Act. Businesses must adopt an integrated approach combining legal compliance, algorithmic governance and consumer protection to secure their digital operations.

Dreyfus & Associés assists its clients in managing complex intellectual property cases, offering personalized advice and comprehensive operational support for the complete protection of intellectual property.

Dreyfus & Associés works in partnership with a global network of attorneys specializing in Intellectual Property.

Nathalie Dreyfus with the support of the entire Dreyfus team

FAQ

1.Can a platform be held liable for content posted by a user?
Yes. A platform becomes liable if it fails to remove manifestly illegal content promptly after being informed of it.

2.Can a user challenge a platform’s decision to remove content?
Yes. Platforms must provide an internal complaint mechanism allowing users to contest removal or delisting decisions. Under the DSA, this mechanism must be accessible and include human review.

3.Can French law require a platform to disclose the identity of a user who posted illegal content?
Yes, but only under strict conditions. Disclosure can only be ordered by a judicial authority when there is evidence of illegal activity.

4.Must a platform located outside the EU comply with French law when targeting French users?
Yes. If it targets the French or EU market, it remains subject to local legislation.

5. What best practices should online platform operators adopt?
Platform operators should implement a comprehensive compliance strategy that integrates both national and European legal requirements. This includes documenting ranking criteria, strengthening transparency in commercial practices, structuring content moderation procedures, ensuring the reliability of online reviews, and regularly updating terms of use, privacy policies and mandatory disclosures.

This publication is intended to provide general guidance to the public and highlight certain issues. It is not intended to apply to specific situations or constitute legal advice.

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Why is there a significant increase in trademark fees in the Middle East?

Introduction

The significant increase in trademark fees in the Middle East has become a key strategic parameter for any company operating in or planning to expand in the region. Far from being a simple, one-off budgetary adjustment, this development reflects a structural transformation of public intellectual property policies. Several Middle Eastern states have undertaken in-depth reforms of their national trademark offices, resulting in a marked revaluation of filing, registration, renewal, and post-registration fees.

This evolution directly affects the budget planning of international groups, the structuring of their trademark portfolios, and their regional expansion strategies. A rigorous legal and economic analysis is therefore essential to secure intangible investments in these rapidly evolving jurisdictions.

A marked and progressive increase in trademark fees in the Middle East

The first increases: a turning point in the United Arab Emirates

The first significant changes appeared in 2015 in the United Arab Emirates, with a substantial revision of official fees applicable to trademark filings, publications, and registrations. This reform marked a clear break from nearly a decade of relative fee stability.

Subsequently, Kuwait followed a similar trajectory, introducing an even more pronounced increase in administrative costs related to registration formalities. More recently, Bahrain and Syria have also revised their fee schedules upward, affecting filing procedures and pre-registration stages.

In Saudi Arabia, the restructuring implemented by the Saudi Authority for Intellectual Property led to a reassessment of registration and renewal fees as part of a broader economic modernization policy.

These adjustments have reshaped the economic balance of regional trademark protection strategies. The Gulf countries now rank among the most expensive jurisdictions for trademark registration.

An aggravating factor: the single-class filing principle

A significant feature of several Middle Eastern jurisdictions is the requirement to file a trademark application on a single-class basis. Unlike the multi-class system in force within the European Union and other international countries, each class requires a separate application and, consequently, separate official fees.

For companies operating across diversified sectors, this rule has a direct and substantial impact on overall protection budgets. A trademark covering five classes entails five distinct procedures and five sets of official fees.

This structural constraint mechanically amplifies the financial impact of the fee increases observed in recent years.

A more demanding local procedure: strengthened documentary formalities and increased compliance requirements

Beyond official fees, local procedures frequently require the submission of specific documents. Authorities may request legalized powers of attorney, priority documents, or additional certificates depending on the circumstances.

These formalities must comply with strict deadlines. Failure to meet these deadlines may result in refusal of registration or loss of priority rights. In certain jurisdictions, notarization or consular legalization procedures remain mandatory, thereby extending processing times and generating indirect costs.

The regional trend also reflects stricter formal and substantive examinations. Trademark offices now scrutinize applications more rigorously. While this enhances the legal security of registrations, it requires applicants to prepare their filings with greater precision and strategic planning.

The economic and legal foundations of the fee increase: modernization and regional harmonization

One of the main explanations for the increase in trademark fees lies in the modernization of public intellectual property services. Gulf states have invested heavily in the digitalization of procedures, the creation of online platforms, and improved access to trademark databases.

This administrative upgrading requires additional financial resources, which partly justifies the revaluation of official fee schedules.

The evolution of fees must also be understood within the context of legislative harmonization among the Member States of the Gulf Cooperation Council (GCC). The revised GCC Trademark Law aims to unify substantive rules applicable in Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates.

Protection remains national in scope and requires a separate filing in each country. Nevertheless, the harmonization of procedural and substantive rules contributes to the modernization and coherence of the regional system.

foundations tax increases

Strategic consequences for businesses

The significant increase in trademark fees in the Middle East requires companies to reassess their portfolio strategies. Businesses must now make precise determinations regarding priority territories, genuinely exploited classes, and renewal timelines.

A purely expansive filing strategy is no longer economically neutral. Trademark protection must be calibrated in accordance with commercial realities and local competitive risks.

Recourse to the Madrid System, administered by the World Intellectual Property Organization (WIPO), may constitute an alternative for Member States such as Bahrain and Oman. However, it does not cover all Gulf countries, making a jurisdiction-by-jurisdiction analysis necessary.

Conclusion

In light of rising costs, trademark portfolio management must be reconsidered within a comprehensive strategic framework. Companies should identify priority markets, anticipate renewals, and assess the coherence between legal protection and actual commercial exploitation.

Targeted and controlled protection enables businesses to optimize investments while securing intangible assets in high-potential markets. The response cannot be improvised. It must rely on coordinated strategic, financial, and legal analysis, integrating local specificities and commercial objectives.

Dreyfus & Associés assists its clients in managing complex intellectual property matters by providing tailored advice and comprehensive operational support to ensure full protection of intellectual property rights.

Dreyfus & Associés works in partnership with a global network of intellectual property attorneys.

Nathalie Dreyfus with the support of the entire Dreyfus team

Q&A

Which countries are most affected by these increases?
Saudi Arabia and the United Arab Emirates are among the jurisdictions that have implemented the most significant revisions, but other Gulf states have also adjusted their fee schedules.

Do the increases affect renewals as well?
Yes, the increases apply not only to initial filings but also to renewals and post-registration formalities.

Is there a single GCC trademark registration?
No, despite harmonized rules, there is no unitary GCC trademark. Separate filings are required in each country.

What is the Madrid System administered by WIPO?
It allows applicants to file a single international application, in one language, and designate multiple Member States.

Should companies reconsider their filing strategy in the region?
Yes, a strategic review is essential to align protection with commercial objectives and budgetary constraints.

Is it still advisable to invest in trademark protection in the Middle East?
Despite increased costs, the region remains strategically important due to its economic dynamism and role as an international commercial hub.

This publication is intended to provide general guidance and highlight certain issues. It is not intended to apply to specific situations or to constitute legal advice.

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How to effectively protect your trademark on Instagram, Snapchat and TikTok in 2026?

Introduction

Trademark protection on social media has become a major strategic issue as platforms such as Instagram, Snapchat and TikTok have established themselves as essential visibility channels. While this massive exposure represents a powerful acquisition lever, it also leads to a significant increase in infringements of intellectual property rights.

We observe that the most successful companies no longer rely solely on marketing presence: they implement a comprehensive strategy combining visibility, SEO and legal protection. In this context, controlling the risks associated with the use of distinctive signs online has become an operational necessity.

Why have social media become essential for trademarks?

A convergence between visibility, SEO and trademark awareness

Social media now play a central role in the digital ecosystem. They are no longer just communication channels but true extensions of trademark identity, visible both on platforms and in search engine results.

In practice, a well-optimized Instagram or TikTok account frequently appears among the top Google results for trademark-related queries. This presence helps control online image while strengthening credibility with clients and partners.

An engagement-driven performance model

Trademark performance is no longer measured solely by audience size but by the ability to generate engagement, particularly among younger audiences. Interactions (comments, shares, reactions) directly influence content distribution through platform algorithms.

In this context, editorial strategy must align with legal protection: poorly managed viral content can generate as many risks as visibility.

Strategic specificities of Snapchat, Instagram and TikTok

  • Snapchat: encourages spontaneous and authentic communication, ideal for humanizing the trademark.
    • However, despite their ephemeral nature, content can be captured and reused, requiring basic internal safeguards.
  • Instagram: enables the development of a consistent and high-performing trademark image through professional tools.
    • Each published element (photo, caption, hashtag) must comply with trademark law, especially when using third-party distinctive signs.
  • TikTok: offers rapid visibility through a powerful algorithm.
    • This virality increases the risk of misuse or misappropriation of the trademark, requiring active monitoring.

What are the legal risks associated with using a trademark on social media?

Unlawful appropriation of usernames

Fraudulent registration of usernames is one of the most common infringements. Third parties may use identical or similar names to capture traffic or create confusion among users.

This phenomenon, comparable to domain name cybersquatting, requires swift action to prevent trademark dilution.

Counterfeiting and unauthorized commercial use

Social media have become major distribution channels, including for counterfeit goods. Fake accounts reproducing logos or promoting misleading offers are increasingly common.

Such practices infringe exclusive trademark rights and may result in significant financial and reputational damage.

Reputational harm and unfair competition

Beyond traditional infringements, social media facilitate:

  • Rapid dissemination of harmful content;
  • Unauthorized association with a trademark;
  • Exploitation of reputation by third parties.

These situations require a nuanced legal approach combining intellectual property and liability law.

Legal and operational strategies to secure your presence on social media

Anticipate: build a coherent digital portfolio

The first step is to secure all digital touchpoints. We recommend in particular:

  • Filing trademarks with relevant offices, covering appropriate classes and territories;
  • Proactively reserving usernames;
  • Harmonizing identifiers across platforms to ensure consistency and recognition;
  • Checking the availability of distinctive signs before launching campaigns or products.

This proactive approach helps prevent conflicts and ensures consistent trademark communication.

building digital portfolio

Monitor: implement continuous trademark watch

Effective monitoring relies on technological tools capable of detecting infringements in real time. This includes surveillance across social media, marketplaces and emerging channels.

The objective is to identify infringements early and limit their impact.

Act: deploy appropriate legal mechanisms

In case of infringement, several actions may be taken. An initial response typically involves a takedown procedure, i.e. a formal notice to platforms requesting removal of infringing content or accounts.

Where infringement is more serious (impersonation, infringement, fraudulent commercial use), a structured approach is required, including:

  • Sending cease-and-desist letters;
  • Initiating username recovery procedures;
  • Bringing legal actions based on trademark infringement or unfair competition.

A rapid and structured response generally leads to effective outcomes, including content removal or account recovery.

To learn more about trademark monitoring strategies on social media, we invite you to consult our previously published article.

Conclusion

The presence on Instagram, Snapchat and TikTok represents a major strategic opportunity, provided it is supported by an appropriate protection policy. Controlling legal risks not only preserves intangible assets but also strengthens long-term competitiveness.

Dreyfus & Associés assists its clients in managing complex intellectual property cases, offering personalized advice and comprehensive operational support for the complete protection of intellectual property.

Dreyfus & Associés works in partnership with a global network of attorneys specializing in Intellectual Property.

Nathalie Dreyfus with the support of the entire Dreyfus team

FAQ

1. Is a trademark vulnerable if it is not active on social media?
Yes. Lack of active presence facilitates abusive registrations by third parties and complicates recovery actions.

2. How can I prove that a social media account infringes my trademark?
Proof relies on demonstrating likelihood of confusion, unauthorized use and, where applicable, damage. Evidence may include screenshots or monitoring reports.

3. How long does it take to remove a fraudulent account?
It depends on the platform and the strength of the claim. A well-documented takedown may succeed within a few days.

4. Can hashtags constitute trademark infringement?
Yes, when they exploit a protected trademark for commercial purposes without authorization.

5. Is a company liable for content posted by its employees?
Yes, liability may arise in case of unlawful publication.

This publication is intended to provide general guidance and highlight certain issues. It is not intended to apply to specific situations or to constitute legal advice.

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UDRP/URS: Guide to the 10 Best Practices for a Successful Proceeding

Introduction

The UDRP (Uniform Domain Name Dispute Resolution Policy) and the URS (Uniform Rapid Suspension System) are two essential extrajudicial mechanisms for effectively combating cybersquatting and abusive domain name registrations. Administered under the auspices of ICANN, these procedures provide trademark owners with a fast and targeted means of enforcing their rights globally, without resorting to lengthy and costly court actions.

However, the success of any action largely depends on the strategic choice of the arbitration and mediation center. Each institution has its own specific features in terms of procedural rules, timelines, costs, and the quality of its decisions. Given this diversity, it is essential to adopt a methodical approach, based on objective criteria and a careful analysis of your needs.

In this article, we share 10 key tips to help you make this crucial decision and optimise the protection of your digital assets.

Legal framework of UDRP and URS proceedings

Tip 1 : Determine whether your dispute requires a UDRP or a URS

Before initiating any action, it is essential to assess the nature of the infringement. UDRP is appropriate where the objective is the transfer or permanent deletion of the domain name, for instance, in cases of clear cybersquatting. URS, which is faster and less expensive, is limited to temporary suspension and applies only to new gTLDs. A strategic review of the facts, the commercial risk, and long-term objectives will ensure that you choose the most appropriate procedure and avoid wasting time on an unsuitable path.

Tip 2 : Review the Supplemental Rules of the selected center

Each accredited center applies the baseline rules defined by ICANN but adds “Supplemental Rules” that can influence the process. These set deadlines for filing, evidence formats, accepted languages, and proof requirements. A thorough review before filing allows you to anticipate constraints and prepare a compliant case file, reducing the risk of dismissal for procedural defects.

Choosing based on the disputed domain name

Tip 3 : Check the policy applicable to the domain extension

Not all extensions fall under UDRP or URS. Certain ccTLDs voluntarily adopt UDRP (e.g., .tv, .me), while URS applies only to new gTLDs such as .shop, .app, or .paris. Before starting a procedure, confirm the applicability of the rules with the registry of the extension. This is critical to avoid initiating an inapplicable action, which could waste costs and delay enforcement.

Tip 4 : Select a center adapted to the language and time zone

The language of the proceedings directly impacts speed and cost. Choosing a center that operates in your language, or in the registration agreement’s language, avoids high translation costs and reduces the risk of errors. Time zone alignment is also important, as it facilitates communication with panelists and administrative staff particularly for urgent exchanges or submission of additional evidence under tight deadlines.

Assessing costs, timelines, and procedural rules

Tip 5 : Balance budget, urgency, and expected outcome

Costs and timelines vary significantly. URS generally costs between USD 300 and 500 and can conclude in under 20 days, but only provides suspension. UDRP, which is more expensive (often several thousand euros), takes an average of 60–75 days and results in a transfer or permanent deletion. Your choice should be guided by whether you prioritise speed or the permanence of the remedy.

Tip 6 : Anticipate technical and administrative constraints

Some centers require specific electronic formats, online filing tools, or strict file size and format rules. Others still require physical submission of signed documents. Failing to anticipate these requirements can lead to delays or even dismissal of the complaint. Preparing for these in advance ensures smooth procedural progress.

Service quality and legal expertise

Tip 7 : Choose a center with a rich and consistent body of case law

Centers such as WIPO have extensive decision databases and research tools that consolidate international case law. This consistency is invaluable for predicting the likely outcome of a case and crafting a strong argument. A center with few precedents offers less predictability in decision-making trends.

Tip 8 : Opt for a center offering flexibility and adaptability

Some disputes require procedural flexibility, such as extensions of deadlines, acceptance of late-filed evidence, or hearings in an additional language. A center capable of tailoring its process to the complexity of your case can greatly improve your chances of success, especially in multi-respondent or cross-border matters.

Other decisive factors

Tip 9 : Consider the reputation and experience of the center

A center’s reputation is often tied to the quality of its panelists and the consistency of its rulings. An experienced center inspires trust among the parties and can also facilitate enforcement of decisions by registrars and registries. This institutional credibility is a key factor in legal security.

Tip 10 : Assess additional services and avenues for appeal

Some centers provide added value through technical assistance, practical guides, or an appeal mechanism in case of an adverse decision. Such features can be decisive, particularly under URS where an appeal process exists. Evaluating these advantages ensures you select a center offering more than just case management.

Conclusion

Selecting the right arbitration and mediation center for UDRP/URS proceedings is a strategic decision that must account for the nature of the dispute, the domain extension, timelines, costs, language, and the institution’s experience and reputation. Applying these ten tips will maximise your chances of success and secure the protection of your digital assets.

chose udrp procedure

Dreyfus & associés assists clients at every stage of these proceedings, backed by its recognised expertise in Internet and domain name litigation.

Nathalie Dreyfus with the support of the entire Dreyfus team.

 

FAQ

 

What is the difference between UDRP and URS ?

UDRP allows transfer or permanent deletion; URS provides only temporary suspension.

How do I know if my domain name is eligible for URS ?

URS applies only to new gTLDs approved by ICANN.

Which center should I choose to maximise my chances of success ?

Select a center with a rich case law history and recognised decision consistency, such as WIPO.

Do costs vary from one center to another ?

Yes, each center sets its own fees and terms.

Can an URS decision be appealed ?

Yes, some centers provide an internal appeal mechanism.

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Trunki, ten years on: from jurisprudential shock to strategic maturity in design law

Introduction

Ten years after the judgment delivered on March 9, 2016 by the UK Supreme Court in PMS International Ltd v. Magmatic Ltd (UKSC/2014/0147), commonly referred to as the “Trunki” case, its full significance can now be properly appreciated. While the decision is today regarded as a leading authority in design law, its outcome and strict reasoning initially took many practitioners by surprise in 2016.

In order to understand its enduring influence, it is necessary to revisit both the factual background and the judicial trajectory of this landmark case.

The facts of the case: confrontation between a registered design and an inspired product

In the mid-2000s, the British company Magmatic Ltd marketed the “Trunki” children’s suitcase, designed as cabin luggage that could also be ridden by children. The product’s commercial success relied heavily on its appearance: a rigid shell with rounded contours, incorporating protruding elements suggestive of the horns of a stylized animal, combined with a smooth and minimalist surface.

To protect this appearance, Magmatic filed a Registered Community Design pursuant to Regulation No 6/2002. The filed representations consisted of computer-generated images depicting a suitcase devoid of visible ornamentation and characterized by marked tonal contrast. No written claim or description accompanied the filing.

In 2013, PMS International marketed a competing suitcase in the United Kingdom under the name “Kiddee Case.” While it adopted the concept of an animal-shaped ride-on suitcase for children and featured similar protrusions at the front, those elements more closely resembled ears or antennae rather than horns. In addition, the Kiddee Case incorporated decorative elements and color combinations absent from Magmatic’s registered representations.

Alleging infringement of its Registered Community Design, Magmatic initiated proceedings under Articles 10 and 19 of Regulation No 6/2002, contending that the Kiddee Case produced the same overall visual impression on the informed user.

Judicial trajectory: a progressive redefinition of the scope of protection in design law

The significance of the case lies as much in its procedural path as in its outcome, revealing initial judicial hesitations concerning the interpretation of the “overall impression” test.

judicial history trunki

The UK Supreme Court ultimately reaffirmed several foundational principles of design law:

  • Protection extends solely to the appearance of the product as represented in the registration.
    In the absence of any written claim, the registered images alone determine the scope of the exclusive right.
  • A registered design does not protect a general idea or product concept.
    The concept of an animal-shaped ride-on suitcase is not, as such, appropriable; only the specific appearance embodied in the representations may be protected.
  • Visible graphical elements, including tonal contrasts and the absence of ornamentation, constitute defining characteristics of the design.
    The monochrome treatment and smooth surface were not neutral features; they contributed to the overall visual impression conveyed by the registered design.

The UK Supreme Court emphasized that the distinction between “horns” and “ears” was not a trivial detail. Consequently, the Kiddee Case did not produce the same overall impression as the protected design, and the infringement claim was definitively dismissed.

This reasoning was consistent with established case law of the Court of Justice of the European Union, notably PepsiCo v Grupo Promer (C-281/10 P, 2010), which confirms that assessment of overall impression must take into account the designer’s degree of freedom and must be based on the visible characteristics of the design as disclosed. In this respect, the UK Supreme Court did not depart from the European framework; rather, it applied its methodological requirements with particular rigor.

A divided reception: rigor in the service of legal certainty

In 2016, the Trunki decision prompted contrasting reactions within professional circles. Many designers and rights holders perceived the ruling as severe, even unsettling. The notion that a product clearly inspired by a commercially successful model could avoid a finding of counterfeiting appeared counterintuitive from an economic and creative standpoint. However, such reactions reflected a persistent confusion between commercial inspiration and legally relevant reproduction.

By contrast, litigation practitioners and design law specialists regarded the judgment as a welcome clarification. The UK Supreme Court unequivocally reiterated that the monopoly conferred by a registered design is strictly confined to the graphical representations filed under Regulation No 6/2002. The judgment reaffirmed that protection extends neither to ideas, nor to market positioning, nor to product concepts, but exclusively to the appearance as objectively fixed in the registration.

Ten years later, this strict approach appears less as a restriction than as a salutary clarification. It has reinforced legal predictability in design litigation and confirmed that the scope of protection cannot exceed what has been formally disclosed and registered.

The emergence of a litigation-conscious filing strategy

The most enduring impact of Trunki lies in its influence on filing strategies. The case served as a revealing reminder that graphical representations are not mere illustrations; they define the very boundaries of the exclusive right.

Since 2016, filing practices have evolved significantly. Applicants increasingly favor line drawings to prevent shading effects, tonal contrasts or decorative details from being interpreted as limiting characteristics. Multiple variants are more systematically filed to encompass different aesthetic iterations of a product. The use of broken lines and visual disclaimers has developed to delineate precisely which features are claimed and which are excluded.

Most importantly, strategic reflection now takes place upstream. Color contrasts, neutral areas and visible structural elements are carefully assessed in light of their potential impact on the overall visual impression. Filing is no longer regarded as a mere administrative formality at the end of the creative process; it has become a structuring legal act undertaken in anticipation of possible litigation and judicial scrutiny by reference to the informed user.

The decision also contributed to a clearer articulation between different intellectual property regimes. This clarification has fostered more sophisticated combined strategies. Companies developing design-driven products now secure, where appropriate, the appearance through registered designs, technical features through patents, and distinctive signs through trademarks including three-dimensional or figurative trademarks. In this respect, Trunki did not merely refine infringement analysis; it professionalized design protection strategy and reinforced the principle that effective protection rests on a comprehensive and coordinated IP approach.

Conclusion

Ten years after its delivery, Trunki no longer appears as a harsh decision but rather as a mature and methodologically clarifying judgment. By reaffirming that the exclusive right arises from and is limited by the filing, the UK Supreme Court firmly anchored design law within a framework of objectivity and predictability.

More than a simple infringement case, Trunki marked a methodological turning point: it shifted the center of gravity of protection to the act of filing itself. In design law, strategy now begins well before litigation.

Dreyfus & Associés assists its clients in managing complex intellectual property cases, offering personalized advice and comprehensive operational support for the complete protection of intellectual property.

Dreyfus & Associés works in partnership with a global network of attorneys specializing in Intellectual Property.

Nathalie Dreyfus with the support of the entire Dreyfus team.

FAQ

1. What is “overall visual impression” in design law?
Overall visual impression refers to the overall perception produced by a design on the informed user. It is not the result of a point-by-point analytical comparison, but rather a holistic assessment of the visible characteristics of the design, taking into account the designer’s degree of freedom in the relevant sector.

2. Who is the “informed user”?
The informed user occupies an intermediate position between the average consumer and the technical expert. This user is familiar with existing designs in the sector, demonstrates a heightened degree of attention, yet does not engage in technical or expert analysis.

3. Does the unregistered community design provide equivalent protection?
No. The unregistered community design offers a shorter term of protection (three years from first disclosure within the European Union) and generally requires proof of deliberate copying.

4. Is the infringer’s intention relevant?
In the context of registered design infringement, intention is in principle irrelevant. The decisive criterion remains whether the contested product produces the same overall visual impression on the informed user.

5. Can a registered design be modified after registration?
Only corrections of clerical errors or obvious inaccuracies are permitted. No substantive modification affecting the visible characteristics of the registered design is allowed after filing. Any alteration of the appearance requires the filing of a new design in order to preserve legal certainty and priority.

6. What is the principal strategic lesson derived from the Trunki case?
That effective design protection is constructed at the filing stage. Litigation cannot remedy an imprecise or poorly structured registration.

The purpose of this publication is to provide general guidance to the public and to highlight certain issues. It is not intended to apply to particular situations or to constitute legal advice.

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Does the reproduction of a trademark in a URL or in a website’s source code constitute trademark infringement?

Introduction

The reproduction of a trademark in a URL or in the source code of a website raises recurring legal issues for companies confronted with unauthorized digital uses of their distinctive signs.

At a time when online visibility conditions access to the market, such practices directly call into question trademark law, as well as the boundaries between infringement, search engine optimization, lawful technical uses and unfair competition.

The central question appears simple at first glance: does the insertion of a trademark into a URL, an HTML tag or a website’s source code automatically constitute trademark infringement? In practice, the answer is nuanced. It requires a detailed legal analysis of the nature of the use, its economic context and its concrete effects on the relevant public.

Legal qualification of the reproduction of a trademark in a URL

Under both French law and European Union law, trademark infringement requires that several cumulative conditions be met. The trademark must be used in the course of trade, in relation to identical or similar goods or services, and such use must be liable to adversely affect one of the functions of the trademark, foremost among them its essential function of indicating the commercial origin of goods or services.

The analysis is therefore not limited to the mere material reproduction of the sign, but focuses on its economic role and the effect it produces on the perception of the relevant public.

In this context, the presence of a trademark in a URL must be assessed in light of its function and its effects. A URL is not a neutral or purely technical element; it contributes to the identification of the website, its memorability for internet users, and its indexing and ranking by search engines. As such, it constitutes a vector of commercial visibility, the effects of which may be comparable to those of a domain name or a sign displayed directly on a webpage.

Where a trademark is incorporated into the URL of a website offering goods or services, such reproduction may be characterized as use in a distinctive capacity, particularly where it seeks to capture qualified traffic or to create, in the mind of the public, an association with the legitimate trademark owner. In this respect, the URL forms part of the overall commercial presentation of the website and contributes to shaping the perception of the reasonably well-informed and reasonably observant internet user.

process litigious URL

This approach has been upheld by case law, notably in a judgment of January 29, 2016. In Un Amour de Tapis v. Westwing (Paris Court of First Instance, 3rd Chamber, 3rd Section, 29 January 2016, No. 14/06691), the court found trademark infringement on the basis of the unauthorized use of a trademark in the URL of a private sales website in the context of a one-off commercial operation. The court held that such reproduction was likely to create a risk of confusion as to the origin of the goods offered and to give the impression of the existence of a link, endorsement or participation by the trademark owner in the operation at issue.

The decisive impact of URLs on organic search rankings

The use of a trademark in the source code of a website presents a specific and significant feature. Although such use is invisible to the end user, it plays a decisive role in organic search rankings and in the way search engines identify, classify and promote a website’s content.
The source code therefore directly contributes to the visibility of an offer on the market.

The insertion of a trademark into strategic elements such as title tags, meta descriptions, HTML headings or alt attributes may constitute use in the course of trade where it is intended to improve the website’s positioning for searches associated with that trademark. Such use cannot be regarded as purely technical where it pursues an objective of attracting traffic and influencing the behavior of internet users.

Case law now consistently recognizes that the invisible nature of the use does not, in itself, preclude a finding of trademark infringement. In its judgments of March 23, 2010 (CJEU, March 23, 2010, joined cases C-236/08 to C-238/08), the European Union Court of Justice held that the assessment must focus on the effects produced on the economic behavior of internet users, in particular through the results displayed by search engines.

Where the use of a trademark in the source code enables the capture of qualified traffic, diverts the attention of internet users or creates an undue association with the legitimate trademark owner, an infringement of the functions of the trademark may be established, irrespective of the sign’s direct visibility on the page consulted.

The criteria applied to establish trademark infringement

In order to assess whether trademark infringement has occurred, courts carry out an overall assessment of the circumstances of the case.

The first criterion consists in determining whether the trademark is used as a distinctive sign in the URL, that is, as an indicator of commercial origin, rather than as a purely descriptive, informational or strictly necessary reference. The targeted and repeated insertion of the trademark into strategic elements such as the URL or certain component of the source code tends to reveal use as a trademark where it contributes to attracting the public and promoting the offer.

The likelihood of confusion remains a central criterion. It is assessed on a concrete basis, taking into account in particular the full or near-full reproduction of the trademark, the identity or similarity of the goods or services offered, as well as the overall presentation of the website and its digital environment. Taken together, these factors may lead internet users to mistakenly believe that there is an economic, organizational or contractual link with the trademark owner.

Beyond the likelihood of confusion, courts also take into consideration harm to the other functions of the trademark. Unauthorized use may adversely affect its advertising function by unduly exploiting its power of attraction, its investment function by weakening the efforts made by the owner to enhance the value of the sign, or its communication function. Such impairments may be sufficient to establish counterfeiting, even in the absence of immediate confusion.

Lawful uses and the boundary with unfair competition

Not every reproduction of a trademark in a digital environment is necessarily unlawful. Certain uses may be permitted where they are strictly necessary, proportionate and devoid of any distinctive character, in particular for descriptive, informational or fair comparative purposes.

That boundary, however, is a narrow one. Where the use goes beyond what is necessary to inform the public and tends to unduly capture customers or to take unfair advantage of the trademark’s reputation, the risk of a finding of infringement re-emerges.

In practice, where the strict conditions for trademark infringement are not fully met, the conduct at issue may nevertheless fall within the scope of unfair competition or parasitism, particularly where it reveals an intent to capitalize on the reputation of an established operator or to divert its online traffic.

Conclusion

The reproduction of a trademark in a URL or in the source code of a website cannot be only reduced to a purely technical use. Where it influences the visibility of the website, its organic search ranking and the economic behavior of internet users, it may constitute a use in the course of trade that adversely affects the functions of the trademark.

The assessment must remain concrete and based on the actual effects of the use. Regardless of whether the sign is visible or invisible to the user, URLs and source code fully form part of a website’s commercial presentation and may, as such, give rise to a finding of trademark infringement.

 

Dreyfus & Associés assists its clients in managing complex intellectual property cases, offering personalized advice and comprehensive operational support for the complete protection of intellectual property.

Dreyfus & Associés works in partnership with a global network of attorneys specializing in Intellectual Property.

Nathalie Dreyfus with the support of the entire Dreyfus team.

 

Q&A

 

Is it necessary to prove fraudulent intent in order to establish trademark infringement?
No. Trademark infringement is an objective form of liability. While intent may be relevant to the assessment of damages or the measures ordered, it is not a condition for establishing infringement.

Can the use of a competitor’s trademark in a URL be justified by comparative SEO practices?
Very rarely. Lawful comparative practices require information that is fair, objective and proportionate. In practice, the insertion of a trademark into a URL is difficult to justify under these standards.

Is the use of a trademark in a URL for purely internal (back-office) purposes risky?
In principle, no, provided that the URL is neither indexed nor accessible to the public.

Is an action based on unfair competition preferable where the use is described as “technical”?
It may offer greater flexibility in certain situations, particularly where the qualification of trademark infringement is uncertain. Both legal grounds may, however, be relied upon in a complementary manner.

Is the use of a trademark in a URL by an authorized distributor lawful?

This depends on the contractual framework and the conditions of use. In the absence of express authorization, excessive or misleading use may go beyond the distributor’s rights.

Do well-known trademarks benefit from enhanced protection in this context?
Yes. Harm to the investment function or the reputation of the trademark may be established even in the absence of a likelihood of confusion, thereby facilitating enforcement actions.

 

The purpose of this publication is to provide general guidance to the public and to highlight certain issues. It is not intended to apply to particular situations or to constitute legal advice.

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