Sense and Nonsense in Measuring Sponsorship Confusion
New York University (NYU) - Department of Marketing; New York University (NYU) - Leonard N. Stern School of Business
September 12, 2005
NYU, Law and Economics Research Paper No. 05-19
Section 43 of the Lanham Act prohibits false or misleading misrepresentations of fact that are likely to cause confusion, or to cause mistake, or to deceive as to the sponsorship or approval of goods or services. Examination of case law reveals emerging disagreement across courts on what needs to be assessed when measuring such "sponsorship" confusion. Various issues, including the logic underlying such measurement, are discussed. In the process, the author explains why, from the perspective of both science and law, one approach accepted by courts makes sense while another does not.
Number of Pages in PDF File: 47
Date posted: September 27, 2005