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Intellectual PropertyTrademark

The Shield of Good Faith: How Trademark Clearance Searches, Attorney Opinions, and USPTO Approval Protect Against Willful Infringement Claims

Willfulness no longer operates as an absolute precondition to disgorging an infringer's profits after Romag Fasteners, Inc. v. Fossil, Inc., 590 U.S. 212 (2020), but a defendant's intent remains the single most important equitable factor courts weigh when deciding whether to award profits, treble damages, and attorney's fees under 15 U.S.C. 1117. This article explains what willful trademark infringement means, why it controls the remedies a brand owner can recover, and how three layers of pre-adoption diligence -- a comprehensive clearance search, a reasoned opinion of counsel, and USPTO examination and registration -- combine to establish good faith and rebut claims of willful conduct. It catalogs the equitable factors courts actually weigh before ordering disgorgement, examines the privilege-waiver tradeoff that comes with asserting reliance on counsel, the evidentiary weight courts give USPTO determinations, the Tea Rose-Rectanus good-faith junior user doctrine, and the willful-blindness limits that prevent businesses from burying their heads in the sand. The discussion is anchored in primary authority, illustrated with a worked hypothetical, and connected to clearance-search and enforcement best practices that brand owners and their counsel can implement before adopting any new mark.

Casey Scott McKayJanuary 1, 202547 min read