The Most Thorough Trademark Policing Ever

One of the stupendous librarians at the University of Minnesota Law School sent me a news story that shows just how far some trademark policing will go. Specifically, to Talkeetna, Alaska, which, according to Wikipedia, has a population of 772 and lies a two-and-a-half-hour drive north of Anchorage. (Cue Michelle Shocked ballad.) The extraordinary zeal of this particular cease-and-desist letter shows itself, not just in the number of miles it was sent, but in the extremely minor violation it protested. As the Anchorage Daily News explains:

Talkeetna batik artist Barbara Holmes heard from the group behind the “got milk?” brand this month.

Holmes made the mistake of advertising T-shirts and “onesies” — those snappable one-piece underclothes for babies — hand-lettered with the words “got breastmilk?”

She whipped up 10 of the little things from her downtown Talkeetna home with an outhouse and no running water. She sold six at a holiday fair in the senior center two years ago, then moved on to other projects.

The letter from the board’s Sacramento law firm showed up a few weeks ago.

Wow. You can’t make this stuff up! Every fact makes the story more absurd: ten … hand-lettered … parody onesies .. sold at the senior center holiday fair … by a woman in Talkeetna,Alaska with no running water. Hand-lettered!

Unlike many recipients of C&Ds, Ms. Holmes has retained a spunky local lawyer (himself out of central casting: a former commercial salmon fisherman with long white hair and beard and a David-and-Goliath plaintiff-side practice who blogs as “Alaska Backwoods Lawyer.”) His letter in reply refuses the demand by counsel for the California Milk Processing Board that Ms. Holmes send them all the equipment used to make the offending products and an accounting of her profits.

Morals of the story:

1. Partly influenced by aspects of trademark law that encourage overactive policing, too many brand managers authorize their lawyers to churn out C&Ds without even thinking.

2. Worse, trademark law can allow markholders to pick and choose which messages earn their disapproval. There is no shortage of “Got Milk?” parodies out there — try going to a mall and not seeing one on a t-shirt. But only some get singled out by the Milk Board, including animal-rights critics and at least one other breastfeeding one.

3. We need to rethink trademark fair use.

4 Responses to “The Most Thorough Trademark Policing Ever”

  1. [...] A nice summary of the situation here. [...]

  2. [...] Cease and Desist? 30Jul08 William McGeveran of Info/Law has some interesting thoughts on a cease and desist letter from lawyers for the California Milk [...]

  3. They all think that their trademarks are defendable to the inth degree. The strategy behind mos C&D letters relies on the people receiving them never having received one and freaking out. Most letters ask for way too much. I think trade marking phraseology should be closely monitored and restricted. Good for the lady standing up to them.

  4. i understand that many people are concerned about protecting their trade mark so they do not loose it. But, phrases like “Got Milk” should not be trade marked in unto itself but only to a specific situation; no more, no less. Common speech or even near common speech should not be controllable by corporate America.