The trademarking of an avatar

aimeewebertm229Late last year, Grossman Tucker Perreault & Pfleger announced that they had successfully registered as a trademark the multidimensional likeness of Aimee Weber, the Second Life avatar of New York content-creator and businesswoman Alyssa LaRoche.

While GTP&P referred to it as a groundbreaking decision (it is — groundbreaking is another word for ‘first’), it is not actually an astonishing, surprising or unexpected result. It’s an obvious application of existing trademark law, in fact.

What we have here is a trademark image in a new medium, but that isn’t particularly special. At some point in the future, someone is going to trademark a projected 3D holographic logo for the first time, and that will indeed be groundbreaking, but is still an obvious extension of the trademark system into new media and expressions.

What’s interesting here is that the trademark is, essentially, a personification. LaRoche’s avatar appearance, for all intents and purposes is her, which actually makes the avatar-as-a-trademark a good deal more ordinary than a lot of the existing trademarks that have been registered.

As a random example, the US Patent and Trademark office granted trademark registration for THE FORMULAR FOR KOFI’S CONCEPT IS SIMPLE. THE PAST + THE PRESENT = THE FUTURE ALL THROUGH HISTORY IT HAS BEEN THE PAST AND THE PRESENT COMING TOGETHER TO BECOME THE NEXT BIG THING” FOR EXAMPLE NEGRO SPIRITUAL COMBINED WITH BLUES BECAME R & B ELEMENTS OF JAZZ AND BIP BOP BECAME RAP RAP COMBINED WITH OLD R & B SONGS BECAME HIP HOP NOW HIP HOP COMBINED WITH KOFI’S RECIPE = KOFRICA “THE NEXT BIG THING”®, misspelling included. Nope, we’re not kidding.

There’s literally hundreds of examples like that in the trademark database, including lengthy platitudes and sections of biblical scripture. Next to those, a 3D avatar seems positively mundane.

Benjamin Duranske, a respected commentator on law as it applies to virtual environments, said of the filing that, “McDonald’s trademarked Ronald, so there is no reason an avatar — for many users, a computer generated representation of their brand — could not also be trademarked. The rather distinct appearance of avatar ‘Aimee Weber’ is indisputably identified with the brand. And ‘Aimee Weber’ is as much a Second Life icon as she is a person you chat with at a virtual coffee shop or hire for design work; the little “TM” just makes that official.”

And LaRoche now has considerable legal leverage if someone wants to misuse her image to brand or promote unrelated products or services, or simply to mimic her for malicious purposes.

It will be interesting to see if any other people move to follow suit.

Who’s your Daddy?

Mark Kirk

US Congressman Mark Kirk (R-Ill.) would like to be your parent. At least, he would like to act as though he was your parent.

Starting back in May 2008, Kirk has been singling out Second Life for special attention: he would like legislation to be introduced that prevents children from accessing Second Life– both the Teen Grid and the Main Grid (he makes no distinction), through public libraries and in schools.

On the surface, it sounds alright. We all want to protect the kiddies, right? Who is going to say an ill word against legislation that looks like it is designed to protect our children? But then you have to wonder: why should teenagers be excluded from a place designed especially for them? How will adults who want to access Second Life through libraries and schools do so?

There is no easy, cost-effective way to restrict access to content in public libraries and schools. Unless the Congressman wants to spend many more of the limited dollars already available to libraries and schools on solutions that would allow some people to access Second Life but not others, then Second Life would effectively not be available to anyone at these venues.

Legislation banning access for kids is not considered to be censorship – law that acts in place of parental control is often seen as advantageous.

Legislation that also functionally causes a service to be banned for adults is a bit stickier. It may not strictly constitute censorship, as the law would not state that adults are banned. However, functionally, censorship would be the end result.

Does it depend on the end result, or on the original intent, as to whether this is in fact a case of censorship?

For those who are not US citizens, here are the words of the First Amendment (1791):

Congress shall make no law respecting an establishment of religion, or prohibiting the free exercise thereof; or abridging the freedom of speech, or of the press; or the right of the people peaceably to assemble, and to petition the government for a redress of grievances.

This is the fundamental piece of law protecting US citizens from censorship. Formally, censorship is prior restraint of communication based on content and enforced by law.  Censorship by the government is broadly unconstitutional.

What Kirk seems to be trying to achieve, intentionally or unintentionally, is an end-run around the constitution. There’s precedent for the State acting in loco parentis, but this sort of legislative restriction barring adults would never fly. Because it’s targeted at kids, and catches adults as collateral damage (something Kirk must have considered), it could squeak through to the detriment of everyone.

On another tack is this related idea, which to some extent makes the legislation pointless:

Thinking members of Congress, teachers and librarians have said that website filtering in the schools and libraries won’t protect kids because they aren’t finding predators in schools and libraries, but from their home computers that they surf alone in their rooms because they have nothing to do after school as many after school activities have been cut.

Perhaps a more useful way to spend Congress’ time and funds is:

  • To put more effort into providing alternative activities for children after school

and, maybe even more importantly

  • To put more effort into educating children about the use of services provided over the Internet.

An educated child is more likely to be self-monitoring. A restricted child is more likely to see excitement, danger and really wild things in those services that have been restricted.

So, what do you think? Is this legislation “in loco parentis”? Or just plain loco?

Source

Patents and virtual world commerce

Terra Nova has a fascinating article on patents and virtual world economies.

Our recent interview with Dr Melissa de Zwart from Monash University shone some light on this very grey area – there’s still so much legal precedent still to be established.

Discussion paper on virtual property rights

Virtually Blind has an interesting article featuring a discussion paper on virtual property rights.

The paper is written by a Columbia Law School graduatem, Daniel Gould and you can read it here. It covers the challenges in defining virtual property and the part that stood out for me was:

bits in memory do not, by themselves, possess the qualities of real
world property mentioned above. Rather, it is the bits in the context of the MMOG
application interpreting them that simulates the features of physical property.

If you like the intellectual stimulation of bits, in our out of context, give this paper a read.

Law and regulation of virtual worlds seminar

Melbourne keeps on churning out interesting virtual worlds events. This time it’s a seminar titled “Law and Regulation of Virtual Worlds”.

The details:

Wednesday 25 June 2008, 4 – 6.30 pm
Monash Centre for Regulatory Studies
Monash University Law Chambers
472 Bourke Street Melbourne

Key Speakers
Gary Hayes, Director LAMP @ AFTRS and Head of Virtual World Development, TPF
Dan Hunter, New York Law School, Melbourne University Law
Melissa deZwart, Senior Lecturer, Monash Law
David Lindsay, Senior Lecturer, Monash Law

This looks like a lively event. We’re in process of organising an interview with Melissa deZwart – watch this space.

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