A Trademark Attorney’s Guide for Bloggers: Protecting Your Digital Assets

Trademark Illustration

Jon’s word: I invited mental property lawyer John C. Laurence to jot down this expansive Trademark information for bloggers.  

Almost 30 years faraway from its first public introduction in 1991, the Web is extra civilized and commoditized than ever. But due to its monumental dimension, it stays a digital wild west.

When you’re studying this, you’ve most likely already taken a couple of steps towards rising your web site: publishing your first 25 items of content material, securing your first internet hosting bundle, and putting in a premium theme as you get able to let your first items of content material age.


As you start to look towards what’s subsequent for your area of interest web site, you must contemplate how one can shield your exhausting work and develop your model with trademark safety. As your weblog grows, so does the danger that somebody will try and capitalize in your success by stealing your brand or area title and passing it off as their very own.

Associated: Do you have to incorporate your running a blog enterprise?

Table of Contents

Why Your Weblog Wants Safety

Selecting a reputation is a crucial step for any enterprise, and a weblog or web site isn’t any exception. A weblog’s title units it aside, and because the weblog grows over time, readers will affiliate the title of the weblog with the standard or fashion of content material that they get pleasure from. Protecting the worth of that affiliation is why we now have emblems within the first place. So why don’t extra bloggers have them?

As of This autumn 2020, roughly two million trademarks are lively in the US. A fast search of the U.S. Patent and Trademark Workplace (USPTO) database reveals over 100,000 data for emblems containing frequent TLD indicators.

With so many emblems on the market, it’s simple to infringe upon one unintentionally when selecting your area title. It’s simply as simple for another person to infringe on yours.

Advantages and Penalties

Having a registered trademark permits you to make the most of plenty of key authorized rights and treatments for infringement, together with:


  • Definitive possession rights;
  • Nationwide safety towards infringement;
  • The flexibility to carry infringement fits in federal court docket;
  • “Incontestability” of your mark after registration and use in commerce for 5 years;
  • Recourse towards cybersquatting, dilution, and different claims; and
  • The flexibility to make use of the ® image to designate that the mark is federally registered.

With no registration, none of those choices can be found. Web site publishers who don’t register their domains put their exhausting work in danger. By fascinated with emblems early on, you’ll be capable to keep away from spending money and time on a site title that isn’t protectable as a result of there’s a chance of confusion with an current trademark or doesn’t qualify for trademark safety.

Actual-Life Instance

One well-known instance concerned Hasbro and their Sweet Land board sport. Grownup leisure firm Web Leisure Group (IEG) arrange candyland.com in 1995, filling it with sexually express content material. IEG reportedly paid over $20,000 for the area title and spent one other $150,000 on advertising and marketing. After discovering the web site, Hasbro efficiently sued on the idea of trademark dilution, forcing IEG at hand over the area to Hasbro.

What Is a Trademark?

A trademark is a phrase or design that identifies the supply of a specific good or service. A method to think about emblems is as a visible illustration of the goodwill that buyers affiliate with a specific model.

Logos are separated into varieties primarily based on what they comprise. Primary phrase marks comprise phrases solely, whereas design marks comprise a graphic component. The legislation ranks emblems on a four-step scale primarily based on their power and protectability:

  • Generic marks are frequent phrases used to call or describe or service and should not protectable;
  • Descriptive marks describe the standard of the product and are protectable provided that they’ve acquired a secondary that means (e.g., American Airways);
  • Suggestive marks recommend a top quality of the products or companies and require a logical leap between the mark and the products or companies they characterize (e.g., Skullcandy); and
  • Arbitrary or Fanciful marks are arbitrary phrases that don’t have any inherent relation to the products or companies they characterize and are the strongest kind of mark (e.g., Apple or Google).

The stronger a trademark is, the broader the safety afforded by that trademark. That is essential since trademark infringement relies upon the chance of confusion with a protectable mark.

How Do I Get Trademark Rights?

Widespread legislation trademark rights are acquired just by utilizing your mark in commerce for particular items or companies. Widespread legislation rights are the best to acquire, however they supply solely restricted safety. Particularly, frequent legislation rights exist solely within the geographic areas the place the mark is used or to which the proprietor’s enterprise would naturally increase.

In distinction to frequent legislation rights, the broadest trademark rights are obtained by registering the trademark with the USPTO. Federal registration confers nationwide safety, “incontestable standing” after 5 years of use in commerce, and the power to make use of the ® image to point out that your mark is federally protected, together with the opposite rights and treatments listed above.

Registration Points and Chance of Confusion

Below the Lanham Act, emblems should meet sure standards to be eligible for safety. Most significantly, new emblems can’t be confusingly just like current ones.

In comparison with copyright infringement, trademark infringement does not require literal copying. As a substitute, trademark infringement relies upon whether or not one mark would confuse customers about the place a product originated. Confusion might be primarily based round how a brand appears, the way it’s spelled, and even the way it sounds to repeat out loud. Take into account, although, that infringement is barely an issue when there’s an precise chance of confusion. When two companies are in fully separate industries, customers are unlikely to get confused. That is why Hasbro introduced a dilution declare reasonably than an infringement declare within the Sweet Land case above.

Trademarking Your Area Identify

Domain Names


The method for trademarking a site title is identical as for another mark. Which means that your area title should function a supply identifier for the products and companies offered beneath that mark. It additionally implies that the mark can’t be primarily descriptive of these items and companies and can’t be a generic time period used to establish these items and companies.

An preliminary query is what a part of the area title to I do try and register as a trademark. This query is greatest answered by figuring out what a part of the area title are literally getting used as a supply identifier for the products and companies provided beneath that area title. If you’re utilizing the mixture of the primary a part of the area title and the top-level area indicator primarily as an internet site handle, then you definitely can not trademark that area title mixture because it doesn’t operate as a supply identifier. Slightly, it’s most definitely that the primary a part of the area title mixture alone features as a supply identifier and it’s that portion alone that needs to be trademarked. The primary a part of the area title mixture might your organization title or another designation that you just embody alone in your advertising and marketing supplies to establish your self to you buyer. For instance, my firm title is “John C. Laurence Legislation” beneath which I market and supply authorized companies. I may have the area title “johnclaurencelaw.com.” Nevertheless, I market my authorized companies and my clients affiliate these authorized companies to the “John C Laurence” element alone with out the “.com” element. As such the mark “JOHN C LAURENCE” features as a supply identifier and needs to be trademarked whereas “johnclaurencelaw.com” operate solely as an online handle that shouldn’t be trademarked.

Alternatively, if the complete area title mixture is used because the supply identifier, then each the primary a part of the area title and the top-level area indication together needs to be trademarked. Many firms right now present their items and companies totally on the Web they usually market these items and companies to their clients in a way that emphasizes that characteristic equivalent to at all times together with “.com” in firm designations. One instance that everybody appears to be acquainted with is “Reserving.com” and its Supreme Court docket case that modified the legislation regarding registrations that embody top-level area indicators.

The corporate Reserving.com filed to register the mark BOOKING.COM for on-line hotel-reservation companies. The USPTO denied registration discovering the BOOKING element generic and making use of a virtually “per se rule” that including a top-level area indicator to such a generic title renders the area title mixture additionally generic.  The Supreme Court docket rejected this “per se rule” holding that whether or not such a site title mixture equivalent to BOOKING.Com is generic relies upon solely on whether or not or not that mixture, taken as a complete, signifiers to shopper a category of products or companies. A key level to know is that merely including a top-level area indicator, equivalent to “.com,” to a generic time period, equivalent to “reserving” for on-line hotel-reservation companies, doesn’t alone remedy the mixture from being generic. Slightly, the area title mixture will probably be evaluated as a complete to find out whether or not or not it generic. Furthermore, the USPTO will consider the area title mixture as a complete when figuring out if a portion of the mixture must disclaimed as generic or descriptive or if there are marks on the register which can trigger a chance of rejection.

One other key level to recollect is that the profitable registration of a site title as a working URL doesn’t assure trademark rights in both that area title mixture or any of its parts. This imply that some area title combos could also be very enticing as net addresses however, as the identical time, can not contribute to the event of a model. Nevertheless, taking the effort and time to develop a site title mixture that’s each net handle and satisfies the necessities of a trademark does present benefits. These benefits embody safety towards registration of confusingly comparable domains names, purposeful misspelled domains, and top-level area indicator variations.

When Is the Proper Time to File a Trademark?

The fitting time to file a trademark is as quickly as attainable. Nevertheless, I perceive that in improvement of a distinct segment web site, you don’t have any concept whether or not it’ll work out. Consequently, it’s tough to decide to choosing a reputation and growing a model id—usually at vital value—when you realize it might all be for nothing.

However, in the event you’re actively investing in including content material and additional growing your web site, in a single sense you possibly can’t afford to not make these decisions. Even in the event you’re not sure concerning the long-term success, you must strongly contemplate defending your area title.

On the very least you must search for your chosen title. Trademark attorneys, myself included, conduct “knockout searches” for our shoppers to verify the trademark they need isn’t already in use. You are able to do one thing comparable for your self: test to verify there aren’t any lively emblems for it similar to you’d conduct a backlink search to see if the area title has any poisonous hyperlinks pointing to it.

On-line Trademark Providers: Good, However Not for Everybody

On-line trademark companies provide trademark-related companies for a fraction of the price of a conventional legislation agency. However are they funding? Whereas these companies do work, they lack some of the service you’ll get by hiring an lawyer.


Price is the one main profit a web-based service provides over an lawyer. On-line companies are sometimes less expensive than hiring an lawyer, however the kinds of companies provided don’t equal what you get with an lawyer. If finances is your largest concern, then a web-based trademark service might be the way in which to go.


Whereas cheaper, on-line companies might present much less for your cash total. Knockout searches might not be as thorough, they usually hardly ever embody recommendation from an lawyer on how one can differentiate your trademark from others. Through the use of a web-based service as a substitute of an lawyer, you miss out on:

  • Authorized illustration if somebody challenges your trademark registration;
  • Publish-filing trademark portfolio administration; and
  • Authorized recommendation on the outcomes of your trademark search and the dangers transferring ahead.

Registering a trademark takes extra than simply “submitting and forgetting.” At numerous factors after your mark is registered, you should file statements asserting that you’re nonetheless utilizing your trademark. Failing to take action can lead to your mark dropping its protected standing.

Widespread On-line Authorized Service Suppliers

Be aware: The under listing isn’t in any specific order.


LegalZoom provides separate packages for their trademark search and trademark registration companies, together with particular searches for similar and really comparable domains.


TrademarkPlus.com is a web-based service devoted solely to knockout searches and trademark registration. They provide registration beginning at $99 and a U.S. fundamental search beginning at $199.


Trademarks411 provides three pricing choices beginning at $249, every of which incorporates overview, preparation, and submitting of your utility.

Trademark Engine

Trademark Engine provides a number of registration packages along with separate knockout search, registration, and monitoring choices. This service provides a fundamental bundle together with a direct-hit federal search and submitting for $99.


MyCorporation provides trademark registrations with an optionally available knockout search possibility. This service provides a fundamental registration together with a U.S. knockout search for $448.


RocketLawyer is a subscription-based service that provides premium and non-premium membership choices. Trademark registration with RocketLawyer features a knockout search and session with one in every of their attorneys.

Associated: Finest On-line LLC Formation Providers

How one can File a Trademark Your self

As essential as emblems are, the price of hiring an lawyer could also be prohibitive, particularly once you’re simply getting began. Budgets are tight and the USPTO submitting payment is already costly.

Understand that whereas submitting a trademark your self appears cheaper on paper, it might not be in observe.

Submitting the applying isn’t sophisticated, however realizing what to incorporate in it’s; errors within the utility could make the method costlier than it will have been to rent an lawyer.

That mentioned, in the event you’re going to file your trademark registration your self, you are able to do so in three steps.

1. Conduct a Knockout Search

A trademark knockout search, additionally referred to as a clearance search, begins with a search of state and federal databases to seek out emblems just like yours. A good place to start out is the USPTO’s Trademark Digital Search System (TESS).

Knockout searches additionally cowl frequent legislation trademark rights which may exist in your potential markets. You may look for these by looking out Google, commerce magazines, enterprise registrations, and wherever else a enterprise would use their trademark.

2. Put together and File Your Software

The whole utility course of is on-line by the Trademark Digital Software System (TEAS) on the USPTO’s web site. Earlier than you possibly can full the applying, ensure you know which Worldwide Class you will want to incorporate beneath your trademark.

Worldwide courses are groupings primarily based of services or products varieties which might be provided beneath the trademark. Lessons 1-35 cowl merchandise, and Lessons 36-45 cowl companies. The area title for my legislation agency, for instance, would fall beneath Class 45, which covers authorized companies.

3. Monitor Your Software

After submitting, the USPTO assigns your utility to an inspecting lawyer. Whereas the approval course of might be comparatively fast in some circumstances, it might take greater than a yr in others. If it’s accredited, you’ll obtain your trademark, at which level you’ll have to remain on prime of post-filing deadlines to verify your mark stays protected.

Hiring a Trademark Legal professional

When you resolve that you just’d reasonably rent a lawyer, it may be overwhelming to decide on. You may ask, how do I do know if I’ve picked the appropriate trademark lawyer? There’s not likely a proper reply—however there are some issues you possibly can ask to assist make your choice:

  • What’s their communication fashion and the way responsive are they in case you have questions?
  • What’s their status inside the authorized group?
  • Is their character a “good match” with yours?
  • What’s their expertise not simply with submitting emblems, however with dealing with infringement claims or workplace actions?

Whereas paying correct consideration to the expertise is a given, the significance of hiring an lawyer you want shouldn’t be missed. As a result of it may well take greater than a yr to finish a submitting, your lawyer needs to be somebody you’re snug working with for an prolonged time frame.

Specialists vs. Trademark Attorneys

Trademark specialists are non-attorneys who’ve expertise getting ready and submitting trademark purposes. Many trademark specialists can carry out lots of the identical features as an lawyer with respect to submitting a trademark utility. Nevertheless, they can not observe legislation. Thus, they are going to be unable that will help you with lawsuits or infringement claims ought to they come up.

What You Ought to Anticipate to Pay for Trademark Providers

There are two most important bills for each trademark registration: authorized charges and USPTO charges. As of January 2021, at an absolute minimal you’ll have to pay a submitting payment of $250 per class for a TEAS Plus utility. Alternatively, the USPTO provides a TEAS Normal possibility with fewer preliminary necessities at a value of $350 per class. The USPTO might assess different charges, ranging from $100, for extra filings like extension requests or utility amendments.

Moreover, attorneys cost wherever from a couple of hundred to some thousand {dollars} for their companies. For instance, I cost $1,275 plus the submitting payment for a knockout search and registration submitting. Responding to workplace actions issued throughout the registration course of are charged individually, and relying on the complexity or variety of workplace actions issued, it’s not unusual for companies to pay hundreds of {dollars} for a trademark lawyer’s companies.

How one can Deal with Trademark Disputes

Whether or not you’re suing or getting sued, you’ll have to rent a trademark lawyer to correctly deal with the case. If somebody is infringing in your trademark, an lawyer can assess the state of affairs and advise you of the very best choices going ahead. When infringement isn’t the one subject, there could also be different claims you possibly can pursue, like trademark dilution or cybersquatting.

Equally, if somebody recordsdata a trademark infringement lawsuit towards you, an lawyer can equally advise you of the defenses out there. Along with asserting that there is no such thing as a infringement, you might be able to problem the validity of the opposite trademark. A trademark lawyer may be capable to keep away from litigation altogether with a settlement.

Can I Rent a Trademark Legal professional From Any State?

Sure. In issues of state legislation, attorneys might not observe legislation in a state through which they don’t have a license. Nevertheless, as a result of federal legislation governs emblems, the identical restriction doesn’t apply.

Photos, Copyrights, and You: How one can Defend Your self From Lawsuits

Copyrights present authorized safety to sure inventive works. For web site publishers, copyrights are most related with respect to the written content material and pictures used on an internet site.

With so many free photograph websites out there, it may be tempting to forego a license with a inventory photograph web site. Nevertheless, doing so places you vulnerable to authorized motion. Listed below are some frequent situations and how one can cope with them.

Your assistant uploads a copyrighted picture they discovered on Google Photos to your web site, and an lawyer for the copyright proprietor finds it and calls for $1,500 in damages.

Step one is to take away the picture. Subsequent, chances are you’ll wish to rent an lawyer to barter in your behalf. In this sort of state of affairs, neither facet desires to go to trial, so a settlement is the possible final result. Relying in your finances, it might be simpler to pay the damages and buy a license.

A vendor falsely claims that every one pictures on the web site you simply bought have been licensed from a good supplier, and also you get sued for copyright infringement.

As above, you must instantly take down the images to keep away from additional infringement. Then, you must rent an lawyer acquainted with copyright claims. If they’re unable to settle the matter out of court docket, they are going to be capable to characterize you throughout litigation. Moreover, relying on the phrases of the sale, you might be able to maintain the positioning vendor liable for damages attributable to their lie.

You obtain a inventory photograph from a “free” picture web site, solely to obtain a takedown discover or lawsuit from the photographer.

Whereas this doesn’t occur fairly often, it’s one thing to concentrate on. There are a variety of internet sites that declare to supply royalty-free pictures without charge, normally with a short attribution. Nevertheless, it’s unclear how a lot moderation websites like these have. Consequently, it is extremely simple for somebody to add a protected photograph and incorrectly classify it as royalty-free.

If you’re sued for infringement after utilizing a picture from one in every of these websites, you must take away the photograph instantly and rent an lawyer. Even in the event you suppose you could possibly deal with it your self, hiring a lawyer is probably the most applicable possibility regardless of which of the above conditions you end up in. Damages in copyright circumstances might be very massive, and it’s not well worth the threat to characterize your self.

DMCA Takedowns and How one can Struggle Again

DMCA Illustration

The Digital Millennium Copyright Act (DMCA) is a federal legislation designed to supply authorized recourse for copyright infringement within the Web Period. Below the DMCA, copyright holders can ship DMCA notices to the service supplier internet hosting the infringing content material. The DMCA “Secure Harbor” provisions shield the supplier from legal responsibility so long as they adjust to the discover by eradicating the copyrighted materials and notifying you of the infringement.

DMCA takedown notices are a great tool for web site publishers who wish to be sure their content material stays unique to their web site. In lots of circumstances, you don’t even want a lawyer to ship one so long as the discover complies with the necessities of the DMCA. Sadly, unscrupulous folks simply as usually use DMCA notices to harass different web site house owners even when there is no such thing as a infringement.

How one can Reply to a False DMCA Declare

When you obtain a DMCA takedown, you may have the choice to file a counter-notice. A counter-notice forces the service supplier to interchange the disputed content material. Counter-notices are additionally your alternative to clarify why the sender has no foundation for their DMCA declare. Some frequent defenses are:

  • No infringement,
  • No copyright possession by the sender, and
  • Truthful use.

Folks usually point out truthful use as if it’s the silver bullet answer to any copyright declare. In actuality, figuring out truthful use is complicated. Whether or not a use actually is “truthful” is very truth dependent, and regardless of what many individuals suppose, merely including materials for “remark or training” on a copyrighted work isn’t essentially sufficient to represent truthful use.

Expired Area Names & Energetic Logos

Expired domains are those who now not belong to the unique proprietor however keep a considerable hyperlink profile. When a site title expires, different publishers are free to purchase that area and level it towards a brand new handle (301 redirect) or publish content material on it instantly for most rankings impact.

Older, expired domains are a helpful useful resource for area of interest bloggers as a result of they permit web site publishers entry to websites that have already got excessive area authority, backlinks, and publicity to Google’s search algorithms.

Utilizing a Area Related to an Energetic Trademark

It is likely to be tempting to purchase an previous area that incorporates the title of a once-popular firm. Nevertheless, you could possibly be sued for utilizing a site related to an lively trademark.

When somebody registers a trademark, that registration protects them towards all makes use of of trademark, together with domains. If you are going to buy an previous area title (or a brand new one) that incorporates a registered trademark, the trademark proprietor has the appropriate to sue. That is true even in the event you arrange the present area with a 301 redirect to your new web site. Below the legislation, that is referred to as cybersquatting.

What Is Cybersquatting?

Cybersquatting happens when somebody makes use of domains of current emblems to drive visitors to an unrelated service or to promote the area to the trademark proprietor for revenue.

There are two legal guidelines that handle cybersquatting instantly: the Anti-Cybersquatting Client Safety Act (ACPA) and the Uniform Area Identify Dispute Decision Coverage (UDRP). Trademark house owners bringing a declare beneath the ACPA can search each cash damages and switch of the disputed area title, whereas the UDRP can solely award a switch of the area from cybersquatters.

Wrapping Up

It’s exhausting to overstate the significance of registering a trademark for your brand or title. Too usually, folks file an utility and leap proper in with out fascinated with trademark points. Fortuitously, it’s simple to test if a trademark already covers the title of the corporate, the area title, or a subject of promoting you need. Ideally, nonetheless, bloggers ought to make the most of an lawyer’s companies. Doing so will serve you higher in the long term towards somebody who says you don’t or can’t personal your trademark.

Creator Bio

John is the founding accomplice of John C. Laurence Law, a New York-based mental property legislation agency serving shoppers nationwide. John offers particular care to his shoppers’ wants, and his background as {an electrical} engineer offers him the real-world expertise needed to supply educated authorized help with a wide range of patent, trademark, and copyright points.