It is also rather imperative to note that the owners of the company put in legitimate efforts to prevent “Xerox” from being declared as generic. They made efforts since 2003. We shall find out in the course of this article that result of these efforts.
FACTS
A few rectification applications were filed seeking the removal of “XEROX” as a trademark. The applicant went as far has filing several volumes of papers including rulings of various High Courts, cause lists etc. from foreign jurisdictions and even Indian circulars to show evidence of their claim that “Xerox” has become generic. The registered proprietor on the other hand filed various evidences to show that it had arrested the genericide by preventing the inappropriate use of the word “Xerox”. They issued a number of Cease and Desist Notices to various shops and even Government Departments. The interesting turn came when the Government departments responded saying it was an “inadvertent mistake”. This shows how far the public didn’t know the background “Xerox” held. The owners of the mark held numerous campaigns in order to establish amongst the public that they hold trademark over “Xerox” and that it is not synonymous to photocopying.
ARGUMENTS PRESENTED
The applicant filed voluminous evidences to support their claims. The IPAB in fact appreciated the effort taken by the applicant as all evidences were legitimate and relevant. The applicant relied on the “Enrique Bernat FSA v. Guadalajara Inc.”, where a person wasn’t permitted to monopolise the term “Chupa”, which meant “lollipop” in Spanish. The point they stated was that since Xerox’s situation corresponds to that of “Chupa”, it must be declared as generic.
The proprietor objected to the same and stated that in no way this applied to the case as an alternative word “photocopy” was still understood and existed. Thus, failing the test of “Publici Juris”. Additionally, the respondent also proved their sincere efforts to maintain the distinguishability of the mark. They produced various responses of their Cease and Desist Notices by Government departments and Port Trusts who agreed to delete the word “XEROX” and instead include “photocopy”.
IPAB’S DECISION
The IPAB came up with interesting views with regard to the applicant’s argument which included reliance on the Enrique Bernat case. It held that this case was inapplicable on facts. The IPAB stated that “Chupa Chups” case, giving exclusivity to ‘Chupa’ or lollipop would only prevent makers of lollipop in the market from entering the market with “chupa” as name of their company or product. On the other hand in the Xerox case none of the competitors ever complained about the existence of the mark till date.
The IPAB actually accepted the arguments of the respondent regard the existing word (photocopy) and also noted that it was still used and understood separately by competitors which weighed against the arguments of the applicant.
Thus, it failed the test of “Publici Juris” which means the mark still sustains. There were 3 main points that gave Xerox a clear cut win. Firstly, the Exclusive rights of the trademark held by the Respondents (Xerox) were publicly accepted. Secondly, the mark existed on the Register for long which shows the efforts made to renew the trademarks from time to time. Lastly, the presence of the original names and its separate understanding amongst the public.
The IPAB also recognised the fact the Xerox had taken sincere efforts by using methods like “Trademark Policing”. Policing unauthorized uses of their trademark really helped their case. The background of this case gives us an interesting proposition that Genericide can be battled through trademark Policing and prevention of naked licensing. However, does it guarantee a long term solution? This question still remains unanswered. As Xerox sets an example that only constant efforts to maintain a trademark can guarantee its distinguished recognition. Additionally companies must avoid naked policing and frivolous distributors who would misuse their mark and reputation. Cease and desist notices can also help greatly. Surveys and campaigns was a unique evidence placed by Xerox which worked well in their favour.
However, there is one thing that is quite baffling. The lack of legal provisions in the entire judgement. The framework of the Trade Marks Act, 1999 was not even spoken of once. This rather leads to an uncomfortable conclusion that perhaps the IPAB (now dissolved) only perused through the voluminous evidences and forgot to consider the provisions of law. I believe the absolute grounds of refusal under Section 9 would have been discussed along with the doctrines followed by Indian jurisprudence related to trademarks. Unfortunately the IPAB didn’t consider it important to discuss these leaving room for criticism from the legal community.
Yet on a brighter note XEROX sustained its status as a registered mark. But the reality today still remains close to what it was in 2012, i.e. there still exists local shops which simply use Xerox as a synonym to photocopying. A realistic perusal of the market today would probably render “Xerox” as a generic mark.