Protecting Real Brand Names In A Virtual World
Reuters Second Life:
Fake Prada purses and knock-off Rolexes are usually sold on street corners, out of trenchcoats or the trunks of cars. But on Second Life, counterfeit goods can be found even in the swankiest malls and department stores.
It’s an issue that’s leaving bloggers and lawyers wondering how much it matters whether a fake Chanel dress is worn by a human or an avatar.
Benjamin Duranske, founder of the Second Life Bar Association and a real life lawyer, estimated there was trademark infringement in at least 1 percent of Second Life transactions – about 1.4 million per year. He noted on his blog, Virtually Blind, that a classifieds search for Gucci generates 106 hits, while Vuitton gets 39 and Nike gets the most at 186 hits. None of these companies have endorsed the virtual products.
Virtual stores that sell unauthorized Louis Vuitton purses or Ray-Ban sunglasses could sell shoddy products or otherwise misrepresent the company, which is one reason lawyers say trademark violations are an issue online as well as on the street.
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