Archive:June 9, 2023

By David J. Byer and Eric W. Lee

A unanimous U.S. Supreme Court held on June 8, 2023, that a dog toy company’s “parody” chew toy that mimics Jack Daniel’s widely recognized whiskey bottle does not escape trademark liability merely because the toy has “expressive content” or because it parodies Jack Daniel’s. Justice Kagan delivered the narrow opinion, writing that because the dog toy company, VIP Products LLC (“VIP”), used Jack Daniel’s trademarks as a designation of source for VIP’s own goods – i.e. using another’s trademark as a trademark – there is no special threshold First Amendment inquiry. The Supreme Court vacated the prior Ninth Circuit opinion that VIP’s use was protected under the First Amendment and the so-called Rogers test for “expressive” works, and remanded for consideration of whether VIP’s use is likely to cause consumer confusion. The Supreme Court expressly did not evaluate whether or how the well-known Rogers test may or may not apply in other contexts. Jack Daniel’s Properties, Inc. v. VIP Products LLC, 599 U.S. ___ (2023).