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Insurance Coverage For
Intellectual Property Torts In Cyberspace

Periodical: Mealey's
Date: July 1997
A commentary article reprinted from
the July 3, 1997 issue of Mealey’s: Emerging Insurance Disputes
The Internet (including the
World Wide Web) and commercial online services (collectively
“cyberspace”), have been widely touted as the new frontier of
commerce, communications and entertainment.
Cyberspace is also generally considered to be especially
fertile ground for generating new and difficult legal issues.
Of course, whenever there are important and unsettled legal
issues, litigation to settle those issues will inevitably follow, and
fast on the heels of that litigation will come a spate
of insurance coverage cases to determine who really pays for
the defense and indemnity costs generated by the underlying cases.
In this age of rapidly-advancing technology and rapidly-filed
lawsuits, there will be little “lag time” between the initiation
of legal actions over rights in cyberspace and the tender of claims
for insurance coverage for potential liabilities in cyberspace. 1
Moreover, the online world
creates the potential for risks which may not be faced so frequently
or at all in real world situations, much of this due to the relative
ease and low expense of establishing an online presence.
Although this low entry cost creates exciting new
opportunities for entrepreneurs, it also exposes them to unexpected
risks: the author striving unsuccessfully to have his stories
published may convert the same computer he uses for word processing to
the task of publishing his works on the Internet, but only at the cost
of increased exposure to liability for copyright infringement and
defamation
Insurers and policyholders
therefore cannot afford merely to await the inevitable flood of
litigation in the area of cyberspace law before preparing to address
the insurance coverage issues that are likely to arise in this area.
In the context of cyberspace, the majority of
controversies are, not surprisingly, in the areas of intellectual
property law especially copyright and trademark and the dignitary
torts of defamation and invasion of privacy.
Accordingly, therefore, the majority of cyberspace
coverage cases are likely to arise in the familiar area of advertising
injury coverage.2
This article will discuss the
law of advertising injury insurance coverage as that law is likely to
be applied in the context of online intellectual property torts.
The next section
of the article will briefly review the law of copyright, trademark and
patent infringement.
The third section will briefly outline the fundamentals
of advertising injury coverage, including whether the particular torts
at issue constitute “enumerated offenses” subject to advertising
injury coverage and will also consider other issues likely to arise as
courts, policyholders and carriers attempt to determine whether
coverage exists for cybertorts.
I.
The Emerging Law Of Online Intellectual Property Torts
As one might expect, given that
cyberspace is a medium for transmission of information, a substantial
number of disputes respecting online activities have to date been
concerned with the areas of intellectual property, i.e.
trademark and copyright infringement.3
Moreover, although one should not suppose that future
cyberspace disputes will be limited to such controversies, these,
along with the torts of defamation and invasion of privacy, appear to
be the only types of disputes which would even arguably raise the
issue of potential insurance coverage under CGL policies.4
Accordingly, the following brief overview of cybertort case law
is restricted to these areas.
A.
Copyright Infringement Online
The United States Copyright Act
authorizes protection of “original5
works of authorship fixed6
in any tangible medium of expression.”7
Such protection does not extend to the “ideas” or facts
contained in a work, but rather only to the particular original
“expression” of ideas or facts embodied in the work.8
Copyright law protects eight categories of works: literary
(including software programs); musical (including lyrics); dramatic
(including any accompanying music); pantomimes and choreographic
works; pictorial, graphic and sculptural works; motion pictures and
other audiovisual works; sound recordings;9
and architectural works,10
and, subject to certain exceptions,11
precludes any person from reproducing, adapting, and publicly
distributing, performing, or displaying such works without permission
of the copyright holder.12
Liability for copyright
infringement may be either (1) direct, (2) contributory, or (3)
vicarious.
A person directly infringes another’s copyright by
either reproducing, adapting, publicly distributing, performing, or
displaying, or importing a copyrighted work.13
Direct infringement is a strict liability tort: the infringer
need not have any knowledge of infringement or intent to infringe.14
A contributory infringer is one who, with knowledge,
substantially assists in the infringing activity.15
Vicarious liability for copyright infringement exists as to any
person who has the right and ability to control the infringer and
receives a direct financial benefit from the infringement.16
A plaintiff may prove infringement by demonstrating (1)
ownership of the copyright at issue; and (2) copying by the defendant.17
Copying may be proven by showing that defendant had access to
the copyrighted work, that the allegedly infringing work is
“substantially similar” to the copyrighted work, and that one of
the enumerated rights conferred by the Copyright Act has been
implicated by the defendant’s actions.18
Remedies for copyright infringement include both damages and
injunctive relief.19
Because words, pictures and
music can be easily, cheaply and anonymously copied and transmitted
through cyberspace, online violation of copyright is quite likely
fairly common.
Cases to date have involved asserted violations of
copyright in a diverse body of works, including Playboy™
centerfolds,20
religious texts,21
computer software (specifically, video games),22
online catalogs23
and sound recordings.24
It would appear inevitable that every category of copyrightable
work other than architectural or sculptural works will ultimately be
digitizable and ready for transmission online.
B.
Trademark And Unfair Competition Online
There already are several
reported online trademark cases, whose number will inevitably increase
with the passage of time.25
The Lanham Act26 is currently the most
widely used mechanism for the protection of trade or service marks,
trade names and trade dress.27
Section 32(1) of the Act prohibits the unauthorized commercial use of
a federally registered mark28
in connection with the sale, offer for sale, distribution or
advertisements of goods or services, if likely to cause confusion,
mistake or to deceive.29
Section 43(a) of the Act prohibits (1) the use in commerce of
any mark (whether or not federally registered) if such use is likely
to cause confusion as to the source, sponsorship or affiliation of the
goods or services in question; and (2) any false or misleading
statement in commercial advertising that misrepresents the nature or
attributes of the goods or services advertised, or of competitive
goods or services.30
Successful plaintiffs are entitled to injunctive relief and/or
damages (including treble damages, costs and attorneys’ fees) with
one significant exception: under certain circumstances, Section
32(2)(c) of the Act prohibits granting injunctive relief against
publishers of “newspaper[s], magazine[s], or other similar
periodical or an electronic communication containing
infringing material or violating matter.”31
(Emphasis added.)
Traditional Lanham Act remedies
are not, however, the only protections available to those whose marks
have been improperly used.
The federal government recently added statutory
protection against “dilution” of trademarks,32 entitling a successful
plaintiff to equitable relief and, if the dilution was “willful,”
monetary damages.33
State trademark laws provide similar protections and are
commonly added as a pendent cause of action to claims brought under
the Lanham Act.
Finally, although common law “unfair competition,”
or “palming off,” does not involve infringement of a trademark, it
addresses similar problems of customer confusion, the essence of the
tort being “the sale of the goods of one manufacturer or vendor for
those of another.”34
C.
Patent Infringement Online
A “process, machine,
manufacture or composition of matter” may be patented if it is
“new and useful”35 and “non-obvious” in
light of “prior art.”36
However, certain advances have been held not to be patentable,
regardless of how new, useful or non-obvious they may be: typical
examples are abstract mathematical algorithms37
and methods of doing business.38
However, some unpatentable subject matter, such as mathematical
formulas, may be protected if they are incorporated within an
invention that is as a whole patentable.
Thus, in Diamond v.
Diehr,39
the United States Supreme Court held that a process for curing rubber
was patentable subject matter notwithstanding that one critical
element of the process was a computer using a (presumptively
unpatentable) equation,40
thus suggesting the potential availability of patent protection for
software.
Since then, the United States Patent Office has granted
thousands of software-related patents,41
and lower courts have rendered decisions arguably consistent with the
notion that software is, at least in some circumstances, patentable
matter.42
The Patent Law imposes liability
for direct patent infringement upon one who “makes, uses, offers to
sell or sells” an infringing product.43
A person may be liable for contributory infringement if he
knowingly sells an infringing item which is not “a staple article or
commodity of commerce suitable for substantial noninfringing use,”44
and may also be liable for actively inducing infringement.45
Although there have been no reported cases to date involving
allegations of patent infringement as the result of activities in
cyberspace, the possibility for online patent infringement claims may
arise from several sources.
First, depending on how the term “offer to sell” is
interpreted by courts, online marketing activities may create the
potential for direct infringement liability.46
Second, if courts become more receptive to the notion that
software may in some situations be patentable, the online electronic
transmission and copying of software may someday be considered
actionable direct infringement.
Finally, liability for contributory infringement or
inducement to infringe may conceivably exist by virtue of online
activities.
II.
Advertising Injury Coverage Issues
The coverage provision which
policyholders are most likely to rely on in seeking coverage for
cyberspace torts is the “advertising injury” coverage provided by
most CGL policies.47
Over the past decade or so, policyholders have sought coverage
under these provisions for torts as diverse as copyright, trademark
and patent infringement, RICO and antitrust claims, securities
violations and various types of consumer fraud.
Although courts have generally rejected policyholders’
more ambitious and creative efforts to find coverage in the areas of
business torts and patent infringement, which are not enumerated as
covered offenses in the policy language, coverage has often been
extended for specifically enumerated advertising injury offenses,
provided that the policyholder can demonstrate that such offenses were
committed during the policy period and that its alleged liability
arose in the course of “advertising activities” as defined in the
policy language.
A.
Policy Language
1.
Coverage Grant
Advertising injury coverage was
first introduced as part of the 1981 broad form endorsement to the
1973 Insurance Services Office (“ISO”) CGL policy form.
This initial incarnation of advertising injury coverage
stated that:
The company will pay
on behalf of the insured all sums which the insured shall become
legally obligated to pay as damages because of Personal Injury or
Advertising Injury to which this insurance applies.
The 1981 broad form language
defined “Advertising Injury” to mean:
Injury arising out
of an offense committed during the policy period occurring in the
course of the named insured’s advertising activities, if the injury
arises out of libel, slander, defamation, violation of right of
privacy, piracy, unfair competition or infringement of copyright,
title or slogan.
In 1986, ISO amended its CGL
policy to include advertising injury coverage (as well as personal
injury coverage) part of Coverage Part B.
In addition, ISO changed the definition of
“Advertising Injury” so as to eliminate three of the 1973
enumerated offenses-defamation, piracy and unfair competition.
The 1986 policy states that:
b.
This insurance applies to:
(2)
“Advertising injury” caused by an offense committed in the
course of advertising your goods, products or services; . . . .
1.
“Advertising Injury” means injury arising out of one
or more of the following offenses:
a.
Oral or written publication of material that slanders or
libels a person or organization or disparages a person’s or
organization’s goods, products or services;
b.
Oral or written publication of material that violates a
person’s right of privacy;
c.
Misappropriation of advertising ideas or style of doing
business; or
d.
Infringement of copyright, title or slogan.
Because advertising injury
coverage is offense-based, rather than occurrence-based, there are
likely to be few, if any, “long tail” advertising injury claims
lurking about. Inevitably,
then, the importance of the 1973 policy language has diminished and
will continue to fade over time.
The significance of the language has not, however, vanished,
both because many of the decisions on advertising injury coverage
interpret the 1973 language and because some carriers continue to use
the 1973 language in some of their policies.
2.
Exclusions
CGL
policies generally exclude coverage for:
“Personal
injury” or “advertising injury”:
(1)
Arising out of oral or written publication of material, if done
by or at the direction of the insured with knowledge of its falsity;
(2)
Arising out of oral or written publication of material whose
first publication took place before the beginning of the policy
period;
(3)
Arising out of the willful violation of a penal statute or
ordinance committed by or with the consent of the insured; or
(4)
For which the insured has assumed liability in a contract or
agreement. This exclusion
does not apply to liability for damages that the insured would have in
the absence of the contract or agreement.
*
* *
“Advertising
injury” arising out of:
(1)
Breach of contract, other than misappropriation of advertising
ideas under an implied contract;
(2)
The failure of goods, products or services to conform with
advertised quality or performance;
(3)
The wrong description of the price of goods, products or
services; or
(4)
An offense committed by an insured whose business is
advertising, broadcasting, publishing or telecasting.
B.
Advertising Injury Coverage Online
The most controversial issues
litigated in the area of advertising injury coverage have been: (1)
what kinds of torts are embraced within the enumerated offenses of
advertising injury coverage; (2) what, precisely, constitutes
“advertising”; (3) what causal connection to advertising is
necessary for an offense to have been committed “in the course of”
advertising activities; and (4) whether coverage is barred by any
exclusion.
These issues will be examined in turn with an emphasis
on how they might be applied in the online context.
1.
Enumerated Offenses
Perhaps the greatest controversies in the
area of advertising injury law to date have involved determining
whether particular torts fall within the ambit of the covered offenses
enumerated in the advertising injury definition.
Policyholders have frequently argued, with only minimal
success, that numerous torts not specifically listed in the definition
of advertising injury are in fact embraced within the coverage.
The following discussion of the issues raised by these
attempts to expand coverage beyond the express terms of the policies
is organized according to the underlying torts for which coverage has
been claimed rather than by the specific enumerated offenses listed in
the policy language.
Moreover, the status of certain types of claims as
enumerated offenses is usually non-controversial because such claims
are specifically identified in the policy language - e.g.,
copyright infringement, libel, slander and defamation.48
Such claims are not treated by the discussion below, which
concentrates on the more hotly contested coverage claims.49
a.
Patent Infringement
Policyholders have frequently,
and almost always unsuccessfully, attempted to obtain coverage for
suits alleging that they have infringed a third party’s patents.
Courts have for the most part rejected these efforts,
with a majority holding that patent infringement is not an enumerated
offense.50
Specifically, most courts have ruled that “patent
infringement” does not fall within the advertising injury offenses
of “piracy,” ‘`unfair competition,” “misappropriation of
advertising ideas or style of doing business” or “infringement of
title.” As one court put it in an oft-quoted passage:
“It is nonsense to
suppose that if the parties had intended the insurance policy in
question to cover patent infringement claims, the policy would
explicitly cover infringements of ‘copyright, title or slogan’ but
then include patent infringement, sub silentio, in a
different provision, by reference to ‘unauthorized taking of .
. .
[the] style of doing business.’”51
This view has been adopted by a
wide majority of courts.52
By contrast, only a scattering of cases have accepted
policyholders’ arguments that patent infringement falls within an
enumerated offense.53
b. Trademark
Infringement
The issue of whether trademark
infringement is an enumerated offense under a particular policy must
be considered in light of the precise language of the agreement.
The 1981 Broad Form Endorsement contained a provision
specifically excluding “advertising injury arising out of .
. .
Infringement of trademark, service mark or trade name,
other than titles or slogans, by use thereof on or in connection with
goods, products or services sold, offered for sale or advertised.”
This exclusion was deleted from the 1986 ISO policy form, which
added the enumerated offense of misappropriation of advertising ideas
or style of doing business.
The specific exclusion for
trademark infringement under the 1981 Broad Form language has been
given effect by courts.54
However, the courts are split on whether trademark infringement
is covered under the 1986 policy language.
Some courts have found trademark infringement to fall
under the offense of misappropriation of advertising ideas or style of
doing business,”55
or under the “infringement of .
. .
title or slogan” offense, at least where the claim of
infringement was in fact based on the allegedly illegal use of an
actual slogan or title.56
Other courts have criticized such decisions and denied coverage
for trademark claims.57
Finally, both insurers and policyholders should note that
claims under the anti-dilution statute, 15 U.S.C.
§ 1125(c)(2), provide for damages only if the conduct was
willful, which may independently preclude coverage for such claims
under statutes such as California Insurance Code § 533 or under the
applicable policy language.
c.
Conclusion
Any analysis of whether a
particular cybertort qualifies as an advertising injury “enumerated
offense” must take into account (1) the specific policy language to
be applied, including whether the policy at issue uses the 1973, 1981
or 1986 standard ISO language or some manuscript variant thereof, and
(2) the applicable law respecting coverage for the particular tort[s]
alleged under the policy language in question.
2.
What is ‘Advertising?’
Advertising injury coverage
grants provide coverage only for those enumerated offenses which occur
“in the course of the named insured’s advertising activities.”58
The great majority of cases analyzing the proper meaning of the
term “advertising” or “advertising activities” have focused on
the scope or extent of the activities in question.
Thus, the question of interpreting “advertising” has
most frequently arisen in cases where the insured has solicited
business from only a limited number of persons, or has solicited
business by means not typically considered “advertising,” such as
in person solicitation.
A number of cases support the insurers’ argument that
the term “advertising” refers only to the widespread dissemination
of information to the general public for monetary gain.[lix]
Policyholders, by contrast, rely on cases interpreting the term
broadly.60
The issues involved in
determining what constitutes “advertising activities” online
promise to differ, perhaps considerably, from those raised in the
off-line context.
To some extent, there may still be controversies over
whether an insured’s solicitation of business is widespread enough
to qualify as “advertising.” On the one hand, since any posting to a BBS or any material
maintained on a Website is potentially accessible to anyone in the
world with Internet access, it is probable that courts will equate
such online communication to traditional means of broadcasting such as
radio or television and find that widespread transmission has occurred.
However,
the picture is less clear with respect to other forms of online
communication such as E-mail or online chat rooms.
For example, although E-mail
potentially could, unless encrypted, be accessed by persons aside from
the addressee, the Electronic Communications Privacy Act61
has imbued public E-mail communications with the same expectation of
privacy as first class mail.
Accordingly, in those jurisdictions which construe
“advertising” to require dissemination of information to the
general public, E-mail solicitation of one or only a few persons may
not constitute advertising activity.
Similarly, statements made to only a few persons in an
online chat room may address too limited an audience to constitute
“advertising” in some jurisdictions.
A difficult issue likely to
arise more often in the online context than off-line is whether an
online posting or transmission is “commercial” enough to qualify
as “advertising.” Many
Websites created by businesses are, of course, replete with
invitations to purchase the company’s products and/or services,
solicitations which inarguably would constitute advertising.
However, there are many conceivable commercial uses of
cyberspace which could not so easily be categorized.
For example, suppose that Joe,
the proprietor and head chef of Joe’s Famous Fish House, establishes
a Website on which he answers questions about seafood cooking and
posts many of the recipes which have justly made the Fish House famous.
Joe does not actively solicit business on the site,
although the site does identify Joe as proprietor of the Fish House
and identify the city in which the Fish House is located.
If Joe arguably commits an advertising injury enumerated
offense during his Website-related activities (as by infringing
another’s copyright, title or slogan), is his activity in
maintaining the Website “advertising?”
Joe and other policyholders
obviously will argue that the answer should be “yes,” holding that
some visitors to the site, impressed by Joe’s knowledge of cooking
techniques and tantalized by his mouth-watering descriptions of his
specialties, will undoubtedly visit the Fish House next time they are
in town.
Accordingly, insureds will maintain that operating the
site constitutes advertising activity because some economic benefit
may accrue to Joe as a tangential result thereof.
By contrast, insurers can be
expected to assert that advertising injury coverage under CGL policies
was not intended, and could not reasonably be interpreted, to extend
coverage for any activity whatsoever which places the insured in the
public eye and thus increases the likelihood of sales, but only for
communications which actively solicit business.62
This is especially so, it would seem, when the activity in
question can most reasonably seen as the actual provision of a good or
service.
Thus, the mere fact that a person who reads and enjoys a
Robert Ludlum novel is as a consequence more likely to purchase
another Robert Ludlum novel does not transform those novels into
“advertisements,” any more than the fact that an attorney’s
client and others are sufficiently impressed with his legal services
to engage him on other matters transforms every act done by the
attorney in the course of the representation into “advertising
activity.”
Although it cannot be foreseen
with any clarity how these competing arguments will be resolved,
several factors would appear relevant to the issue of whether a
particular online transmission of data constitutes “advertising”
for coverage purposes.
Most importantly, one should examine whether the
tortious online acts in question are geared towards inducing the
purchase or use of goods or services separate and apart from the data
being accessed.
Thus, a website devoted to promoting a recently-released
or about to be released movie should qualify as online “advertising
activity,” because its purpose is to induce site visitors to see the
movie.
By contrast, online activity
which functions as a transfer of a good or service or does not seek to
entice cyberspace users to use or purchase some other good or service
should not be considered advertising.
For example, in Sega Enterprises, Ltd.
v. MAPHIA,63
the offending activity consisted of the defendant BBS operators
allowing users to download plaintiff’s copyrighted video games.64
In such a case, the offending activity is most reasonably
characterized as a sale or transfer of a product (the copyrighted
software) rather than as an “advertisement” for that product.
Obviously, a court determining
whether online activity constitutes “advertising” should also
consider whether access to the data in question is provided only upon
payment of a charge.
Thus, the fact that a defendant required consideration
for the privilege of downloading plaintiff’s copyrighted material
should suffice to disqualify such downloading from being
“advertising activity.”65
However, this factor is not conclusive: the provision of
illicit software or other material should not qualify as advertising
even if done gratis.
It should also be noted that
some online activities may include both advertising and
non-advertising elements.
Thus, a Website will typically include a “home page”
which introduces the visitor to the site and provides “click”
access to the remaining areas on the site.
To the extent the Website is devoted to the online
provision of goods and/or services, such home pages (or other pages or
portions of pages) may contain written or graphical material
describing or illustrating the wares to be found at the site and
inviting the visitor (sometimes for a fee) to click for further access
to those products or services.
In such a scenario the home page may well constitute
“advertising,” while the remainder of the site (where the actual
goods and services are sold or otherwise transferred) may not.
Under these circumstances, if a copyright dispute arose,
coverage would be implicated (absent other defenses) only if the
allegedly infringing material were on the home page - the
“advertising” segment of the Website.
3.
Causation Issues
Even assuming the “enumerated
offense” requirement has been satisfied and that the insured’s
activities in question constitute “advertising,” insureds must
still establish that the offense in question occurred “in the
course” of such advertising in order to gain coverage under
advertising injury provisions.
The seminal case on this issue
is the California Supreme Court’s decision in Bank of the West
v. Superior
Court,66
in which the Court found for the insurer on several grounds, including
the above-mentioned rejection of “unfair competition” as an
enumerated offense.67
In addition to this, however, the Court also specifically held
that for advertising injury coverage to apply, the injury to the
plaintiffs must have a direct causal connection with the advertising
activities of the insured.
The Court rejected the insured’s argument that
“there is coverage if any connection, however remote, exists between
the Bank’s advertisements and the lending practices that harmed the
[underlying] plaintiffs even if the advertisements themselves did not
cause the harm.”68
Rather, the court stated that “advertising injury” must
have a causal connection with the insured’s “advertising
activities” before there can be coverage69
and made clear that the mere fact that a business advertised goods or
services was insufficient to satisfy this causation requirement, even
if it were alleged that those advertisements falsely or misleadingly
described the product or service at issue.70
The causation requirement
enunciated in Bank of the West has been followed, almost
without exception, by other courts considering the applicability of
advertising injury coverage.
Thus,
numerous decisions have denied coverage on the ground that the
injury in question could not have occurred in the course of the
insured’s advertising activities.71
Moreover, even decisions which have extended coverage have
expressly found that the Bank of the West causation
requirement had been satisfied.72
Accordingly, to establish coverage, policyholders must be
prepared to demonstrate, both legally and factually, that it is some
aspect of the advertising itself, and not some
subsequent though arguably related activity such as a sale of the
advertised goods, that gives rise to the injury complained of.
This has been held to mean that
the enumerated offense in question must be committed in the very
advertisement itself.73
Thus, if the offense under which coverage were sought were
copyright infringement, the insured, to invoke coverage, must point to
some element of the advertisement itself which allegedly infringed
another’s copyright.
It would be insufficient merely to claim that the
advertisement wrongly held out for sale copyrighted products if the
advertisement itself were devoid of any copyrighted material.
This distinction should apply
with equal force in the online context.
For example, if a Website simply illicitly makes
copyrighted material available to be downloaded for a fee, such
activities should not be considered “advertising,” and no coverage
should exist.
However, suppose the copyrighted material in question
were available on a Website which contained “advertising.”
If that advertising contained no unauthorized copyrighted
materials, there clearly could be no potential for coverage,
notwithstanding that such materials were available for downloading
elsewhere on the site.
4.
Exclusions
CGL policies typically contain
numerous exclusions to advertising injury coverage which, depending on
the facts of a particular case, may preclude coverage.
These include exclusions for the knowing publication of
false material,74
for injury arising out of the oral or written publication of material
whose first publication occurred prior to the policy period,75
for injury arising out of willful violation of a penal statute or
ordinance,76
and for liability assumed under contract.77
Analysis of the applicability of such exclusions is fact-driven
and generally requires consultation with experienced legal counsel.
One exclusion which could apply,
and should thus be considered, in nearly all online tort situations is
the exclusion of advertising injury coverage for injury arising out of
“an offense committed by an insured whose business is advertising,
broadcasting, publishing or telecasting.”78
This provision would appear clearly to preclude advertising
injury coverage for most OSPs, whose online activities should qualify
as “advertising, broadcasting, publishing or telecasting.”
Moreover, the fact that an insured is in engaged in business
operations other than providing online service should not affect this
analysis, so long as the injury in question is alleged to have
occurred in the course of the insured’s provision of online services.
Thus, the fact that a company
such as Microsoft engages in commercial operations other than
operating an OSP should not alter the conclusion that it is in the
“business” of “advertising, broadcasting, publishing or
telecasting.” Obviously,
the more limited an insured’s online activities are, the more likely
it should not be regarded as engaged in such a business.
However, the applicability of the exclusion should not
depend solely on whether a policyholder’s advertising, broadcasting,
publishing or telecasting activities comprise any particular
percentage of its total commercial activities, although this may in
some cases be relevant.
Rather, any determination would depend on the specific
facts presented in a particular case.
III.
Conclusion
Inevitably, more and more
coverage disputes over claims arising in cyberspace will arise over
the coming years.
As noted above, while many issues raised by such claims
are likely to draw upon, and perhaps be decided by, the large body of
advertising injury case law to date, the peculiar properties of online
tort disputes may raise entirely new coverage issues, or impart a new
“spin” to issues which corporate risk managers and insurance
claims personnel had considered relatively well-settled.
Both insurance carriers and policyholders must therefore
carefully analyze their applicable policy language in light of the
facts of any case before making a coverage determination in this new
and expanding area of law.
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1
Indeed, at least one lawsuit seeking coverage for a
cyberspace domain name dispute has been filed in the Central
District of California. See
Juris Inc. v. Hartford Fire Ins.
Co., United States District Court Case No. 96-7189 JGD (Cwx) (C.D.
Cal. Oct.
11, 1996).
2
Some insureds conducting business in cyberspace, most
particularly online service providers (“OSPs”), entertainment
related industries, and publishers, will likely be insured under
specialized policies specifically designed to address many of the
issues arising in the course of their particular businesses. Discussion
of such policies is beyond the scope of this article.
3
Defamation has been another type of dispute arising
frequently online. See,
e.g., Cubby, Inc. v. CompuServe, Inc., 776 F.
Supp.
135 (S.D.N.Y. 1991) and Stratton Oakmont v.
Prodigy Services Co., 23 Media L. Rep. (BNA) 1794 (N.Y.
Sup.
May 25, 1995). Although this
article does not specifically address coverage for online
defamation, many of the principles and authorities discussed
herein may be applicable in that context.
4
As the use of cyberspace for commercial purposes becomes
more and more commonplace, disputes inevitably will arise over
contracts entered into online. See
generally., McKenzie, “COMMERCE ON THE NET: SURFING
THROUGH CYBERSPACE WITHOUT GETTING WET,” 14 J. Marshall J.
Computer & Info. Law 247 (1996). However,
CGL policies do not provide coverage for breaches of contract.
5
The prerequisite of “originality” in fact requires
precious little originality, no artistic merit and, in contrast to
patent law, no novelty.” Feist
Publications, Inc. v.
Rural Tel.
Serv.
Co., Inc., 499 U.S. 340, 345, 111 S.Ct. 1282, 113
L.Ed.2d 358 (1991).
6
There appears to be little controversy over whether any
information sufficiently permanent to be transmitted online is
“fixed” for copyright purposes. Courts
have held that loading information into a computer’s random
access memory ( RAM”) constitutes a “copy” which implicates
the reproduction right granted copyright holders under §106 of
the Act and, a fortiori, the original work from
which the copy was made would of necessity be sufficiently fixed
to qualify for copyright protection. See,
e.g., MAI Sys. Corp.
v.
Peak Computer, Inc., 991 F.2d 511, 518-19 (9th Cir.
1993) cert. denied 510 U.S. 1033, 114 S.Ct.
671 (1994); Vault Corp. v. Quaid Software, Ltd., 847 F.2d
255, 260 (5th Cir. 1988). However,
the House Report on the 1976 Copyright Act stated that the
definition of ‘fixation’ would exclude from the concept purely
evanescent or transitory reproductions such as those . .
. captured
momentarily in the ‘memory’ of a computer.”
H.R. Rep. No. 1476, 94th Cong., 2d Sess.
53 (1976), reprinted in 1976 U.S. Code Cong.
& Admin.
News 5659.
Nonetheless, copyrighted photographs, novels,
stories, paintings, musical pieces and other works which are
digitized and transmitted online have been held to be sufficiently
“fixed” to be protected under copyright law. Sega
Enters., Ltd. v.
MAPHIA, 948 F. Supp.
923, 931-32 (ND. Cal. 1996). For
purposes of this article, it will be assumed that any work capable
of being downloaded onto a computer’s RAM is “fixed” within
the meaning of 17 U.S.C.
§ 102
7
17 U.S.C. § 102(a).
specifically, the Copyright Act protects original works
“fixed in any tangible medium of expression, now known or later
developed, from which they can be perceived, reproduced, or
otherwise communicated, either directly or with the aid of a
machine or device.” Id.
8
17 U.S.C. § 102(b)(“In no case does
copyright protection for an original work of authorship extend to
any idea”).
See also M.
Nimmer & D. Nimmer, NIMMER ON COPYRIGHT § 2.03(D)
(1996) and cases cited therein.
9
The Copyright Act distinguishes between “copies” of
works and “phonorecords.”
17 U.S.C. § 101. For
simplicity’s sake, both “copies” and “phonorecords” will
hereinafter occasionally be referred to in this article as
“copies” of copyrighted works.
11
These include: (1) the fair use doctrine embodied in 17
U.S.C. § 107, which allows limited use of
copyrighted works for certain-generally non-commercial-purposes
(such as for criticism, comment, academic use, news reporting or
research), where such uses will not have any substantial adverse
effect on the copyright holder’s rights; and (2) the “first
sale” doctrine embodied in 17 U.S.C.
§ 109, which allows the owner of a lawfully made copy
or phonorecord to sell or (with certain limitations) otherwise
dispose of the copy or phonorecord without facing liability (in
essence treating the legitimately acquired work like any other
piece of personal property). There
is some doubt as to whether or how the first sale doctrine could
be applied in the online context, where an owner’s
“disposal” of a digitized work to another person would
necessarily involve at least the temporary existence of two copies
of the work (one on each computer), thus violating the copyright
holder’s exclusive right to reproduce the work. For
a general discussion of the first sale doctrine in the context of
new media, see Kamarck, The First Sale
Doctrine and Evolving Technologies, MULTIMEDIA L. REP.
May, 1996, at 1.
15
Fonovisa, Inc.
v.
Cherry Auction, Inc., 76 F.3d 259, 264 (9th Cir.
1996); Gershwin Publishing Corp. v.
Columbia Artists Management, Inc. 443 F.2d 1159, 1162 (92d Cir.
1971).
16
Shapiro Bernstein & Co.
Inc.
v. H.
L. Green Co., Inc., 316 F.2d 304 (2d. Cir. 1963).
17
Feist Publications, Inc.
v.
Rural Tel Serv. Co., Inc., 499 U.S.
340, 345, 111 S.Ct. 1282, 113 L.Ed.2d 358 (1991).
18
Playboy Enters., Inc.
v.
Frena, 839 F. Supp.
1552, 1556 (M.D. Fla. 1993).
20
Playboy Enters., Inc.
v.
Frena, 839 F. Supp.
1552 (M.D.
Fla. 1993).
21
Religious Technology Ctr.
v. Netcom Online Communications Servs., Inc., 907
F. Supp. 1361 (N.D.
Cal.
1995); Religious Technology Ctr. v.
Lerma, 1996 U.S. Dist. LEXIS 15454; 40 U.S.P.Q.2d (BNA) 1569, 24
Media L. Rep. 2473 (E.D. Va. Oct.
4, 1996) (plaintiff entitled to summary judgment on claim
of copyright infringement where defendant published on the
Internet texts considered sacred by the Church of Scientology).
22
Sega Enters., Ltd.
v.
MAPHIA, 857 F.
Supp. 679 (N.D. Cal. 1994), as modified, 948 F.
Supp.
923 (N.D. Cal. 1996).
23
The Scientist, Inc.
v.
Lindsey, 1996 U.S. Dist. LEXIS 7099 (E.D.
Pa., May 22, 1996) (plaintiff claims defendants violated
its copyright in guide to scientific products by publication of
Internet newsletter; cross-motions for summary judgment denied
because genuine issue of fact exists as to originality).
24
Frank Music Corp.
v.
CompuServe, Inc., Case No. 93 Civ. 8153 (JFK) in the United States
District Court for the Southern District of New York.
25
See, e.g., MTV Networks v. Curry, 867 F. Supp. 202 (S.D.N.Y.
1994)(former MTV host used domain name “MTV.COM”); Comp
Examiner Agency Inc. v. Juris Inc., 1996 U.S. Dist. LEXIS
20259, No. 96-CV-0213-WMB (C.D. Cal. April 26, 1996) (court issues
injunction precluding legal publishing firm from using domain name
“JURIS.COM,” as it would likely cause confusion with
registered trademark for legal software); Sega Enters., Ltd.
v. MAPHIA, 857 F. Supp. 679 (N.D. Cal. 1994)
(defendants’ bulletin board service devoted to unauthorized
distribution of plaintiffs’ video games also displayed
plaintiffs’ federally registered trademark); and Playboy
Enters., Inc. v. Frena, 839 F. Supp. 1552 (M.D. Fla.
1993)(court granted summary judgment under Lanham Act where
defendant (a) used the marks PLAYBOYTM
and PLAYMATETM to
identify files containing plaintiff’s copyrighted photographs,
and (b) placed his own name, BBS name and telephone number on the
photographs).
26
15 U.S.C. §§ 1051-1127.
27
Many disputes relating to online trademark use have arisen
in the context of registration of domain names, which serve the
same function online as addresses or telephone numbers do offline.
Because domain names were initially assigned in the United
States on a first-come, first-served basis, many persons were able
to register domain names containing or consisting of trademarks or
corporate identifiers. Thus,
although a cyberspace user seeking online information about
McDonald’s™ hamburgers would be likely to visit a World Wide
Web site with the domain name “MCDONALD’S.COM,” the name was
at one point owned not by the fast-food chain, but by a cyberspace
journalist who had registered the domain name.
See Quittner, “Billions Registered,”
WIRED, p. 50 (Oct. 7, 1994). See also Quittner, “Making a Name on the
Internet”,: NEWSDAY, at A4 (Oct. 7, 1994).
Similarly, the domain name “MTV.COM” was at one point
registered to a former MTV host, who used the address for a music
industry Website. MTV
Networks v. Curry, 867 F. Supp. 202 (S.D.N.Y. 1994).
See also Comp Examiner Agency Inc. v. Juris Inc.,
1996 U.S. Dist. LEXIS 20259, No. 96-CV-0213-WMB (C.D. Cal. April
26, 1996)(court issues injunction precluding legal publishing firm
form using domain name “JURIS.COM,” as it would likely cause
confusion with registered trademark for legal software).
28
“Mark” is defined to include any trade or service
marks, trade names and trade dress.
29
15 U.S.C. § 1114(1)(a).
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