Souza v. Exotic Island Enterprises, Inc., No. 21-2149 (2d Cir. 2023)
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Plaintiffs, a group of current and former professional models, appealed the district court’s judgment against them on a variety of claims arising from the use of their images in social media posts promoting a “gentlemen’s club” operated by Defendants. On appeal, Plaintiffs argued, among other things, that the district court misapplied this Court’s framework for evaluating the likelihood of consumer confusion in the context of a Lanham Act false endorsement claim, misconstrued Supreme Court guidance constraining the Lanham Act’s reach in the false advertising context, and applied the wrong statute of limitations to Plaintiffs’ state law right of publicity claims.
The Second Circuit affirmed. The court concluded that the district court properly granted summary judgment on Plaintiffs’ federal claims and the majority of their state law claims and permissibly declined to exercise supplemental jurisdiction over their remaining claims. The Plaintiff’s argument is foreclosed in this specific context by Electra, which held under effectively identical circumstances that the same three factors were sufficient to definitively tilt the Polaroid balance at the summary judgment stage. Further, the court held that here, there is no evidence that Plaintiffs – professional models who have brought this lawsuit precisely because they object to the suggestion that they are even associated with Defendants’ marketplace – directly compete with Defendants. The district court was, therefore, correct to grant summary judgment to Defendants on Plaintiffs’ false advertising claims. Finally, the court wrote that the district court correctly determined the majority of Plaintiffs’ right of publicity claims to be time-barred and permissibly declined to exercise supplemental jurisdiction over the remaining timely claims.
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