Jim S. Adler, PC v. McNeil Consultants, LLC, No. 20-10936 (5th Cir. 2021)Annotate this Case
Plaintiffs filed suit alleging that defendants purchased trademark terms as keywords for search-engine advertising, then placed generic advertisements that confused customers as to whether the advertisements belonged to or were affiliated with plaintiffs. Plaintiffs alleged claims for trademark infringement in violation of the Lanham Act and claims under Texas law.
The Fifth Circuit reversed the district court's dismissal of the complaint for failure to state a claim, vacated the denial of leave to amend, and remanded for further proceedings. The court agreed with Southwest Recreational, Ninth Circuit precedent, and the author of a leading treatise that in the context of internet searches and search-engine advertising in particular, the critical issue is whether there is consumer confusion and that distraction is insufficient. In regard to plaintiff's trademark infringement claims, the court concluded that whether an advertisement incorporates a trademark that is visible to the consumer is a relevant but not dispositive factor in determining a likelihood of confusion in search-engine advertising cases. In this case, plaintiff's complaint contains sufficient factual matter, accepted as true, to state a Lanham Act claim that is plausible on its face.