Chapter 06 – Intentional Torts
f. Explain that the commercial appropriation tort helped spawn the right of publicity,
under which public figures (but not government officials or political figures) may
take legal action when their names, likenesses, or identities are caused for
commercial purposes without their consent. Note that the right of publicity’s
coverage may extend to things connected in the public mind with the plaintiff (e.g., a
famous race car driver’s equally famous car, or the “Here‘s Johnny” phrase that was
used for many years to introduce Johnny Carson on the “Tonight Show” and was held
to have been impermissibly used by a producer of portable toilets). As stated in the
text, a celebrity’s distinctive voice may be a protected identity attribute. See Midler
v. Ford Motor Co., 849 F.2d 460 (9th Cir. 1988). For a case in which a very expansive
scope was given to the identity concept, see White v. Samsung Electronics America,
Inc., 971 F.2d 1395 (9th Cir. 1992), rehearing denied and suggestion for rehearing en
banc rejected, 989 F.2d 1512 (9th Cir. 1993). Note, also, that the right of publicity is
inheritable–something that has been a financial boon to the Estate of Elvis Presley
and the estates of many other deceased celebrities.
g. There normally cannot be a right of publicity violation unless the defendant’s use of
the plaintiff’s name, likeness, or identity was commercial in nature. A
noncommercial use usually does not violate the right. Jordan v. Jewel Food Stores,
Inc., a text case discussed later herein, focuses on the often-crucial commercial vs.
noncommercial issue. This same issue can have First Amendment implications, as
Problem #11 illustrates. The C.B.C. Distribution & Marketing decision, a former text
case commented on below, also addresses the commercial vs. noncommercial
distinction and First Amendment issues.
h. Jordan v. Jewel Food Stores, Inc. (p. 210): The U.S. Court of Appeals for the
Seventh Circuit holds that a Chicago-based grocery store chain’s advertisement
congratulating former Chicago Bulls great Michael Jordan on his induction into a
basketball Hall of Fame is commercial speech, even though the advertisement does
not mention any particular item sold at the chain’s sores. Therefore, the court
concludes, Jordan’s right of publicity may have been violated.
Points for Discussion: Ask why the commercial vs. noncommercial issue is critical in
this case. (If the ad was commercial speech, Jordan may have a good right of
publicity claim. If it was noncommercial speech, Jordan’s claim would fail because
he would not be able to satisfy the requirements of a right of publicity claim and
because the First Amendment would bar such a claim.) Have the students identify
each party’s arguments. Ask why the court ruled as it did. (It regarded Jewel as
having a clear commercial motive even though the ad didn’t refer to specific products
and didn’t take the usual form a Jewel ad would take.) Note the court’s emphasis on
the prominence of the Jewel logo and the ad’s use of a variation of a Jewel slogan in
reference to Jordan. What do the students think of Jewel’s offering of congratulations
to Jordan|? Was it in significant part an attempt to bolster the image of the Jewel
stores by making them seem public-spirited, as the court appears to suggest? If so, is
that enough of a commercial motivation to make Jewel liable to Jordan? Was Jewel
effectively trying to use Jordan to help further the grocery chain’s economic
interests?
i. C.B.C. Distribution & Marketing, Inc. v. Major League Baseball Advanced Media,
L.P. (former text case; now Problem #5—see the key facts listed there): The U.S.
Court of Appeals for the Eighth Circuit holds that the First Amendment protects CBC
against right of publicity liability concerning its use of major league baseball players’
names and performance statistics in CBC’s fantasy baseball game.
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