Chapter 06 – Intentional Torts
6-13
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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
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
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
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’
of a right of publicity claim are present here. (Yes, at least as to the players’ names,
because the names were used without consent in a commercial context.) Note the
court’s apparent concern about the prospect of effectively giving rights to the players