The First Sale Doctrine: When Resale is Not Infringement

The First Sale Doctrine: When Resale is Not Infringement

The First Sale Doctrine is one of the most important defenses in trademark law, particularly in the context of e-commerce and distribution disputes. Simply put, once a trademark owner sells a product, they generally exhaust their right to control the subsequent resale of that genuine product. This means that a person who buys a genuine trademarked product is free to resell it without the trademark owner's permission.

The Core Principle: Exhaustion of Rights

The doctrine prevents trademark owners from using their rights to control the distribution chain after the first authorized sale. It is a fundamental principle that promotes competition and the free flow of goods.

The Critical Exception: Material Difference

The First Sale Doctrine is not absolute. It does not apply if the resold goods are materially different from those sold by the trademark owner, or if the resale causes a likelihood of confusion. I focus on two main exceptions when defending a client's enforcement action:

1      Material Difference: If the reseller alters the product in a way that consumers would not expect (e.g., repackaging, removing warranties, changing ingredients), the resale can be considered infringement because the product is no longer the "genuine" article the trademark owner sold.

2      Quality Control: If the trademark owner has a strict quality control program and the reseller's actions (e.g., improper storage, lack of required service) compromise the quality of the product, the resale may be stopped.

Strategic Defense for Resellers

If you are a legitimate reseller accused of infringement, I use the First Sale Doctrine as your primary defense. I demonstrate that the goods are genuine, that they were acquired through legitimate channels, and that the resale does not cause consumer confusion or compromise the quality of the product.

I help legitimate resellers and distributors assert their rights under the First Sale Doctrine, ensuring they can continue their business without fear of unwarranted legal action from brand owners.

Legal Disclaimer

This article is intended for informational purposes only and does not constitute legal advice. The information provided herein is general in nature and may not apply to your specific circumstances. Trademark law is complex and constantly evolving. Therefore, you should consult with a qualified intellectual property attorney for advice tailored to your individual needs and situation. No attorney-client relationship is formed by reading this article.