VISA INTERN. SERVICE ASS'N v. JSL CORP.

No. 08-15206.

610 F.3d 1088 (2010)

VISA INTERNATIONAL SERVICE ASSOCIATION, Plaintiff-Appellee, v. JSL CORPORATION, Defendant-Appellant.

United States Court of Appeals, Ninth Circuit.

Filed June 28, 2010.


Attorney(s) appearing for the Case

Bradley L. Booke, Moriarity, Badaruddin & Booke, Las Vegas, NV, for the defendant-appellant.

Michael J. McCue, Lewis and Roca LLP, Las Vegas, NV, for the plaintiff-appellee.

Before: ALEX KOZINSKI, Chief Judge, J. CLIFFORD WALLACE and RICHARD R. CLIFTON, Circuit Judges.


KOZINSKI, Chief Judge:

She sells sea shells by the sea shore. That's swell, but how about Shell espresso, Tide motor oil, Apple bicycles and Playboy computers? We consider the application of anti-dilution law to trademarks that are also common English words.

Facts

Joseph Orr runs eVisa, a "multilingual education and information business that exists and operates exclusively on the Internet," at www.evisa.com. At least he did, until the district court...

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