These cases illustrate significant risks for e-commerce sites. Multi Time India Mobile Number List Machine's complaint was based on a few different search results pages on Amazon that involved keywords associated with Multi Time Machine's trademarks. When India Mobile Number List searching for “mtm special ops watches” (and similar keyword searches that may be related to their brands).
Amazon showed mostly related search results. India Mobile Number List As mentioned earlier, MTM watches are not sold on Amazon - but the site has linked these keyword searches to other watches that might be considered similar. Initial confusion of interest Multi Time Machine claimed that this caused the “initial confusion of interests” (IIC), which is a controversial theory in trademark law.
IIC is a legal premise with a fuzzy definition that India Mobile Number List allows a court to conclude that an infringement has occurred when there is initial confusion on the part of a consumer about the provenance of a product before it is ultimately purchased - even if this India Mobile Number List confusion no longer exists at the point of sale. Wikipedia provides the following hypothetical example: West Coast Video competitor Blockbuster Video places a billboard on a stretch of freeway advertising West Coast Video at an upcoming exit.