It is perfectly permissible to not defend a trademark. A lawyer is not obligated, and cannot, make a trademark owner defend it. A lawyer is obligated to provide legal advice to their customers regarding their trademarks. But defending a trademark is a business decision, and the law does not require it -- you are allowed to let a trademark become generic. Lawyers should not make their customers' business decisions. Business executives should not allow their corporate lawyers to make business decisions on their behalf.
How to defend a trademark is also a business decision. Dollars to donuts says that Oracle's corporate lawyers have "defend Oracle IP" as a generic goal, and that they know that suing a big player over infringement of their JavaScript (tm) mark would be the sort of business decision that requires senior executive approval, but sending out cease&desist letters to nobodies almost certainly requires no executive approval. This is standard corporate organization and operation. But this too is how you get into PR problems, for example, and corporate lawyers don't really think about that.
Now, whether Oracle should or should not be taking these actions to defend the JavaScript (tm) mark -- I don't know. That's their business, and it's a business decision. That the law and courts don't look askance at small-scale enforcement of rapidly-becoming-generic marks is a completely separate problem for some other day. Corporate lawyers should make sure that this is what the business wants. If Oracle as a business has decided that this is what it wants, fine, and I'm ready to believe that they have, but I find it a lot easier to believe that this is just a small decision made by their legal department in something of a vacuum.
> t is perfectly permissible to not defend a trademark. A lawyer is not obligated, and cannot, make a trademark owner defend it.
When I said “defend as required by law,” I meant “defend the IP in the specific manner dictated by our laws,” not that one is obligated to defend it at all. Eg, suing people to prevent IP from becoming generic is the defense that is recognized in our legal tradition - thus, if they are to defend it, the conservative must follow this route.
Indeed, but it should still be a business decision.
It's absolutely clear that suing, say, Google, over JavaScript mark misuse would be a big deal business decision at Oracle, while sending a cease&desist letter over some piddly app in the iOS store is almost certainly not. But there is a cost to the latter, in that it destroys goodwill to be overly and unnecessarily aggressive in enforcement of a mark that arguably is now generic. This should be a business decision, not a legal one.
It is a business decision. The idea that lawyers exist in their own bubble somewhere and just launch legal missiles when they want to is false. Part of business is “protect our ownership rights,” and you’d better believe execs push the button on that aggressively.
How to defend a trademark is also a business decision. Dollars to donuts says that Oracle's corporate lawyers have "defend Oracle IP" as a generic goal, and that they know that suing a big player over infringement of their JavaScript (tm) mark would be the sort of business decision that requires senior executive approval, but sending out cease&desist letters to nobodies almost certainly requires no executive approval. This is standard corporate organization and operation. But this too is how you get into PR problems, for example, and corporate lawyers don't really think about that.
Now, whether Oracle should or should not be taking these actions to defend the JavaScript (tm) mark -- I don't know. That's their business, and it's a business decision. That the law and courts don't look askance at small-scale enforcement of rapidly-becoming-generic marks is a completely separate problem for some other day. Corporate lawyers should make sure that this is what the business wants. If Oracle as a business has decided that this is what it wants, fine, and I'm ready to believe that they have, but I find it a lot easier to believe that this is just a small decision made by their legal department in something of a vacuum.