SCC clarifies confusion analysis in Trade-mark law
Last week, the Supreme Court of Canada (SCC) released its decision in Masterpiece Inc. v. Alavida Lifestyles Inc., clarifying the application of confusion analysis under the Trademarks Act. The issue in the case was whether the trade-mark “Masterpiece Living”, proposed in 2005 and subsequently registered by Alavida Lifestyles Inc., a company in the retirement residence industry in Ontario, was confusing with similar unregistered trade-marks used by Masterpiece Inc. in the retirement residence industry in Alberta since 2001.
Applying the test for confusion outlined in Veuve Clicquot Ponsardin v. Boutiques Cliquot Ltée, the SCC stated:
Continue Reading...the question is whether, as a matter of first impression, the ‘casual consumer somewhat in a hurry’ who sees the Alavida trade-mark, when that person has no more than an imperfect recollection of any one of the Masterpiece Inc. trade-marks or trade-name, would be likely to be confused; that is, that this consumer would be likely to think that Alavida was the same source of retirement residence services as Masterpiece Inc.
