WASHINGTON (AP) – Congress moved Monday to improve trademark protection in legislation that had its origins in a dispute between a famous lingerie retailer and an adult novelty store. The legislation, approved by voice vote in the House and sent to the president for his signature, makes it easier for the owner of a well-known trademark to take legal action against imitations that could impair its distinctiveness or undermine its reputation.

Congress turned to the issue after the Supreme Court in 2003 ruled against lingerie giant Victoria’s Secret, which filed trade infringement and dilution claims against an Elizabethtown, Ky., adult novelty shop originally named Victor’s Secret. The court ruled that trademark law required the trademark’s owner to prove that the knockoff had caused it actual dilution, or harm, rather than the likelihood of injury.

The ruling was contrary to Congress’ intent when it passed trademark legislation in 1995, said Rep. Lamar Smith, R-Texas, sponsor of the bill. “Diluting needs to be stopped at the outset,” he said. “Once it occurs, the good will of a mark cannot be restored.”

The measure makes clear that the owner of a famous mark, one that is widely recognized by the general consuming public, can seek injunction against someone who makes use of an identical or similar mark that is likely to cause dilution by blurring its distinctiveness or tarnishing its image.

The legislation originally passed the House last year and was amended by the Senate earlier this year. The final version lets the owner of a famous mark to seek damages and other additional remedies if the imitator willfully intended to trade on the recognition of the famous mark or harm its reputation.

To protect First Amendment rights, the bill exempts the use of trademarks for noncommercial purposes such as parodies, criticisms or news reporting.

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The bill is H.R. 683

On the Net:

Congress: http://thomas.loc.gov/