Google has won a legal battle that could have forced it to drop the ‘Shorts’ branding from its TikTok-inspired video platform. The tech giant, which owns YouTube, faced a challenge from a London-based short film distributor called Shorts. The distributor argued in a UK court that YouTube’s use of the term ‘Shorts’ for its short-form video scrolling feature had created “confusion” among audiences and was “diluting” its brand reputation. Reports Technology News
In the case, Shorts claimed that YouTube’s branding infringed on its established identity, which focuses on distributing short films. However, the court ruled in favor of Google, allowing it to continue using ‘Shorts’ for its platform. The decision provides Google with a clear path to further expand its short-form video offering, which has become an increasingly popular feature on YouTube in response to the rise of TikTok.
Shorts International claimed it had “not just lost its distinctiveness, but its services have been overshadowed by the massive scale of Google’s reach, whose pervasive advertising, product availability, and digital presence has quickly drowned it out”.
A British High Court has ruled in favour of Google, with judge Michael Tappin arguing that “none of Google’s uses of signs including the word ‘shorts’ gives rise to a likelihood of confusion as to origin”.
He admitted there are “significant similarities” between the companies’ branding, however, he said “Google’s uses of signs including the word “shorts” will not cause damage to the distinctive character or repute of SIL’s trademarks”.
