Pacific Dunlop Limited v Hogan
[1989] HCATrans 306
i~
~
IN THE HIGH COURT OF AUSTRALIA
Office of the Registry
Sydney No S62 of 1989 B e t w e e n -
PACIFIC DUNLOP LIMITED
Applicant
and
PAUL HOGA.i.~, RIMFIRE FILMS LIMITED
and BURNS PHILP TRUSTEE COMPANY
LIMITED
Respondent
Application for special leave to
appeal
MASON CJ BRENNAN,_J McHUGH J TRANSCRIPT OF PROCEEDINGS AT SYDNEY ON FRIDAY, 8 DECEMBER 1989, AT 9.37 AM Copyright in the High Court of Australia
SlT 1/1/RB 1 8/12/89
Pacific
'
MR J.McL. EMMERSON, QC: If the Court pleases, I appear with my
learned friend, MR J.E. MIDDLETON, for the applicant.
(instructed by Freehill Hollingdale & Page)
MR J.P. HAMILTON, QC: If the Court pleases, I appear with my
learned friend, MR P. CAMPBELL, for the
respondents. (instructed by Henry Davis York)
MASON CJ: Mr Emmerson. MR EMMERSON: If the Court pleases, this is a case concerning what is known as character merchandising and it
raises the issue of what are the rights and
obligations of persons who seek to engage in this
type of merchandising.
The problem arises as follows: for any advertising
it is necessary for the person making the advertisement
to somehow attract the attention of the proposedcustomer; in the case of television advertisements,
the attention of the viewer. To do that it is usual to have what is called a hook or a grab, something
which attracts the attention of the viewer and,with
any luck, also puts the viewer in a good frame of mind.
The hook or the grab need not necessarily have anyth:ing
much to do with the subject-matter that is being
advertised. Its purpose is one of attracting attention.
Now one can, of course, use a variety of hooks or
grabs; some of them, on any view, are matters which
could be said to be in the public domain. You can have a picture of seaside or Sydney Harbour Bridge or
anything else which you hope will serve your purpse.
In the case of character advertising, what you
seek to do is attract attention with the aid of
some image which suggests a particular character, in
this case the character of Mick Dtmdee. Now, it has
become common for there to be character merchandising
and persons who have rights in respect of characters
sometimes license those rights for reward and they can become valuable. Now, the rights that they have had in the past have been such rights as copyright,
trademark and matters of that sort, where there is
an identifiable right which is licensed or,
alternatively, what has been licensed is the actual
services of someone who is known and recognized by
the public.
The question raised in this case is whether, even
if there are no such rights, nevertheless persons who
are associated with the particular character have a
right to prevent others from using that character in
advertisements without permission or without paying
such sums of money as are required. Now, in our submission, this is a case where the question arises
in a very sharp form because the findings of the
SlTl/2/RB 2 8/12/89 Pacific learned trial judge make it quite clear that there is
no background right here which is capable of being
licensed. There is - in order for my learned friends
to succeed it has been necessary to construct some
right and, in our submission, the right has been
constructed in a variety of different ways by the
different judges who constituted the court at first instance.and the majority of the Court of Appeal, constructed in yet another way by His Honour Mr Justice Pincus of the Federal Court in the KOALA DUNDEE case. Now, the relevant findings of fact are in short
compass. As the Court is aware, the subject-matter of
complaint is an advertisement which is a parody of a
scene from a film called Crocodile Dundee but there is
no dispute that that parody did not, itself, involve
an infringement of copyright; it did not involve the use
of Mr Hogan who played the relevant part in the film.
What it relied upon was the grabbing of attention by
reason of something which was reminiscent of what had
been seen in the film.
His Honour's findings of fact are set out at
pages 48 and 49:
the television advertisement was devised for
the respondent on the basis, borne out by
the evidence before me, that a very largenumber of television viewers in the target
audience would be aware of the character Mick
Dundee as played by Mr. Paul Hogan in the
film "Crocodile Dundee" and of the incident
comprising the knife scene of the film
the knife scene was the scene which was the subject
of the parody.
(b) Mr. Hogan was well regarded by those persons
as an individual in the public eye who
represented archetypal Australian attitudes
and values, (c) many of those television viewers would recall fairly closely the dialogue in the
knife scene: "He's got a knife." "That's not
a knife -
and of course the large knife is produced -
"That's a knife."
The Court will recall that the parody involves, "That's not a pair of shoes. This is a pair of shoes"
and one then led on to the advertisement.
MASON CJ: The nub of the finding is at page 49, is it not? MR EMMERSON: Yes, Your Honour, I am going on to those . Most of the findings, in fact, that we rely on are on
SlTl/3/RB 3 8/12/89 Pacific page 49, but I am setting out the background from
page 48.
MASON CJ: Yes. We have read the judgments.
MR EMMERSON: The critial findingson page 49 begin at the top:
Contrary to the primary submission of the
applicants, I do not find that a substantial
number or even a reasonably significant number
of viewers in the target audience would react
to the advertisement as being one in which Mr. Paul Hogan was participating, nor do I
find that the intention was that this should
| • | be the response. |
So there is no suggestion that we were representing
that Mr Hogan was taking part in the advertisement.
Rather, I find both - - -
MASON CJ: There was a suggestion of that but that was
repudiated by the primary judge.
MR EMMERSON: That is correct, Your Honour, and that does not
arise any further. That was, in fact, my learned
friend's principal ground before the primary judge but
it disappeared after his decision.
Rather, I find both that a substantial number of those
viewers would believe that the male actor was a
"send-up" of the Mick Dundee character played
by Mr. Hogan, and that the advertisement was
intended to achieve this result. The objective
of the advertisement was that a substantial
number of viewers take away a favourable
impression of "Crocodile Dundee" and Mr. Hogan
in connection with "Grosby Leatherz", rather
than that they go away to analyse differences
between the real thing and the character in the
advertisement dressed up like "Crocodile Dundee". I find that intention was realised.
So the question that comes up is whether the mere giving
of a favourable impression in connection with something,
which is of course what one is doing in character
merchandising, is something that you are not allowed
to do without payment to whoever claims the right, if
there is a right, to convey a favourable impression
in connection with particular merchandise.
BRENNAN J: It depends, perhaps, on what the nature of the
impression is that is favourable.
MR EMMERSON: It does indeed, Your Honour. What we say is that
if it is no more than a favourable impression, that is
to say what the advertisement has done is put the
SlTl/4/RB 4 8/12/89 Pacific viewers in a good mood, so to speak, then there can
be no passing off and no breach of section 52.
MASON CJ:
But did not the primary judge reject that view of the impression?
Did he not find that the impression
went further? MR. EMMERSON: Indeed he did, Your Honour. The way that he found that it went further is the way that we criticize
because we say this was where he went wrong.
MASON CJ: Are you not criticizing a finding of fact when you
make that submission?
MR. EMMERSON: No, Your Honour, we are criticizing an inference
which is drawn from the fact. The fact which goes on to lead to the reasoning that we criticize is the fact
which is set out at page 48, at line 16, item (e):
many of those television viewers would be
aware in a general way of business practices
whereby licences for reward were given for
marketing of products in association with
representations of well known fictional
characters and whereby persons in the public
eye agreed to associate themselves with the
marketing of products.
So that is the primary fact. We do not criticize that primary fact. But that fact is then used, we say impermissibly, by His Honour with the following line
of reasoning. He says, given that fact, there is a general or normal perceived practice that permission
is sought for an advertisement. Now, pausing there,
there has already been an important leap. One has gone
from the case where people who do have rights have
licensed them to reward, to a general public
understanding that some people grant licences for
reward, to a general or normal practice, not said by
His Honour to be an invariable practice but a general practice. Then we have the real leap which His Honour relies upon to construct a misrepresentation out of
these events, namely he says, well if you show an advertisement,and some people are going to think that
there is a general or normal practice that this might
be a licensed advertisement, if it is not a licensed
advertisement you are engaging in misleading or
deceptive conduct.
Now, in our submission, at that point His Honour
has gone wrong because His Honour is saying, "Given an
expectation which is held as to what is usual, if you
depart from that expectation, because some people mightstill think that a particular course of events had
occurred in the case in point, you are engaging in
misleading or deceptive conduct." Now, in our submission,
you cannot go from "some people have rights" to the
SlTl/5/RB 5 8/12/89 Pacific proposition "this is known" to the proposition
"therefore there is a general association of rightswith this particular activity" to the proposition
"all people have rights". And His Honour goes wrong
in that leap from "some" to "all" and in relying on
the law of passing off and the TRADE PRACTICES ACT to
found a view that if you depart from what some people
are going to expect, then you are thereby engaging in
misleading or deceptive conduct.
MASON CJ: Are you drawing a distinction, in making this
submission, between passing off and section 52?
MR EMMERSON:
For the purpose of this submission, the question in each case is whether there is a misrepresentation
and that is, of course, the principal question that
arises in passing off. So for the purpose of this submission, I am directing attention to both causes of action because we say that a mere departure from what
is preceived by some people to be expected behaviour
is not sufficient to found a misrepresentation which is
required for either action.BRENNAN J: That is a somewhat different proposition from the
proposition that the error lies in a process of
reasoning which starts with some people having rights
and ending with all people having rights.
MR EMMERSON: It is really a related criticism of this Act. BRENNAN J: It may be related but once goes to section 52, that argument falls down, does it not?
MR EMMERSON: We would say not, Your Honour, because once one
goes to section 52, what you have got to determine is
whether someone has engaged in conduct - and the twoimportant things are: it has to be conduct in trade or
commerce and it has to be conduct which is misleadingor deceptive. Now, we say that the mere fact that you do something which may be open to misconstruction is not, on its own, sufficient to amount to a breach of
section 52. BRENNAN J: But what if it is known to be open to misconstruction
and the misconstruction is intended?
MR EMMERSON: If _it is known to be open to misconstruction and the purpose of the activity, so to speak, is to rely
on the misconstruction, then I would accept that as a
breach of section 52. But we say - and this is the
other aspect of the case - that that is not this case
at all; this is a case in which, so to speak, the
question of whether Mr Hogan had or had not been paid
is entirely irrelevant to our intentions which were
to attract the viewers' attention.
BRENNAN J: And to commend the product?
SlTl/6/RB 6 8/12/89 Pacific
•.
MR EMMERSON: Oh indeed; yes, indeed. And the intention was to set up in the viewer's mind a favourable impression of
the product and that was the purpose of the advertisement.
But it was not the purpose of the advertisement to convey
to the public "Mr Hogan has been paid for this
advertisement" or "Mr Hogan has given his permission".
BRENNAN J: Or "Mr Hogan thinks that Leatherz are good shoes"?
MR EMMERSON: It was not that intention either, Your Honour. Nor do we have, in fact, His Honour Mr Justice Gummow making that finding. The purpose of Mr Hogan and the
purpose of the whole use of the knife scene is a purpose
of a grabbing of atten,ttion. It is not, in our
submission, a purpose of misleading the public about
• background commercial relations or Mr Hogan's views.
McHUGH J: Mr Emmerson, what is the special leave point in the case?
MR EMMERSON: The special leave point arises basically in two says: first,we say that it is very important that
people should know what is the permissible and what is
the impermissible limit of what you can do with character
merchandising; secondly, we say that the reasoning that
was followed by the learned trial judge and the different
reasons of the majority of the Court of Apepal is
reasoning of a type which is capable of creating great
uncertainty as to what is the ambit of proper commercial
behaviour. Now, I have so far been directing submissions
to what His Honour the learned trial judge said. When one gets to the decisions on appeal, in fact one gets
a three way division of what the court said.
Mr Justice Sheppard does not accept
Mr Justice Gummow's reasoning at first instance.and he
finds in favour of my clients. Mr Justice Beaumont does reach the same conclusion but he, in our submission, in
fact finds a different misrepresentation. He works
through, by successive stage of reason, and goes away
from Mr Justice Gummow's rather tight definition of the misrepresentation to something broader.
Mr Justice Burchett says he agrees in general terms with
Mr Justice Beaumont but then he gives his preferredapproach which is to find a quite different and, we
would say, even more dangerous misrepresentation- - -
McHUGH J: What was his, a false message of endorsement?
MR EMMERSON:
No, it was not a false message of endorsement; he used the expression "false responses".
So what he says
at thebottom of page 141 and the top of 142, he deals
with the vague message of character merchandising, which
we accept of course is vague:
SlTl/7/RB 7 8/12/89 Pacific
I,
That is why the technique has grown in
importance with the rise of the television
industry. Its implications have hardly yet
been explored in the courts.
We say that, indeed, this is the first case where
the matter has come before this Court.
Their exploration involves the application of established principles in an unfamiliar
setting, where a pervasive feature is not so
much the making of statements that may mislead
the mind directly, as suggestions that may
inveigle the emotions into false responses.
And what he seems to go on to say is that if
Mr Hogan has given permission, the favourable response
is somehow a true emotional response. If he has not
given permission, it is a false emotional response
and it does not seem to matter, on that analysis,
whether the viewer, either consciously or unconsciously,
is thinking, "Oh, this is something that Mr Hogan has
said they can do" or whether he is saying, "This is
something that he has not said they can do."
He goes on to use the language of parasitic copy
which we say is simply using emotional language and clouding the issue. He then goes on, on page 145, again in our submission to misapply
the findings of the learned trial judge because he
says at l,ine 1.1:
In my opinion, the deployment in circumstances
of the present kind of techniques of persuasion,
designed to influence prospective customers in
favour of a trader or his products upon the
basis of some underlying assumption which is
false -
now the thrust of what His Honour Mr Justice GUDm1ow
had said was not that this was the principal intention; the principal intention is, as it were,
the warm and favourable feeling. But it now goes on to a reference to a basis and so he has at this stage,
in our submission, again gone way off what was found
by the learned primary judge. So we have a real divergence of opinion within the Full Court, ranging
from Mr Justice Sheppard who says this is not misleading
to two other judges, each of whom finds, but on the
basis we would say of a shift in precisely what
Mr Justice GUDm1ow said, who finds the other way.
In our submission, in considering the divergence
of view within the Federal Court, it is also proper
to bear in mind that there has been a parallel case,
the KOALA DUNDEE case - has the Court been provided
with that? It is No 5 in our list of authorities.
SlTl/8/RB 8 8/12/89 Pacific This again points up what we say is the confusion
and difficulty that has arisen in this area. That
was another case in which Mr Hogan sued. This time
he was suing a shop and the name in dispute was"Koala Dundee". The approach adopted by His Honour
Mr Justice Pincus, in effect, rejects the view of
Mr Justice Gunnnow as being artificial and sets out
to construct a different way of supporting character
merchandising on the basis that there is really some
quasi property here. If the Court goes to His Honour's
judgment which begins at page·l88, in the second full
paragraph of his judgment:
In so far as the applicants rely on the
connnon law, they do not contend that the facts
fall within the traditional doctrine of passing
off, but base their case on the extension of
this branch of the law so as to render illegal
some uses of images which say nothing about the
origins or history of goods and services. The
case is perhaps able to be described as one
concerning a character merchandising, but the
dispute is wider than one concerning a character.
Then His Honour describes what is character merchandising
and at page 189, line 13, he says:
One issue is whether members of the public
(who, if not themselves in the advertising
business, would be unlikely to have any reasonto think about the problem) would assume the
koala image and the names "Dundee Country" and
"Aussie Dundee" were used with the permission of
the respondents.
So he raises the permission matter which was what
His Honour Mr Justice Gunnnow found.
But the applicants argued that, whatever the answer to that question, they should succeed,
on the basis that the material I have mentioned conveyed the idea, without
authority, of an association with the film.
Now, there the difficulty that one has, of course, is as to what is meant by a need for authority for
association.
BRENNAN J: Is that not the exact problem, though, that is
involved in character merchandising? One does not have to be specific about the association in order
to make the advertisement effective?
MR EMMERSON: Precisely.
BRENNAN J: And if one simply has to have a vague warm feeling
of association, that is sufficient for the advertisement's
purposes. And the question then arises whether, if there
SlTl/9/RB 9 8/12/89 Pacific is no association in fact and none has been authorized,
which is the same question, then there is a falsity.
MR EMMERSON: Your Honour, with respect, we say that the fallacy
in that particular line of reasoning comes because the
word"association"can be used in two different senses.One is one could have an association, in the sense that you might use an image of a beach of Sydney Harbour
Bridge or something in the public domain as your
attention grabbing device in an advertisement. Now, if that is what is meant by association, then the answer is
in character merchandising there is an association.
We would then say that the fallacy in the line ofreasoning is that in the next part of it the word
"association" is used in a different sense; not inwhat we say is the proper sense of a vague association but a specific sense of suggesting that there is some commercial relationship or sponsorship. In our submission, so far as character merchandising
is concerned vague association, if it conveys no more
than the type of association I have mentioned,
association as it were with a beach or a bird or Sydney
Harbour Bridge, is not conveying a false representation,
it is simply using an image to attract attention. One has to - - -
BRENNAN J: Put that to the test, Mr Errn:nerson. Let us assume
that a scene comes on the television of Her Majesty
and gradually in the background there appear roofing
tiles. Would one not think that Her Majesty had
endorsed the roofing tiles?
MR EMMERSON: Your Honour, again that, with respect, we would say, is not testing the association point. One can construct
cases in which an advertisement amounts to a
representation that, for example, Her Majesty has this
sort of roofing tile at Buckingham Palace. Once it
becomes sufficiently specific that you can say, well,
that is what is represented, you can test it and you
can ask whether it is true or false. The vice with the reasoning in the judgments in the Full Court is that
you cannot test it because what the courts says is,
well, all we need to find is that there is some
association and it does not distinguish between something
which is an association, as it were, merely in the
advertisement, and a representation of some external
association.
McHUGH J: But what I cannot help feeling at the moment is that
the highest you can put your case is that there is
some error in the reasoning in applying the proper
principle to the facts of this case. Now, can you put it higher than that?
MR EMMERSON: We can put it, and indeed do put it, higher than that, Your Honour, because we say that it really takes
SlTl/10/RB 10 8/12/89 Pacific on a new principle. The new principle which comes out most clearly in the judgment at first instance is this principle that if you can show that a
substantial number of people are going to draw some
inference, whether correctly or not and whether
relevantly or not, then that is sufficient to amount
to a passing off or a breach of section 52.
McHUGH J: Is that really what Mr Justice Gummow did? I
rather thought from that passage at pages 49/50 he
made a finding of fact which you say is an erroneous
finding of fact.
MASON CJ: That his reasoning towards the conclusion of fact
could not be supported as a matter of logic.
MR EMMERSON: His reasoning towards the conclusion that this
was misleading could not be supported as a matter
of logic, yes, but that was a conclusion of law based
on primary facts which went no further than: some
people were genuinely aware of a practice which
sometimes has to happen but at other times does not.It is his reasoning starting from that proposition of fact to build a conclusion of law that there is therefore misleading conduct within section 52 which
we say is wrong and if you apply that in wider
circumstances, we would say that it is very dangerously
wrong because - - -
MASON CJ: Is this how you put it, that there was an error in
the reasoning of Mr Justice Gummow which one could not
describe as an error of principle, but it led to a
conclusion which, if followed in other cases, willgenerate a principle of general application?
MR EMMERSON: We would say that it leads to a principle which potentially has general application because it leads
to a principle which takes one from a general and,
for the purposes of the Act in question, irrelevant
expectation to a finding of breach of the Act. So
we say that there really is a principle which emerges here and which is one which is wrong and dangerous.
We say further that this is a principle which, of course,
was not accepted by Mr Justice Sheppard; it was
specifically disapproved by Mr Justice Pincus in KOALA
DUNDEE, though he formed his own principle based on a new form of property right, and it is one which we say
even Mr Justice Burchett seems uncomfortable with because
he tries to get his own different shortcut to the matter.
MASON CJ: Mr Emmerson, could I invite your attention to this approach to the case. Let us assume for the moment
that all you say is acceptable. Is it none the less a case in which, before one can be assured that the
which is going to be applied in future cases, one needs judgments are going to give rise to a general principle
to look at how the cases develop from case to case. In
S1T2/1/RB 11 8/12/89 Pacific other words, having regard to the position of this
Court and the supervisory appellate jurisidiction
that it exercises, there is a great deal to be said for not granting special leave in cases where there
is a possibility or potentiality for a general
principle to develop and be applied, but to wait and
see how it develops at the hands of judges at firstinstance and in intermediate courtsof appeal.
MR EMMERSON: Your Honour, we would say two things about that: one is that in our submission the principle now has
emerged sufficiently clearly that it ought to be
stopped now. The second is that the principle, and indeed the very divergence in the reasoning of the
various members of the Federal Court, leaves one quite
uncertain as to what the law is.
MASON CJ: Is that not a reason for not granting special leave
to appeal?
McHUGH J: Yes, because it is very difficult to find out what
is the ratio of this case. The reasoning goes
everywhere.
MR EMMERSON: Yes, Your Honour, but what, in our submission, this Court should do is take basically - there are
three strands of reasoning which have to be analysed.Our broad submission, of course, is that one looks for
actual misrepresentation and one looks for rights
which can be shown to exist and see whether they are enforced and that is where the dividing line occurs.
Another approach which comes through Mr Justice Pincus
and to some extent in Mr Justice Gummow's judgment is
to say, well, there is in fact a new species of property
which has emerged, some right to a character or right
of that sort. Now, we say that that is something which
now arises for decision.
The third approach is this question of whether
if you can show that because people have to behave
in a particular way in some circumstances, that leads by the chain of reasoning that I have criticized, to
requiring them to do something always. That is another
one that emerges. Now, in our submission, it can always, of course, be said against any applicant for
special leave, oh well, you might get different cases.
But in our submission, this is a particularly clean
case in that the primary facts can be stated in very
short compass. They are not in dispute, and one is
then concerned with the precisely defined legal
problem of how one proceeds from those primary facts
in order to determine what are the obligations.
So we therefore say that this is a case which
would enable this Court to give guidance which would
be of general application and that it is not necessary
to wait to see what other judges make of it, because
S1T2/2/RB 12 8/12/89 Pacific in fact the contesting views are already there. The
task of this Court, we say, on appeal would be to
determine which of these views is right and we would
simply say that there cannot be a case in which the
facts are cleaner than these for that purpose.
BRENNAN J: If, in this area of character merchandising, it is
a developing area of the law, as it certainly is a
developing area of commercial activity, then there ismuch to be said, is there not, for getting it right,
because it will be an important area of commercial
activity.
MR EMMERSON: Yes, Your Honour. .BRENNAN J: Thus far we have had KOALA DUNDEE and this case
with, if your submissions be right, a smorgasbord of preferable to await the development of experience of judicial opinions expressed. Would it not be
the intermediate appellate courts in this area before
granting special leave to this Court, for after all the
only disadvantage is that in the meantime there will be
a chilling effect on the merchandising of products by
reference to characters who have not assented to it.
MR EMMERSON: Your Honour, as to the development, there has, of course, already been substantial development in the
United States as Mr Justice Gummow deals with in his
we say that the effect of the Full Court - of the judgment. As to the divergence of views, in effect
decision is that nobody could every advise a client
that it was possible to use character merchandising
without getting permission from everyone who might
conceivably claim some right, whether it be an actor
or an author or whatever it might be. Now, in our submission, it is not, with respect, for this Court on
this application to say, well, we do not like the
general idea; therefore uncertainty as to the position
of the law, we will do not more than stifle something
that we do not like. This is something which is a
growing area of commercial practice. It is something that lawyers are going to be asked by clients, what
can we do, what can we not do, and if the position is
the law is uncertain, the reasoning of the leading
decision in this area is, as Your Honour summarized
my views, a smorgasbord, but nevertheless we simply do
not know the answer and there is really no practical
way of finding out because you then say to your client,
well, do not go ahead, and so the question never arises.
So, the effect of not considering the law now is
that the opportunity to clarify it may never arise. We say that that is a reason why this Court should hear this case now.
MASON CJ:
Mr Emmerson, I think you have put us in possession of the case for special leave.
S1T2/3/RB 13 8/12/89 Pacific MR EMMERSON: If Your Honour please. I had been going to deal with the proprietary type of argument which
Mr Justice Pincus raises - - -
MASON CJ: I think we are aware of the approach that Mr Justice Pincus takes.
MR EMMERSON : Yes. If the Court pleases.
MASON CJ: The Court need not trouble you, Mr Hamilton.
On the assumption that this case raises a
question of general principle, we are not persuaded
that the experience of intermendiate courts of appeal
with cases of this kind has developed the law to the
| • | point where it would be appropriate for this Court to deal with the question. |
The application for special leave is therefore
refused.
MR HAMILTON: Costs, Your Honour?
MASON CJ: You cannot resist that? The application is refused
with costs.
AT 10.25 AM THE MATTER WAS ADJOURNED SINE DIE
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Key Legal Topics
Areas of Law
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Commercial Law
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Contract Law
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Intellectual Property
Legal Concepts
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Breach
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Damages
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Injunction
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Remedies
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