Samsung Electronics was able to convince a jury in a Los Angeles federal court that the legacy Galaxy S10 series flagship smartphones, by their very existence, did not infringe trademark rights asserted by S10 Entertainment & Media, the agency that manages music artists become.
The jury concluded that S10 Entertainment & Media LLC could not prove that four-year-old Samsung flagship smartphones could mislead users and interfere with the promotion of the American brand in the market.
S10 Entertainment & Media is known for managing the affairs of pop artists like Anitta and Normani. The agency said it started using the S10 name in 2017, and Samsung started selling S-series smartphones in 2010, although it was the S10 that came out in 2019.
S10 argued that Samsung’s ads could mislead customers into believing that the brands were related in some way. At the same time, the agency shared that Samsung used the same font and color scheme in its promotional materials that the S10 uses for its logo and in partnership with music industry officials.
The lawsuit alleged that the S10 received social media requests from people looking to buy Samsung smartphones. Also, Samsung was aware of the company’s existence before using the name in its lineup. In addition, the companies jointly discussed the possibility of actress Anitta promoting Samsung. The US agency believes the confusion surrounding Samsung Galaxy S10 and S10 Entertainment advertising is the results of S10 Entertainment & Media’s Instagram advertising campaigns* and other social networks have not been nearly as effective as expected.
Samsung said the company’s use of the S10 brand does not cause confusion and takes precedence due to the previous naming scheme for Galaxy S series models. Also, S10 waited too long to assert its rights. Samsung and S10 representatives have yet to comment on the situation.
* It is included in the list of public associations and religious organizations for which the court made a final decision to liquidate or ban activities on the grounds provided for in Federal Law No. 114-FZ of July 25. 2002 “On Countering Extremist Activities”.