Initial Interest Confusion Doctrine In Digital Advertising

INTRODUCTION

With the advent of major E-commerce platforms and companies, customers have now shifted their focus from traditional market shopping to virtual shopping. This enables the customers look for multiple products belonging to multiple brands. The brand's overall market presence and overall popularity is dependent upon the positioning of itself on e-commerce platforms. Certain logos, designs, marks are key basis of identification of a brand. A customer basically searches for multiple products, however, is always inclined towards a single brand which he trusts. This, however, creates opportunities for domain squatters to make use of a brand's reputation and value. It is in such circumstances where doctrine of initial interest confusion comes to play.