Video doorbell maker owned by Amazon attempts to trick consumers by using ADT’s iconic blue octagon, ADT asserts
Ring’s repeat anticompetitive behavior follows software theft in 2017
BOCA RATON, Fla., April 27, 2021 (GLOBE NEWSWIRE) -- ADT, the most trusted brand in smart home and business security, today brought an action for willful trademark infringement, unfair competition, and related violations against Ring LLC (Ring), an Amazon company and provider of smart home security devices.
In March 2021, the complaint asserts, Ring adopted a blue octagon mark that is virtually indistinguishable from ADT’s iconic blue octagon mark, which is protected under numerous federal trademark registrations. ADT’s blue octagon is iconic in the security market, proudly displayed on lawn signs and stickers at the homes and businesses of ADT’s more than 6.5 million customers across the United States. Following an attempt to imitate ADT’s lawn signs, Ring went further and blatantly assimilated ADT’s logo into its Ring Alarm Outdoor Siren, according to the complaint.
The infringement constitutes Ring’s second attempted theft of ADT property. In 2017 Ring obtained an unauthorized copy of a software platform, related trade secrets, and other assets that ADT had spent two years and millions of dollars developing, the complaint explains. ADT brought suit in Delaware and succeeded in enjoining Ring from using the stolen platform before Ring settled with ADT.
Now operating as an Amazon company, Ring is again attempting another open theft—this time the theft of ADT’s iconic trademark—“seeking to tout a reputation for trust to potential customers that it has not earned,” the complaint asserts.
Ring believes it can trick consumers who will see a solid blue octagon and believe it is ADT, the most trusted brand in security. As the complaint asserts, “Indeed, even though the blue octagon mark that Ring is using includes the Ring name, … people will believe that Ring is providing a security service on par with ADT—or, worse, that Ring is providing its security service in partnership with ADT.”
ADT’s suit alleges willful trademark infringement, unfair competition, and false designation of origin under the Lanham Act, 15 U.S.C. §§ 1114 and 1125(a); common law trademark infringement; violation of Florida Unfair Competition Law; and Trademark Dilution under the Lanham Act, 15 U.S.C. § 1125(c) and under Fla. Stat. § 495.151.
“Great brands like ADT don’t become universally recognized overnight,” said Trent Webb, co-chair, intellectual property practice group of Shook, Hardy & Bacon, counsel for ADT. “ADT’s products, services, and reputation are built on a nearly 150-year history of innovation and reliability, and investment in its people and its products. Amazon’s Ring continues to take shortcuts to build its brand—to build its company—through blatant and repeated theft of ADT’s intellectual property.”
“ADT will protect its customers, its employees, its intellectual property, and its reputation,” Webb added. “As such, we’re asking the court for, among other relief, immediate and permanent injunction against the use of ADT’s iconic blue octagon mark and for monetary and punitive damages.”
About ADT Inc.
ADT is the most trusted brand in smart home and business security. Through innovative products, partnerships and the largest network of smart home security professionals in the United States, we connect and protect what matters most to our customers at home, work and on the go. For more information, visit www.adt.com.
This press release contains certain information that may constitute “forward-looking statements” and therefore is subject to risks and uncertainties. All statements contained in this press release that are not clearly historical in nature are forward looking. Forward-looking information involves risks, uncertainties, and other factors that could cause actual results to differ materially from those expressed or implied in, or reasonably inferred from, such statements, including without limitation, the risks and uncertainties disclosed or referenced in ADT’s Annual Report on Form 10-K, Quarterly Reports on Form 10-Q, Current Reports on Form 8-K, and other filings with the Securities and Exchange Commission, including the sections entitled “Risk Factors” and “Management’s Discussion and Analysis of Financial Condition and Results of Operations” contained therein. Therefore, caution should be taken not to place undue reliance on any such forward-looking statements. We assume no obligation (and specifically disclaim any such obligation) to publicly update or revise any forward-looking statements, whether as a result of new information, future events, or otherwise, except as required by law.
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Ring and ADT Side-By-Side Image Comparison Ring adopted a blue octagon mark that is virtually indistinguishable from ADT’s iconic blue octagon mark.