Play on Words
Is Playmate of the Year a trademark or a job description? Well, both, and
in the case of Terri Welles, it's a question for the courts, with repercussions that will be felt all over
the Internet. Welles was the PMOY in 1981, something you quickly learn when
you go to her web site, which uses a
"PMOY '81" logo as wallpaper. Welles launched the site -- where she
displays the attributes that got her in the centerfold to begin with --
about a year ago, and has parlayed it into a $2,500-a-month operation. And
there's the rub: Playboy is very protective of its properties, and alleges
that Welles' use of terms such as Playmate and Playboy constitute trademark
violation. Nonsense, say Welles and her lawyers -- they're simply factual
descriptions of her accomplishments. Less obvious -- invisible, in fact --
is her site's use of metatags, encoded words that search engines match up
with users' requests. In this case, when someone searches for "Playmate,"
Welles' page will turn up eventually, and that's trademark infringement
too, says Playboy. This is probably the strongest part of the magazine's
suit; less likely is the prospect that Welles will be prevented from
referring to her crowning achievement.