A marketing agency which uses the words “yellow pages” and the corresponding “walking fingers” universal logo is now being sued for doing so. Ridiculous isn’t it? It’s like suing the World Bank or Citibank for using the word “bank” as part of their names! It’s like slapping charges against the Supreme Court of America or some law firm for using the universal “weighing scales” or the “gavel” as part of their logos!
Yellow Pages Marketing B.V., a marketing firm that makes it easier for people and establishments to be reached by potential clients and companies by putting their contact numbers and addresses in the yellow pages, is now being sued for putting the word “yellow pages” as part of their name. (http://www.bloomberg.com/news/2010-11-09/dutch-u-k-online-directories-sued-in-australia-for-deceiving-businesses.html)
Another marketing firm, Telstra, is strongly contending that no one could use the words “yellow pages” but itself and itself alone. Telstra is saying that it owns the words “yellow pages” and “walking fingers” logo. Telstar seems to forget that the “yellow pages” words and concept as well as the “walking fingers” logo were not its brainchild.
Telstra did not, in any way whatsoever, come up with the magnificent concept of having the “yellow pages” and the icon / logo symbolizing it. The concept “yellow pages” and the “walking fingers” logo were already around even long before Telstar saw lights of day!
Perhaps Telstra might be conveniently suffering from amnesia that the words or term “yellow pages” are institutional and universal words referring to one meaning – a directory of names, addresses and telephone numbers of commercial or business entities that are offering goods and services to the general public. Being universal and institutional, “yellow pages” and the “walking fingers” logo belongs to everyone who would want to make use of them to make their lives easier.
Be that as it may, Telstra should just drop this totally absurd suit it has filed against Yellow Pages Marketing B.V. and other enterprising online directory companies employing the "yellow pages" and "walking finger logo" which are normally used as part of advertising promotions. -30-
