Whether a defendant in an infringement suit may defeat an incontestable mark by arguing that it is merely descriptive.
Holding
No. The owner may rely on incontestability to seek an injunction, and mere descriptiveness is not a defense to enforcement of an incontestable mark.
Reasoning
Under the Lanham Act, an ordinary registration is prima facie evidence of the owner’s exclusive right to use the mark and remains open to a descriptiveness challenge. Once the mark becomes incontestable, § 33(b) makes the registration conclusive evidence of that right, subject to specified conditions and defenses. Mere descriptiveness is not among them.
The Act treats descriptive and generic terms differently. A merely descriptive mark can be registered if it has acquired distinctiveness, while a generic mark cannot be protected and may be challenged even after registration becomes incontestable. Congress expressly preserved the generic-term challenge but did not preserve a mere-descriptiveness challenge.
Nothing in the statute confines incontestability to defending against cancellation. Its grant of an “exclusive right” would lose force if the owner could not invoke it against infringement, and several of § 33(b)’s defenses contemplate an infringement suit brought by the owner.
The legislative history supported giving owners a way to settle uncertainty over rights in their marks. Congress considered the concern that descriptive language might gain protection, but provided opportunities to oppose registration and challenge a mark before incontestability, along with continuing defenses such as genericness and fair, good-faith descriptive use.
The Court declined to use general statutory powers to grant equitable relief or correct the register as a way to restore a mere-descriptiveness defense that the specific incontestability provisions omit. It did not decide whether the mark was properly registered or resolve Dollar’s prior-use and likelihood-of-confusion arguments; the Ninth Circuit could consider those arguments on remand.