On Easter Monday the Lindens announced radical new policies regarding the use of their trademarks, including the Second Life(tm) logo, company name, and product name. According to the official Second Life(tm) blog, any website that mentions or uses their trademarks (or even acronyms that refer to their trademarks) are subject to their new license agreement:
Read these guidelines if you’d like to use any of our trademarks on your website, in a URL, in advertising, in an article or book, in a film or television show, in a software product, or anywhere else. You likely need our permission. (link)
Those affected most by the revised rules are owners of websites that begin with the product’s acronym, “SL”(tm) or “Second Life”(tm), like SL Universe, SL Exchange, and Second Life Herald. The new rules also affect the press, who are required to comply with the license guidelines in order to show the Second Life(tm) logo in an article:
We’ve given journalists and media outlets special permission to use the Second Life Eye-in-Hand Logo in published articles, blog entries, and news programs specifically about the Second Life virtual world, subject to our Guidelines and Terms and Conditions. (link)
These guidelines include a requirement to have a business presence in-world or an “association” with the product — a requirement that would prevent the logo from appearing in casual gaming reviews or news reports about Second Life(tm) or Linden Lab(tm). From a marketing perspective, it’s strange to me that the company would seek to limit references to their product in the media, or try to enforce seemingly arbitrary rules, especially at a time where the popularity of Second Life(tm) appears to be waning.
Since 2003, the company had a relaxed attitude towards use of the SL(tm) logo (see the old guidelines), in which many third-party websites established themselves using the product name or an abbreviation thereof. One such example is the low-brow rumour-mill, Second Life Herald, which not only includes the product name in their domain name and site name, but also features the Second Life(tm) eye-in-hand logo in the banner. One can only wonder: after the 90-day amnesty, will the company take retroactive legal action against these well-established websites?
Cristiano Midnight, owner of the popular user forum, “SL Universe”, points out, “it seems completely arbitrary, and impacts sites that have been in existence for years and fully in compliance of naming rules, which have now suddenly changed.” (link)
In the case of cavers.ca, I can’t afford to tackle the Linden Lab(tm) legal department, so I’ll do my best to comply with the new rules.
DISCLAIMER: Second Life, SL, and inSL are trademarks of Linden Research, Inc. Cubeyterra.com is not affiliated with or sponsored by Linden Research. Further, cavers.ca hopes that Linden Research will not hurt cavers.ca legally, physically, or emotionally, using any means including but not limited to rabid lawyers, hit men, vicious attack penguins, or ninja assassins for any inadvertent infringement either real or perceived. Please don’t hurt me, I beg you, I didn’t mean to damage your trademark by mentioning you in my blog.