Extended Passing Off
One of the instances where passing off is actionable is the extended form of passing off, where a defendant's misrepresentation as to the particular quality of a product or services causes harm to the plaintiff's goodwill. An example of this is Erven Warnink v J Townsend & Sons (Hull) Ltd AC 731, in which the makers of advocaat sued a manufacturer of a drink similar but not identical to advocaat, but which was successfully marketed as being advocaat.
The extended form of passing off is used by celebrities as a means of enforcing their personality rights in common law jurisdictions. Common law jurisdictions (with the exception of Jamaica) do not recognise personality rights as rights of property. Accordingly, celebrities whose images or names have been used can successfully sue if there is a representation that a product or service is being endorsed or sponsored by the celebrity or that the use of the likeness of the celebrity was authorised when this is not true.
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Famous quotes containing the words extended and/or passing:
“I have been accustomed to make excursions to the ponds within ten miles of Concord, but latterly I have extended my excursions to the seashore.”
—Henry David Thoreau (1817–1862)
“I saw the spires of Oxford
As I was passing by,
The grey spires of Oxford
Against a pearl-grey sky;
My heart was with the Oxford men
Who went abroad to die.”
—Winifred M. Letts (1887–1972)