The Supreme Court, in this case, affirmed the Court of Appeals’ decision to uphold the issuance of a preliminary injunction against Unilever Philippines. This injunction prevented Unilever from airing television commercials for its laundry products that were deemed substantially similar to Procter and Gamble Philippines, Inc.’s (P&G) “double tug” or “tac-tac” key visual. The Court underscored that copyright protection arises from the moment of creation, and registration isn’t a prerequisite. This ruling clarifies the scope of intellectual property protection and the conditions under which preliminary injunctions can be issued to prevent potential infringement, safeguarding the rights of creators from the outset.

Tac-Tac or Copycat? When TV Ads Spark a Battle Over Intellectual Property

This case revolves around a dispute between Unilever and P&G concerning the use of a key visual in television commercials for laundry products. P&G claimed that Unilever’s commercials for “Breeze Powerwhite” infringed on their “double tug” or “tac-tac” visual, which had been used since 1982. P&G sought a preliminary injunction to prevent Unilever from airing the allegedly infringing commercials. The central legal question was whether the trial court acted correctly in issuing a preliminary injunction based on P&G’s claim of intellectual property infringement, even though P&G had not registered the “tac-tac” visual with the National Library.

The heart of the legal matter rested on the requirements for issuing a preliminary injunction. The Court of Appeals (CA) upheld the trial court’s decision, emphasizing that the purpose of a preliminary injunction is to preserve the status quo until the merits of the case can be fully heard. The Supreme Court agreed with the CA’s assessment that Judge Gorospe did not abuse his discretion in issuing the injunction. The Supreme Court highlighted Section 2 of Presidential Decree No. 49 (PD 49), also known as the Decree on Intellectual Property, which stipulates that copyright for a work or intellectual creation subsists from the moment of its creation. Therefore, contrary to Unilever’s contention, P&G’s intellectual creator’s exercise and enjoyment of copyright for his work and the protection given by law to him is not contingent or dependent on any formality or registration.

Section 2 of PD 49 stipulates that the copyright for a work or intellectual creation subsists from the moment of its creation. Accordingly, the creator acquires copyright for his work right upon its creation…. Contrary to petitioner’s contention, the intellectual creator’s exercise and enjoyment of copyright for his work and the protection given by law to him is not contingent or dependent on any formality or registration.

Building on this principle, the Court reasoned that P&G’s copyright protection for the “tac-tac” visual existed from its creation, regardless of registration. The Court clarified that preliminary injunctions are designed to prevent immediate and irreparable harm, especially relevant in cases involving transient media like television commercials. As the Court stated:

Without such temporary relief, any permanent injunction against the infringing TV advertisements of which P&GP may possibly succeed in getting after the main case is finally adjudicated could be illusory if by then such advertisements are no longer used or aired by petitioner. It is therefore not difficult to perceive the possible irreparable damage which P&GP may suffer if respondent Judge did not act promptly on its application for preliminary injunction.

This approach contrasts with a system where registration would be required before any protection is afforded. The Court emphasized that the determination made by the trial court was only for purposes of preliminary injunction, without passing upon the merits of the case, which cannot be done until after a full-blown hearing is conducted. The injunction was a temporary measure to prevent further potential infringement while the case was being litigated. Unilever argued that the issuance of the preliminary injunction effectively decided the main case without a full trial, depriving them of the opportunity to present their evidence.

However, the Court rejected this argument, pointing out that a preliminary injunction is based on initial evidence and aims to maintain the status quo. The main case still needed to be resolved by the trial court. The Court underscored that the issuance of a preliminary injunction rests entirely on the discretion of the court and is generally not interfered with except in cases of manifest abuse. The Supreme Court further stated, “The sole objective of a writ of preliminary injunction is to preserve the status quo until the merits of the case can be heard fully.”

The Court found no such abuse of discretion in this case, especially because Unilever was given ample opportunity to oppose the application for injunction. Unilever’s argument that the trial court accorded relief to a non-party was also dismissed. The Court noted that P&G Philippines is a subsidiary of Procter and Gamble Company, for which the “double tug” or “tac-tac” key visual was conceptualized or created. As such, P&G Philippines was deemed to be within the protective mantle of the statute, specifically Section 6 of PD 49.

This case highlights the importance of protecting intellectual property rights from the moment of creation and reinforces the role of preliminary injunctions in preventing potential infringement. The Court’s decision emphasizes that registration is not a prerequisite for copyright protection and that preliminary injunctions are appropriate when there is a risk of immediate and irreparable harm. The decision in Unilever Philippines (PRC), Inc. v. Court of Appeals and Procter and Gamble Philippines, Inc. serves as a reminder to businesses to respect intellectual property rights and to be mindful of the potential consequences of infringing on those rights.

FAQs

What was the key issue in this case?	The key issue was whether the Court of Appeals erred in upholding the trial court’s decision to issue a preliminary injunction against Unilever, preventing them from airing commercials that allegedly infringed on P&G’s “tac-tac” visual. This hinged on whether P&G needed to have registered the visual for copyright protection.
Does copyright protection require registration in the Philippines?	No, under Presidential Decree No. 49, copyright protection exists from the moment of creation. Registration is not a prerequisite for enjoying copyright protection, although it may offer additional benefits in enforcement.
What is a preliminary injunction?	A preliminary injunction is a court order that temporarily restrains a party from performing certain actions until the court can make a final decision on the matter. Its purpose is to preserve the status quo and prevent irreparable harm.
Why was a preliminary injunction issued in this case?	The preliminary injunction was issued because the court found that Unilever’s commercials were substantially similar to P&G’s “tac-tac” visual, and there was a risk of immediate and irreparable harm to P&G’s intellectual property rights if Unilever continued airing the commercials.
What was Unilever’s main argument against the injunction?	Unilever argued that the injunction was issued without sufficient evidence of P&G’s clear right to the “tac-tac” visual, as P&G had not registered it. They also claimed that the injunction effectively decided the case without a full trial.
How did the Court address Unilever’s argument about deciding the case prematurely?	The Court clarified that a preliminary injunction is based on initial evidence and aims to maintain the status quo, not to fully resolve the case. The main case still needed to be resolved by the trial court.
What factors did the Court consider in upholding the issuance of the preliminary injunction?	The Court considered the urgency of the situation, the potential for irreparable harm to P&G, and the fact that Unilever had been given an opportunity to oppose the application for injunction. The court also reiterated that the issuance of a preliminary injunction rests entirely on the discretion of the court.
What is the significance of Presidential Decree No. 49 in this case?	Presidential Decree No. 49, also known as the Decree on Intellectual Property, is crucial because it establishes that copyright protection exists from the moment of creation, regardless of registration. This legal foundation supported the court’s decision to grant the preliminary injunction in favor of P&G.
Can a subsidiary company claim copyright protection for a visual created by its parent company?	Yes, in this case, the Court recognized that P&G Philippines, as a subsidiary of Procter and Gamble Company, could claim protection for the “tac-tac” visual conceptualized by its parent company. This is covered under Section 6 of PD 49.

In conclusion, the Supreme Court’s decision reinforces the principle that copyright protection exists from the moment of creation, regardless of registration. This ruling has significant implications for businesses and creators, emphasizing the importance of protecting intellectual property rights and respecting the rights of others. The availability of preliminary injunctions provides a crucial tool for preventing potential infringement and preserving the status quo pending full adjudication of intellectual property disputes.

For inquiries regarding the application of this ruling to specific circumstances, please contact ASG Law through contact or via email at frontdesk@asglawpartners.com.

Disclaimer: This analysis is provided for informational purposes only and does not constitute legal advice. For specific legal guidance tailored to your situation, please consult with a qualified attorney.
Source: Unilever Philippines (PRC), Inc. v. Court of Appeals and Procter and Gamble Philippines, Inc., G.R. No. 119280, August 10, 2006