ItemBook Chapter

Trademark Confusion in the Era of Big Data Algorithmic Branding: Consumer Decpetion and Conpetition Law Challenge

Title
Trademark Confusion in the Era of Big Data Algorithmic Branding: Consumer Decpetion and Conpetition Law Challenge
Creator
Ranjan, Himanshu
Description
This chapter, per the authors, examines how Big Data and AI have transformed trademark deception from sign-based imitation to algorithmically driven perception distortion. It explains how digital platforms collect and analyze massive behavioral datasets to rank, recommend, and position brands in ways that influence consumer belief about origin without copying any mark. Algorithmic practices such as competitor keyword bidding, recommendation bias, and ranking manipulation generate large-scale confusion by shaping what consumers see first and trust most. While global jurisprudence, including the LOrl v. eBay decision, recognizes platform-facilitated deception, Indian law still interprets confusion through traditional frameworks distinguishing infringement of the mark from deception of consumer belief. This chapter, per the authors, argues that AI-mediated market architecture produces deception without infringement, creating evidentiary gaps and competitive distortions that require algorithmic transparency, marketplace accountability, and an updated trademarkcompetition interface Copyright 2026, IGI Global Scientific Publishing. Copying or distributing in print or electronic forms without written permission of IGI Global Scientific Publishing is prohibited. Use of this chapter to train generative artificial intelligence (AI) technologies is expressly prohibited. The publisher reserves all rights to license its use for generative AI training and machine learning model development.
Source
AI Transformations in Global Legal Systems;pp.157-195
Date
01-01-2026
Publisher
IGI Global Scientific Publishing
Coverage
Ranjan H., Christ University, India
Rights
Restricted Access; Hardcopy may be available in the library
Relation
ISBN: 979-833737687-5; 979-833737685-1; 979-833737686-8;
Format
online
Language
English
Type
Book chapter

Citation

Ranjan, Himanshu, “Trademark Confusion in the Era of Big Data Algorithmic Branding: Consumer Decpetion and Conpetition Law Challenge,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 19, 2026, https://archives.christuniversity.in/items/show/24915.

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