Professor Marlan published an article condemning the usage of the word “consumer” as a label for the public in trademark law.
UMass Law Professor Dustin Marlan published an article, Is the Word ‘Consumer’ Biasing Trademark Law?, in the Texas A&M Law Review. In his article, Professor Marlan examines how the mislabeling of the purchasing public as a singularly categorized “consumer” can be dehumanizing and even bias outcomes under the law. The article urges those involved in trademark and advertising law to re-evaluate their derogatory “consumer” labeling and acknowledge its biases.
The article has gained the praise of the World Trademark Review, which wrote an impressive review about Professor Marlan’s article. Professor Marlan also virtually presented the Texas A&M Law Review article to the Albany Law faculty as part of faculty workshop series.