The Ninth Circuit held that a claim for advertising injury was properly denied under the prior publication exclusion. Street Surfing, LLC v. Great Am. E&S Ins. Co., 2014 U.S. App. LEXIS 10737 (9th Cir. June 10, 2014).
Street Surfing began selling a two-wheeled, inline skateboard called the "Wave" in December 2004. By 2007, Street Surfing also sold and advertised accessories for the Wave, such as "Lime Green Street Surfing Wheels for The Wave," and the "New Ultimate Street Surfer Wheel Set."
Rhyn Noll, who owned the registered trademark "Streetsurfer," sued Street Surfing in June 2008, claiming trademark infringement, unfair competition and unfair trade practices. Street Surfing had known that Noll owned the "Streetsurfer" trademark since early 2005. In September 2008, Street Surfing submitted a claim for coverage to Great American and tendered Noll's complaint.
Great American denied the claim. The prior publication exclusion disclaimed coverage for advertising injury arising out of publication of material whose first publication took place before the beginning of the policy period. Great American's policies were in effect from August 2005 to September 2007.
Street Surfing settled with Noll and then sued Great American. The parties filed cross-motions for summary judgment. The district court held that the prior publication exclusion relieved Great American of any duty to defend. Street Surfing appealed.
The Ninth Circuit affirmed. It looked at extrinsic evidence of undisputed facts which conclusively eliminated a potential for liability. Street Surfing affixed its logo to the Wave before the Great American policy period commenced in August 2005. This constituted a notice broadcast to the general public about goods for the purpose of attracting customers, meeting the policies' definition of an advertisement. Because the logo advertisement predated coverage and used the term "Street Surfing," which the underlying complaint alleged was a wrongful use of Noll's advertising idea, "Streetsurfer," the prior publication exclusion applied to any injuries arising from affixing the logo on the Wave during the coverage period.
Further, Street Surfing's post-coverage advertisements were substantially similar to its pre-coverage advertisement. Therefore, the prior publication exclusion precluded coverage of the underlying action.