Sec. 16.103.  INJURY TO BUSINESS REPUTATION; DILUTION.  (a)  Subject to the principles of equity, the owner of a mark that is famous and distinctive, inherently or through acquired distinctiveness, in this state is entitled to enjoin another person's commercial use of a mark or trade name that begins after the mark has become famous if use of the mark or trade name is likely to cause the dilution of the famous mark.
(b)  For purposes of this section, a mark is considered to be famous if the mark is widely recognized by the public throughout this state or in a geographic area in this state as a designation of source of the goods or services of the mark's owner.  In determining whether a mark is famous, a court may consider factors including:
(1)  the duration, extent, and geographic reach of the advertisement and publicity of the mark in this state, regardless of whether the mark is advertised or publicized by the owner or a third party;
(2)  the amount, volume, and geographic extent of sales of goods or services offered under the mark in this state;
(3)  the extent of actual recognition of the mark in this state; and
(4)  whether the mark is registered in this state or in the United States Patent and Trademark Office.
(c)  In an action brought under this section, the owner of a famous mark is entitled to injunctive relief throughout the geographic area in this state in which the mark is found to have become famous before the use of the other mark.  If the court finds that the person against whom the injunctive relief is sought wilfully intended to cause the dilution of the famous mark, the owner shall also be entitled to remedies under this chapter, subject to the court's discretion and principles of equity.
(d)  A person may not bring an action under this section for:
(1)  a fair use, including a nominative or descriptive fair use, or facilitation of the fair use, of a famous mark by another person other than as a designation of source for the person's own goods or services, including a fair use in connection with:
(A)  advertising or promoting that permits consumers to compare goods or services; or
(B)  identifying and parodying, criticizing, or commenting on the famous mark owner or the famous mark owner's goods or services;
(2)  a noncommercial use of the mark;  or
(3)  any form of news reporting or commentary.
Amended by: 
Acts 2011, 82nd Leg., R.S., Ch. 563 (H.B. 3141), Sec. 1, eff. September 1, 2012.