In a recent decision, In re Raised Right Pets, L.P. (Aug. 3, 2026), the Trademark Trial and Appeal Board (TTAB or the Board) reversed a refusal to register the word mark RAISED RIGHT RR VETERINARY SUPPORT (VETERINARY SUPPORT disclaimed), finding that the applicant’s website specimen was acceptable to show use of the mark with pet food products.
The United States Patent and Trademark Office examiner had refused registration, arguing that the website was merely advertising because consumers had to navigate through five different webpages, only the first of which displayed the applied-for mark, requiring multiple “clicks” to purchase the pet food products. The Board disagreed, emphasizing that website specimens must be evaluated as a whole. It found that the mark appeared prominently alongside descriptions of the goods and was connected to a purchasing pathway that included ordering features such as a “buy a box” option, a shopping cart icon and product-selection buttons.
The decision serves as a useful reminder that a website can qualify as a “display associated with the goods” even when the purchasing process involves several “clicks,” provided the webpage (1) shows the goods, (2) associates the mark with those goods, and (3) provides a means for ordering them.
Key lessons for online sellers
- A product page does not need a “Buy Now” button on the exact same screen as the trademark. The Board found it sufficient that the mark appeared on the webpage and that consumers could move through the website’s purchasing process using features such as a shopping cart, drop-down purchasing options and product-selection buttons.
- The entire customer journey matters. When evaluating website specimens, the Board looked at the website as a whole rather than isolating a single webpage. If the pages collectively show the goods, the trademark and a mechanism for ordering the goods, the specimen may be acceptable.
- Marketing content alone is still not enough. The TTAB reaffirmed that “mere advertising” does not qualify as a specimen for goods. The website must be “of a point-of-sale nature” and provide a way for consumers to purchase the products.
- Website architecture can be flexible. Companies using multistep ordering processes, subscription models, configurators or product-selection workflows may have more comfort that their websites can support trademark use, provided the mark remains associated with the goods throughout the purchasing path.
The TTAB’s decision reflects the realities of modern e-commerce. A website can serve as an acceptable trademark specimen even when customers must navigate several pages before purchase, so long as the website clearly associates the mark with the goods and provides a path to order them. Brand owners should ensure their online product pages include both clear trademark use and purchasing functionality rather than relying solely on promotional content.
