A company in the US called Meta has launched a lawsuit against Meta for calling itself Meta.
Yes, we are staring down the barrel of a legal Meta-ception.
Facebook famously revealed in October last year that it would be rebranding as Meta to fully encapsulate all the projects they had in their arsenal.
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While that was all well and good for the social media and tech company, the name change has upset an installation-art company called META.
The art company said they have poured their 'blood, sweat and tears' into their brand and they're not happy in the slightest that one of the biggest names in tech now has the same name.
In a post on their website, META said: "Amid the challenges of the pandemic and its impact on the experiential space, we were putting the finishing touches on our new initiative, UNREALITY.
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"Then, one of the most powerful companies in the world took our identity without notice.
"After eight months of trying to negotiate with Facebook in good faith to no avail, we were left with no choice but to file a lawsuit against them.
"The lawsuit alleges that Facebook infringed META’s federally registered trademarks and common law trademark rights, and engaged in egregious acts of unfair competition."
META says Facebook Meta has 'blatantly seized our IP and use it in the same spaces we have operated in for more than a decade'.
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They say Facebook rebranding to Meta will likely confuse META's existing and future clients as they might think they are working for the social media company, according to The Verge.
The installation-art company deals in stage, project and lighting design; augmented and virtual reality; fashion shows, 3D printing and loads more.
They are also concerned about how they'll operate when Facebook Meta launches their virtual reality space in the metaverse.
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"This lawsuit is bigger than our company. The outcome will have major implications for the protection of intellectual property rights as the Web2 and Web3 ecosystems evolve," META wrote.
"Today, we take a stand for the future of our industry—to ensure that intellectual property rights are recognized, protected, and respected.
"Whether you’ve been with us from the beginning or are new to our industry, our DNA has always been the same: we have been META since 2010, empowering creators and pioneering creator-driven immersive experiences."
They added: "This case is about Facebook taking accountability for its actions and committing to move forward ethically and equitably in the revolutionary industry that we have all, together, created.
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"This will be an arduous journey, and we appreciate your support."
Topics: Facebook, Technology
Stewart Perrie