When "Wants" and "Likes" Collide

Facebook is being sued by a Michigan company that claims that its "WANT" button is being infringed upon by the social media giant.

CVG-SAB, based in Farmington Hills, Michigan, owns the website wantbutton.com, and claims that it began marketing its button in September 2010, to allow consumers to keep a list of desired products and services online.  Tommy Bahama, Burlington Coat Factory and others are current customers of CVG-SAB.  

Facebook began using a "WANT" button that takes users to non-Facebook sites where they can purchase merchandise.  

The lawsuit claims that CVG-SAB has already experienced instances of actual consumer confusion, having allegedly received inquiries into whether the new Facebook platform is related to it.

In response, Facebook filed a counterclaim, alleging that the "want" button uses a common, everyday term that cannot be protected -- a difficult legal strategy to press, considering Facebook claims monopoly ownership of the "LIKE" button.