The ANA to Provide Patent Troll Insurance

ANA Patent Infringement Defense Insurance now available to all ANA members

NEW YORK – August 11, 2015 – The ANA (Association of National Advertisers) has launched an insurance program to protect marketers against the expense of Patent Assertion Entities (PAEs), often known as “patent trolls.”

PAEs are firms with the sole business purpose of launching patent claims against targeted companies which can then cost millions of dollars of fees to defend.

In the adver­tising space, PAEs have been increasingly in the news by claiming ownership of many common advertising practices, including using QR codes to direct a mobile device user to web content and putting a store locator on a website.

To address this issue, the ANA is introducing a program to provide members with focused patent infringement defense insurance protection for marketing and advertising activities. The insurance will permit the insured party to challenge the validity of the patent, or otherwise defend against the assertion, with greatly reduced out-of-pocket expenses.

Bob Liodice, president and CEO of the ANA, commented: “Patent trolls have been a growing issue for in the advertising industry in recent years, costing advertisers and agencies millions of dollars in fees in order to avoid paying even more to defend themselves in court. In order to offer a level of protection to members, we are introducing ANA Patent Infringement Defense Insurance.”

The ANA’s Patent Insurance Program kicks off this week and full details of coverage is explained on the ANA’s website.

About the ANA
The ANA (Association of National Advertisers) provides leadership that advances marketing excellence and shapes the future of the industry. Founded in 1910, the ANA's membership includes more than 680 companies with 10,000 brands that collectively spend over $250 billion in marketing and advertising. The ANA also includes the Business Marketing Association (BMA) and the Brand Activation Association (BAA) which operate as divisions of the ANA, and the Advertising Education Foundation which is an ANA subsidiary. The ANA advances the interests of marketers and promotes and protects the well-being of the marketing community.