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From License Agreement to Regulated Relationships: the Accidental Franchise

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From License Agreement to Regulated Relationships: the Accidental Franchise American Bar Association 32nd Annual Forum on Franchising FROM LICENSE AGREEMENT TO REGULATED RELATIONSHIPS: THE ACCIDENTAL FRANCHISE Kenneth R. Costello Beata Krakus and Kristy L. Zastrow October 14-16, 2009 Westin Harbour Castle Toronto, Ontario ©2009 American Bar Association Table of Contents I. INTRODUCTION ..............................................................................................................1 II. DEFINITION - KEY ELEMENTS UNDER DIFFERENT STATUTES ............................... 1 A. Franchise Laws - The Elements of a Franchise ................................................... 1 1. The Amended FTC Rule ........................................................................... 1 2. The Definition of Franchise under State Laws .......................................... 2 3. The Elements of a “Franchise” under Federal and State Law .................. 2 a. Trademark Association .................................................................2 b. Significant Control or Assistance Concerning Franchisees Method of Operation, Marketing Plan or Community of Interest ................ 4 i. Significant Control or Assistance ......................................4 ii. Marketing Plan/Community of Interest ..............................6 c. Fees............................................................................................... 8 4. Exemptions, Exclusions and Jurisdictional Issues .................................. 10 a. Specific exemptions ....................................................................11 i. Federal............................................................................. 11 ii. State................................................................................. 14 b. Jurisdictional issues: scope of franchise laws ............................. 15 5. Differences Between the Scope of State Disclosure Laws and Relationship Laws.................................................................................... 16 B. Business Opportunity Statutes - The Elements................................................... 19 1. Introduction.............................................................................................. 19 2. The Elements...........................................................................................20 a. Goods / Services.......................................................................... 21 b. Starting a Business...................................................................... 21 c. Fee / Payment of Consideration .................................................. 21 d. Representations ..........................................................................22 C. Industry Specific Statutes ................................................................................... 23 1. Automobile Dealer’s Day in Court Act .................................................... 23 2. State Motor Vehicle Dealer Acts ............................................................. 24 3. Petroleum Marketing Practices Act ......................................................... 24 4. Beer & Wine Distributors ........................................................................ 25 5. Farm Implement and Heavy Equipment Dealers .................................... 25 III. STRUCTURING TO AVOID FRANCHISE AND BUSINESS OPPORTUNITY LAWS ............................................................................................................................ 26 A. Alternative Relationship Models ......................................................................... 26 1. Joint Ventures/Partnerships ....................................................................27 2. True License Arrangements ...................................................................29 3. True Distributorships ...............................................................................31 IV. CONSEQUENCES OF NON-COMPLIANCE .................................................................32 A. Litigation .............................................................................................................32 1. Statutes ..................................................................................................32 a. FTC Franchise Rule ....................................................................32 b. State Franchise Statutes .............................................................33 c. Little FTC Acts ............................................................................35 d. Business Opportunity Statutes ....................................................35 B. Effect on System and Growth ............................................................................. 36 V. CONCLUSION ...............................................................................................................36 - 2 - 12626342\V-1 I. INTRODUCTION As the old adage goes, “If it walks like a duck and quacks like a duck, it is a duck,” the same holds true in franchise law if a business relationship meets the three-prong test for a franchise. Regardless of what the parties call the relationship, it is a franchise. The temptation of avoiding franchise laws seems to be as prevalent among business owners as their desire to franchise their business. With franchise laws on the books at the federal level, and, in many states at the state level, avoiding the laws and rules that exist is no easy matter. This paper will explore the various laws that would-be franchisors need to be aware of at different stages of their franchise relationship such as state and federal disclosure laws, state relationship laws, as well as industry specific franchise laws and business opportunity laws. It will look at alternative distribution models that are similar to franchising and look at the potential pitfalls of those models. It will also explore the consequences of non-compliance. II. DEFINITION—KEY ELEMENTS UNDER DIFFERENT STATUTES A. Franchise Laws - The Elements of a Franchise 1. The Amended FTC Rule In 1971, the Federal Trade Commission (“FTC”) initiated a rule-making procedure in order to combat rampant fraud that was occurring in the 1950s and 1960s by some “fly-by- night” franchisors.1 As a result, the “Original” FTC Rule became effective in 1979.2 The Original FTC Rule covered both “franchises” and “business opportunities.”3 In 1995, the FTC began regulatory review of the Original FTC Rule, and, as a result, the “Amended” FTC Rule became effective July 1, 2007. Franchisors were required to comply with the Amended FTC Rule by no later than July 1, 2008. The Amended FTC Rule focuses exclusively on franchises, and the portions of the Original FTC Rule relating to business opportunities have been split into a separate FTC Rule applicable only to business opportunities.4 While there is no uniform definition of “franchise,” the Amended FTC Rule’s definition, which remained largely the same as the definition included in the Original FTC Rule, is consistent with the principles underlying the states’ various definitions of “franchise.”5 However, the new definition of “franchise” did affirm case law on two concepts: (1) regardless of the names or labels used, if a relationship meets the required elements, it constitutes a franchise; and (2) if the franchisor represents that the relationship being offered has the characteristics of a franchise, the relationship constitutes a franchise, even if the franchisor never performs as represented. 1 DAVID J. KAUFMANN AND DAVID W. OPPENHEIM, FTC DISCLOSURE RULES FOR FRANCHISING AND BUSINESS OPPORTUNITIES 11 (Wolters Kluwer Law & Business 2007). 2 16 C.F.R § 436 (1979). 3 16 C.F.R § 436 (2007) (replaced by the amended FTC Rule on July 1, 2007 (the “Amended FTC Rule”) with continued use of the “Original” FTC Rule permitted until July 1, 2008). 4 16 C.F.R Part 436 (2007). Business opportunities are now governed by their own rule essentially containing the same provisions as the Original FTC Rule, 16 C.F.R Part 437 (2007) - Disclosure Requirements and Prohibitions Concerning Business Opportunities. 5 The Statement of Basis and Purpose for the Amended FTC Rule, 72 Fed. Reg. 61, 15444-15492 (March 30, 2007), Bus. Franchise Guide (CCH) ¶ 6050. 12597833\V-13 Specifically, under the Amended FTC Rule, a “franchise” is defined as: any continuing commercial relationship or arrangement, whatever it may be called, in which the terms of the offer or contract specify, or the franchise seller promises or represents, orally or in writing, that: (1) The franchisee will obtain the right to operate a business that is identified or associated with the franchisor's trademark, or to offer, sell, or distribute goods, services, or commodities that are identified or associated with the franchisor's trademark; (2) The franchisor will exert or has authority to exert a significant degree of control over the franchisee's method of operation, or provide significant assistance in the franchisee's method of operation; and (3) As a condition of obtaining or commencing operation of the franchise, the franchisee makes a required payment or commits to make a required payment to the franchisor or its affiliate.6 2. The Definition of Franchise under State Laws State franchise acts’ various definitions of “franchise” are similar to the definition in the Amended FTC Rule, with a slight variation of the second element (the control/marketing plan element). While the Amended FTC Rule speaks of the authority of the franchisor to exert control or provide significant assistance over the franchisee’s
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