Does My Email Communication Constitute a Binding Agreement?

GT Law

In an era where the prevalence of email exchanges in the business arena is almost commonplace, clients and attorneys should be aware that a form of identification which could constitute their signature in an email, attesting to the substance of a negotiated settlement, may be considered a binding and enforceable stipulation of settlement under CPLR 2104.  Last month, a unanimous panel of the Appellate Division, Second Department, held, in Forcelli v. Gelco Corporation, 27584/08, that an agent for a vehicle insurer who sent an email message to plaintiff’s counsel, with her name entered at the bottom of the email, summing up the settlement terms in an automobile accident case, constituted “a writing subscribed by [client] or his attorney” as required under the statute.

The Forcelli case was brought by Mr. Forcelli and his wife for injuries Mr. Forcelli allegedly suffered in connection with a three-car accident on the Saw Mill River Parkway.  One of the cars was driven by the defendant Mitchell Maller who was driving a car owned by defendant Gelco Corporation.  In January 2011, Gelco and Maller (the “Gelco Defendants”) moved for summary judgment seeking dismissal of all claims.  In March 2011, the Gelco Defendants met with plaintiffs and their counsel for mediation.  Ms. Brenda Greene, a claims adjuster with the insurer of the Gelco Defendants’ vehicle, was also present and she informed Plaintiffs that she had authority to settle the case on behalf of her insured.  Although the mediation did not result in an immediate settlement, the parties continued their discussions and on May 3, 2011, Ms. Greene orally offered to settle the case for $230,000.  Plaintiffs’ counsel orally accepted the offer on behalf of the Plaintiffs.  Ms. Greene then sent an email message to Plaintiffs’ counsel memorializing the terms of the settlement.  On May 4, 2011, Plaintiffs signed a release in exchange for receiving the $230,000.  A few days later, on May 10, 2011, the Supreme Court issued an order granting the Gelco Defendants’ motion for summary judgment dismissing all claims against them.  After the Court’s decision, the Gelco Defendants took the position that there was no settlement finalized under CPLR 2104.  Plaintiffs moved to enforce the settlement agreement as set forth in Ms. Greene’s email message.

Writing for the unanimous panel, Judge Sandra Sgroi stated that “given the now widespread use of email as a form of written communication in both personal and business affairs, it would be unreasonable to conclude that email messages are incapable of conforming to the criteria of CPLR 2104 simply because they cannot be physically signed in a traditional fashion.”  Specifically, Judge Sgroi noted that the agent ended the email with the expression “Thanks Brenda Greene,” which “indicates that the author purposefully added her name to this particular email message rather than a situation where the sender’s email software has been programmed to automatically generate the name of the email sender….”  Judge Sgroi noted that Ms. Greene’s email message set forth the material terms of the settlement agreement and contained an expression of mutual assent.  Importantly, the settlement was not conditioned on any further occurrence and the record clearly demonstrated that Ms. Greene had apparent authority to settle the case on behalf of the insured.

Judge Sgroi cited to both First and Third Department decisions where those Courts came to the same conclusion.  In Williamson v. Delsener, 59 A.D.3d 291 (2009), the Appellate Division, First Department held that “emails exchanged between counsel, which contained their printed names at the end, constitute signed writings (CPLR 2104) within the meaning of the statute of frauds and entitle plaintiff to judgment.”  The First Department noted that the email communications evidenced that Delsener was aware of and consented to the settlement and there was no indication in the record that counsel was without authority to enter into the settlement.

Likewise, in Newmark & Co. Real Estate Inc. v. 2615 East 17 Street Realty LLC, 80 A.D.3d 476 (2011), which involved payment of a commission under a brokerage agreement, the First Department found that although the defendant did not sign the brokerage agreement sent by the plaintiff, there were several email communications, supported by other documentary evidence, which contained the terms of the brokerage agreement.  The Court stated that “an email sent by a party, under which the sending party’s name is typed, can constitute a writing for the purposes of the statute of frauds.”  The email agreement set forth all relevant terms of the agreement and thus “constituted a meeting of the minds.”

The Appellate Division, Third Department, held in Brighton Investment, LTD. v. Ronen Har-ZVI, 88 A.D.3d 1220 (2011) that “an exchange of emails may constitute an enforceable contract, even if a party subsequently fails to sign implementing documents, when the communications are sufficiently clear and concrete to establish such an intent.”  (internal citations omitted.)

While the law in this area is plainly evolving, clients and attorneys should be careful when setting forth terms of a settlement or conducting any sort of negotiations via email.  One simple suggestion that may reduce the risk that emails with typed signatures (or even a signature block) at the bottom may unintentionally create a binding agreement is to include in the email a form of disclaimer that the email is for negotiation purposes only and does not constitute or give rise to a binding legal agreement.  We certainly have not heard the last word on this subject.  It will be up to the Court of Appeals to render a decision that will hopefully give some degree of finality to the issue of whether name identification on an email constitutes the type of signature required for a binding settlement under CPLR 2104.

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How Your Practice Can Benefit From Twitter [INFOGRAPHIC]

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Twitter has released the results of a survey conducted by global research firm Market Probe International on how small businesses can benefit from having a presence on Twitter. The survey was split among U.S. and UK adults who currently follow small businesses on Twitter and found that these followers are much more likely to make a purchase from businesses they follow as well as recommend them to others.

Followers also have an emotional connection with the businesses they follow, and use Twitter as a way to provide their feedback and share information. This infographic from Twitter details the key takeaways from the survey:

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Search Engine Optimization (SEO): The Connection Between Being Found Online and Being Worth Finding

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According to a Legal Marketing Survey Report conducted by Avvo and Lexblog, the #1 legal marketing subject solo and small firm lawyers are interested in learning more about is search engine optimization (or “SEO”, in internet parlance).  Not how to build an online referral network, stay in better touch with existing clients using online tools or manage their online reputations, but SEO: a series of tools and tactics that attempt to ensure that a firm’s website is near the top of the search results when a potential client searches online for terms relevant to that firm’s practice.

This level of interest is not without reason.  The practice of law is competitive, and lawyers are competitive.  So there is little surprise that, say, a “Boston DUI Lawyer” would want to do whatever necessary to be at the top of the page whenever some poor unfortunate who has had a late-night run in with the BPD turns to Google or Bing looking for legal help.  But SEO is only one piece of the puzzle when it comes to client development online, and it helps to know what SEO can – and most likely cannot – do.

SEO’s Little Secret, and an Aside on SEM

Any busy practitioner has no doubt run across SEO consultants.  For a fee, these folks offer to help make lawyers and law firms more competitive when it comes to the web; i.e., likelier to rise higher in the search results.  It’s important to not confuse SEO experts with “SEM” consultants (although many times the same consultants sell both services).  Pitches along the lines of “get on the top of Google search results – guaranteed!” are based on SEM.  The technique has its place, but must be recognized for what it is:  Search Engine Marketing.  SEM consultants make their guarantee because they will buy ads on Google on a firm’s behalf.  That firm then appears – as an advertisement, not an organic result – on the top of whatever search results ads were bought for.  While it’s a surefire way to get noticed, it can also be very expensive, and requires at least as much thought and analysis as any other marketing campaign.

Unlike SEM, SEO involves making “fixes” to a site – and sometimes off-site strategies – rather than purchasing advertisements.  It’s important to think of SEO consulting as having two aspects:  A technical aspect, and a magical aspect.  There are many straightforward technical things that websites must have in place in order to put their best foot forward with the search engines.  Platforms – be they directories like Avvo and LinkedIn, social networks like Facebook or Twitter, or blogging services like WordPress and Typepad – have already taken care of this work, and those using these services benefit from the fact that their profiles or blogs will already be optimized for the search engines.  However, many lawyer and law firm websites fail on this count, and would absolutely benefit from this technical form of SEO help.

The “magical” side of SEO, however, involves the use of other techniques (examples include keyword stuffing and comment spam) in an attempt to take an otherwise search engine-friendly website and make it even more eye-catching to the Googles and Bings of the world.  Over the years, these tactics have yielded enough short-term successes and alignments of marketing spend with dumb luck to keep this side of the business alive.  But consider: Google tweaks its search algorithm over 500 times a year.  And it is a model of opacity when it comes to providing a peek under the hood at how its algorithm works.  Attempting to outwit Google takes a mix of wild guessing, cargo-cultism and blind faith.

And websites do sometimes get lucky, for a while, by frolicking in the magical end of the SEO pool. But they do not fool or outsmart the search engines for long.  Google and Bing are constantly optimizing for – and throwing billions of dollars and thousands of uber-bright minds against – a goal of returning the most relevant search results.  Period.  Assuming a lawyer’s site has already got its technical SEO house in order, the best technique to do better in the rankings is to give the engines what they want:  better, more relevant content.  And the good news is that this is exactly what potential clients want as well.

Standing Out Once You’re Found

This should be a perfect alignment: Potential clients are looking for in-depth information about lawyers and legal problems, and the search engines strive to surface such content.  So why are so many lawyer websites replete with stiffly-worded bios and empty platitudes about the law and legal practice?  Why is there so little substance and personality to be found?

The legal marketplace is competitive, and competence is only the price of admission.  Lawyers and firms that not only want to be found online, but to be selected online, must do more than cite their impressive credentials and wait for the phone to ring.  Here are some high-level starters:

  • Claim online real estate.  Lawyers must let clients find out about them, in depth, wherever they might be looking – directories, social media, etc.  And all of those places can link back to a law firm website.
  •  Lead with passion.  No firm should be satisfied with a by-the-book, resume-format website.  Lawyers who succeed talk about why they love the law, how they make a difference for their clients, what makes them different from all of the other lawyers out there.
  • Write and connect.  Enough with the dry case summaries or (god forbid) lists of local accidents designed for “keyword optimization” purposes. The best material online is crisp, relevant pieces that potential clients or referral sources will want to read or share.

There’s no disputing the superficial appeal of “magical” SEO solutions. But, ultimately, what the search engines are optimized to find – AND what potential clients want to read – is deeply relevant, authentic and differentiated content.  Firms that relentlessly focus on providing that kind of value will be the winners online.

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How Your Practice Can Benefit From Twitter [INFOGRAPHIC]

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Twitter has released the results of a survey conducted by global research firm Market Probe International on how small businesses can benefit from having a presence on Twitter. The survey was split among U.S. and UK adults who currently follow small businesses on Twitter and found that these followers are much more likely to make a purchase from businesses they follow as well as recommend them to others.

Followers also have an emotional connection with the businesses they follow, and use Twitter as a way to provide their feedback and share information. This infographic from Twitter details the key takeaways from the survey:

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Are You Waiting to Make Valuable Investments for Your Law Firm?

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At the end of each year, most law firms balance their books and assess the dollars they have spent on advertising and marketing. Every year, many law firms are surprised to see that their returns from carefully planned marketing campaigns have only broken even or produced a minimal return on their investment.

Many lawyers are still pushing hundreds of thousands of dollars into obsolete advertising channels. For example, most law firms have realized that YellowPages advertising is no longer effective. Yet many lawyers continue to advertise in YellowPages directories. With the exception of some rural market areas, most of those yellow page advertising lawyers are continually disappointed that their office phones remain silent. A majority of our clients have virtually stopped all paid yellow page directory advertising.

Similarly, many lawyers have expressed dissatisfaction with their television advertising. The way consumers watch television has changed, especially in the past several years. This trend has been hastened by the advent of new technologies. Netflix and Hulu allow viewers to watch their favorite shows without tuning into a television station. DVR allows television viewers to fast-forward through commercials. According to Motorola’s recent Media Engagement study, more than one-third of weekly TV viewing by Americans is pre-recorded. Roughly three-quarters pre-record their shows to skip advertisements.

With these trends and technologies in place, many of your prospective clients will not see your law firm’s commercial spots. Additionally, most of our Consultwebs clients find that the cost per case for TV is typically four to six times higher than for SEO/organic marketing and fifty to one hundred percent higher than pay per click (PPC) or AdWords advertising.

Are you waiting to make valuable investments for your firm?

Armed with data to guide your decisions, you do not have to wait to invest in Web marketing.  Web marketing has a proven track record of strong ROI. To effectively manage your marketing dollars, your firm must know the return on investment (ROI) from each marketing effort you employ. By consulting the data, you will be poised to make the best decisions for your law firm’s marketing efforts.

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White House Previews List of Incentives to Support Adoption of its Cybersecurity Framework

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As its latest step in a broader effort to prioritize cybersecurity, the White House released last week a list of possible incentives that may be offered to companies that own or operate critical infrastructure systems and assets to encourage adoption of a national Cybersecurity Framework, scheduled for release in February 2014. The list of possible incentives—which the Departments of Homeland Security, Commerce, and Treasury identified in response to a February 12, 2013 Executive Order—includes grants, liability limitation, public recognition, and cybersecurity investment rate recovery, among others. Some of the identified incentives could be created from existing federal agency authorities, while others would require legislative action from Congress. Over the next few months, agencies will seek input from critical infrastructure stakeholders in examining their preliminary lists and determining which to implement and how.

In the same February 12, 2013 Executive Order, the President directed the National Institute of Standards and Technology (NIST), an agency of the Department of Commerce, to lead the development of a national Cybersecurity Framework to reduce cyber risks to critical infrastructure. The President called for the Framework to include a set of standards, methodologies, procedures, and processes that align policy, business, and technological approaches to address cyber risks, and directed NIST to incorporate voluntary consensus standards and industry best practices to the fullest extent possible. NIST released a draft outline of the Framework on July 1, 2013, and a full draft of the Framework is scheduled for release in October.

Exactly how the Cybersecurity Framework will interact with or complement the North American Reliability Corporation (NERC) Critical Infrastructure Protection (CIP) standards is unclear. The Cybersecurity Framework is intended to provide cross-sector security standards, while the NERC CIP standards were developed by, and for the use of, the electricity sub-sector. The Administration intends for NIST to consult its peers, as the President directed the Secretary of Homeland Security to “engage and consider the advice” of sector-specific and other relevant agencies. The Secretary must also identify areas for improvement that should be addressed through future collaboration with particular sectors and standards-developing organizations, which would presumably include NERC. Whether NERC has been consulted and how their input thus far has been considered is unclear.

In its draft outline of the Cybersecurity Framework, NIST indicates that the voluntary program is intended to complement rather than to conflict with current regulatory authorities, and the draft compendium, attached to the outline, includes reference to the NERC CIP Standards. In fact, NERC submitted comments in response to NIST’s February 26, 2013 Request for Information seeking input to help shape the draft Framework. However, the content of the Framework is still unknown, and until the draft is released in October, the exact relationship between the two sets of standards remains uncertain. In the meantime, as NERC stated in its comments to NIST, NERC feels strongly that a second set of potentially conflicting or redundant standards could create undue hardship on the electricity sub-sector. NERC also stated that, “while a framework of cybersecurity standards that is applicable to all sectors is possible, the framework may need flexibility to have certain common elements to be valuable or effective. Some sectors, such as the electricity sub-sector, are far more advanced in their cybersecurity efforts; other sectors may need time to meet minimum (voluntary) standards. The framework must build on existing standards and programs to develop a comprehensive approach to cybersecurity.”

As national-level cybersecurity efforts have progressed this year, so have NERC’s efforts to improve the CIP standards. NERC Reliability Standards are generally written as performance standards; that is, they prescribe a measurable end-state or goal, and attempt to remain technology- and method-neutral. However, utilities widely criticized earlier versions of the standards as being focused primarily on compliance documentation as opposed to security principles. With input from stakeholders, NERC significantly revised its CIP standards in Version 5, which were filed with FERC on January 31, 2013. Much of industry considers the revised CIP program to be an improved framework for critical asset cybersecurity protection, with a renewed risk-based focus on security. NERC stated that it stands ready to share its industry-driven approach with NIST as it endeavors to develop the Cybersecurity Framework.

Google, Yahoo, and Ad Networks Agrees to Set of Best Practices to Combat Online Piracy

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The United States Intellectual Property Enforcement Coordinator Victoria Espinel recently blogged about a new effort to combat online piracy of intellectual property.  The broad-based effort attempts to leverage the participation of several large internet/publishing companies (GoogleYahooMicrosoft, AOL and Condé Nast), advertising networks (24/7 MediaAdtegrity) and the Interactive Advertising Bureau.  The parties have agreed to voluntarily adopt a set of best practices to remove advertising from websites that are primarily engaged in copyright piracy (movies, video games, music, books, etc.) or selling counterfeit goods.

In addition to efforts by companies to combat a similar problem using the Copyright Alert System, which we have previously covered, the current agreement takes aim at shutting down the profitability (and it is hoped, the major incentive) of these piracy websites to attenuate their proliferation.

The parties have agreed to implement these procedures and establish a system whereby a rights holder will send an initial informal complaint to one of the participating ad networks alleging that the website at issue is “principally dedicated to” engaging in copyright piracy and/or counterfeiting goods.  Further, the website must have no “substantially non-infringing uses.”  Upon receipt of a complaint, the ad networks will investigate and determine whether to take action, which can range from requesting the website cease from engaging in the alleged activity, to an embargo on advertisements placed by that ad network on the website until such time as the alleged violations are removed, or ultimately, removing the website from the ad network altogether.  While not required to, the ad network may also consider any evidence provided by the website owner that it is either not principally dedicated to counterfeiting or copyright piracy, or has substantial non-infringing uses.  Any such “counter notice” should include the content prescribed in the Digital Millennium Copyright Act (17 U.S.C. §512(g)(3)).  In addition, the participating ad networks will be certified by the Interactive Advertising Bureau’s Networks and Exchanges Quality Assurance Guidelines.

It is important to note that the burden to initiate the process is squarely on the rights holder, the guidelines explicitly noting that (i) there is no burden on the ad networks to police or actively monitor the websites on which their ads are placed; and (ii) by participating in this program, the ad networks do not prejudice their ability to maintain any “safe harbor” status they may otherwise be entitled to.

These best practices certainly have the critical mass to succeed.  The critical question, however, will be the quality of the analysis by the ad networks in response to allegations of piracy or counterfeiting, and the efficacy of this avenue of redress as perceived by the rights holders.  Regardless, this agreement, which may be refined going forward, is another step towards alleviating some of the pressure search engines have been under recently to take more proactive steps toward protecting intellectual property.

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How to Be Found by Prospects That Are Looking for a Lawyer

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Most people take a four-step approach when choosing an attorney, and this has been validated by recent research.

Savvy attorneys know they need to be accessible at each step in the decision process; here’s how:

Step 1: Information Gathering. Most people turn to the Internet to gather information and you need to be there to answer their questions via a blog or your website. You should have content that specifically addresses the type of situation that would lead someone to hire you and/or why they need legal counsel for their particular problem.

Step 2: Search. An active presence on social networking sites as well as your blog and website can help lead prospects to your door. Many may ask their Facebook friends for recommendations or turn to other social media sites for information about specific firms, so you need to be there.

Step 3: Validation. Having good reviews and posting testimonials (if your state bar allows it) on your website and blog will help put you front and center during the validation process. Don’t forget to beef up your profiles on Avvo, Lawyers.com and other directories as well as LinkedIn.

Step 4: Selection. Offer free consultations at every opportunity and when someone calls your office, return the call immediately. One attorney asked if two days was too long to return a call from a prospect – the answer is, definitely! Research shows that a hot lead can turn cold in as little as five minutes, so if you can’t get to them quickly, make sure someone else in your office can or that you have an automated system to follow up immediately.

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3 Ways to Raise Your Revenues In the Next Year

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1. Increase your Conversion Rates

One of the best ways to generate more revenue is by increasing your conversion rates at each stage. Conversion starts the moment an interested prospect contacts your law firm. How many of those people turn into appointments? That’s part of conversion. Start there by finding ways to increase the percentage of leads that turn into appointments. By increasing that number by just 10% you can radically improve your revenues!

The Rainmaker Institute builds customized lead conversion systems for law firms. These systems automate your conversion process and helps to increase your conversion rate at every stage. You can also get a clear picture of which types of leads are the most profitable for your firm.

2. Raise Your Rates

I understand we are still in a difficult economy. However, unless you are already charging near the top 20% of prices in your practice area, I find that most of the small practitioners I consult with can immediately increase their prices by 10-30%. I had a dozen clients who did that last year, including a criminal defense attorney who went from charging $275 per hour to $395 per hour! By the way, he now has more work than he can handle and has had to hire two more attorneys.

In our example above, by moving from an Average Client Worth of $2,000 per client to just $2,500 you would only need 1,015 leads per year, a 20% decrease. This is often the fastest way to get to your goals.

3. Increase Repeat Business

Yes, I know this is a mantra in the legal industry, but most law firms do not have any specific plans for doing so. On average, acquiring a new client will cost your law firm almost 10 times as much as obtaining repeat business from an existing client!

One of the most effective ways to do this is with a monthly e-Newsletter. Recently I asked a room of over 40 attorneys from small firms how many of them received newsletters, either electronic or print, from other professionals. Most of them raised their hands. Then I asked them, how many of you send out a newsletter to your prospects, clients, and referral sources?  Only 3 of them raised their hands!

One of the laws of marketing is “out of sight is out of mind.” If you don’t keep in touch with your prospects, clients and referral sources someone else will. The number one reason why you aren’t receiving more repeat business from your former clients is lack of connection-you haven’t stayed in touch with them. Make a commitment to change that!

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Zappos and It's Effect On "Browswrap" Agreements

Lewis & Roca

Key Takeaways For An Enforceable Terms of Use Agreement

In light of the recent Nevada federal district court decision In re Zappos.com, Inc., ‎Customer Data Security Breach Litigation, companies should review and update their ‎implementation of browsewrap agreements to ensure users are bound to its terms. MDL No. ‎‎2357, 2012 WL 4466660 (D.Nev. Sept. 27, 2012).

A browsewrap agreement refers to the online Terms of Use agreement that binds a web ‎user merely by his continued browsing of the site, even when he is not aware of it. Any ‎somewhat experienced web user is no stranger to the Terms of Use link that leads to the ‎browsewrap agreement. Yet, the users tend to ignore the link’s existence, and rarely think of it ‎as a “contract” with any practical effects. In Zappos, the court questioned the browsewrap ‎agreement’s validity particularly because of this tendency among web users. The court ruled the ‎arbitration clause in Zappos’ browsewrap Terms of Use was unenforceable because the users did ‎not agree to it and Zappos had the right to modify the terms at any time. ‎

Background of the Case

Founded in 1999, Zappos.com is a subsidiary of Amazon.com and one of the nation’s ‎biggest online retailers for footwear and apparel. Currently headquartered in Henderson, ‎Nevada, the company has more than 24 million customer accounts. In mid-January 2012, its ‎computer system experienced a security breach in which hackers attempted to access the ‎company’s customer accounts and personal information.

After Zappos notified its customers about the incident, customers from across the country ‎filed lawsuits against Zappos, seeking relief for damages arising from the breach. The cases were ‎transferred to and consolidated in Nevada. Zappos then sought to enforce the arbitration clause ‎contained in its Terms of Use, which would stay the litigation in federal court and compel the ‎case for arbitration. The court denied Zappos’ motion on two grounds: there was no valid ‎agreement to arbitrate due to the lack of assent by the plaintiffs and the contract was ‎unenforceable because it reserved to Zappos the right to modify the terms at any time and ‎without notice to its users.

Lessons Learned from the Browsewrap

Mutual Assent Must Be Clear 

Arbitration provisions are a matter of contract law, and the traditional elements of a ‎contract must be met even though Zappos’ Terms of Use was presented in electronic, ‎browsewrap form on the website. An essential element of contract formation is mutual assent by ‎the parties to the contract, which the court found was missing in this case as there was no ‎evidence of the plaintiffs’ assent.

The court compared the browsewrap agreement with another popular form of online terms ‎of use agreement, the “clickwrap” agreement. Clickwrap agreements require users to take ‎affirmative actions, such as clicking on an “I Accept” button, to expressly manifest their assent to ‎the terms and conditions.‎

Since Zappos’ browsewrap agreement did not require its users to take similar affirmative ‎action to show their assent to the terms and conditions, there was no direct evidence showing ‎that the plaintiffs consented to or even had actual knowledge of the agreement, including the ‎arbitration clause.‎

Link It Front and Center 

Furthermore, the court found Zappos’ Terms of Use hyperlink was inconspicuous and ‎thus did not provide reasonable notice to its users. The link was a) “buried” in the middle or ‎bottom of each page and became visible when a user scrolls down, b) appeared “in the same size, ‎font, and color as most other non-significant links,” and c) the website did not “direct a user to ‎the Terms of Use when creating an account, logging in to an existing account, or making a ‎purchase.” The court concluded that under ordinary circumstances, users would have no reason ‎to click on the link.‎

Unilateral Right to Modify or Terminate Won’t Work

Another problem with Zappos’ browsewrap agreement was that it was illusory and thus ‎unenforceable. In the agreement, the company “retain[ed] the unilateral, unrestricted right to ‎terminate the arbitration agreement” and had “no obligation to receive consent from, or even ‎notify, the other parties to the contract.” Users would unsuspectingly agree to the changes by ‎continuing to use the site. Under this provision, Zappos could seek to enforce the arbitration ‎clause, as it did here, or not enforce it by modifying the clause without notice to its users when it ‎was no longer in its interest to arbitrate. In either circumstance, the users would still be bound to ‎the agreement.

Implications for Companies

As a result of this decision, companies should carefully reassess the display and content ‎of the online terms of use they adopt to ensure their enforceability. In a narrow sense, the ‎decision means an arbitration clause in a browsewrap agreement similar to Zappos’ may be ‎deemed unenforceable. More broadly, this decision threatens the validity and enforceability of ‎other terms and conditions contained in a browsewrap agreement, which may deprive the ‎company of the agreement’s protection and favorable terms. ‎

Clickwrap agreements seem to provide the solution to Zappos’ problem. The court ‎suggested a clickwrap agreement could obtain a user’s assent to the terms and conditions. A ‎company may implement the clickwrap agreement through account registration or purchase ‎check-out, tailored to the nature of the company’s business and user interaction. The system may ‎require a user to click “I Accept” to secure the user’s assent to be bound by the agreement before ‎he can proceed further on the website. ‎

On the other hand, the court did not conclude that browsewrap agreements are never ‎enforceable. Other courts have held that browsewrap agreements are generally enforceable. ‎Enforceability largely depends on how the company presents the link and terms to the users such ‎that the users would have reasonable notice of the information. Accordingly, a browsewrap ‎agreement may be enforceable if the hyperlink is conspicuously located and displayed. ‎

In addition, companies should communicate and secure a user’s assent to any ‎modification when the user has previously accepted the terms and conditions. The user may ‎consent through another clickwrap agreement showing the modified terms. With a browsewrap ‎agreement, notice of the changes should, at the minimum, be conspicuously displayed on the ‎webpage. ‎

What This Means 

The Zappos decision reflects a change in the public policy on web activities, and users ‎who do not affirmatively agree to the online Terms of Use may no longer be bound. Consumers ‎are increasingly turning to the web for goods and services. In reaction, courts are beginning to ‎look closer into the transactions and resulting issues that occur online. In this process, courts are ‎testing and requiring new standards for these Terms of Use agreements. Companies should be ‎aware of the court’s evolving attitude towards the different types of agreements. You are ‎encouraged to seek legal guidance to properly adapt your implementation of Terms of Use ‎agreements. Failure to update your Terms of Use agreements may leave you exposed to ‎unfavorable terms that the Terms of Use is designed to prevent.‎