Wilson v. Ancestry.com LLC

District Court, S.D. Ohio·Decided August 27, 2024·No. 2:22-cv-00861·Unknown

Opinion

UNITED STATES DISTRICT COURT SOUTHERN DISTRICT OF OHIO EASTERN DIVISION

JOHN WILSON, on behalf of himself and all others similarly situated,

Plaintiff, Case No. 2:22-cv-861 v. JUDGE EDMUND A. SARGUS, JR. Magistrate Judge Kimberly A. Jolson

ANCESTRY.COM LLC, et al.,

Defendants.

OPINION AND ORDER This matter is before the Court on Plaintiff John Wilson’s Motion for Class Certification (ECF No. 70), Defendants Ancestry.com Operations Inc., Ancestry.com Inc., and Ancestry.com LLC’s (collectively, “Ancestry”) Motion to Exclude Plaintiff’s Expert (ECF Nos. 78, 79), and Ancestry’s Motion for Summary Judgment (MSJ, ECF No. 80). For the reasons below, the Court GRANTS Ancestry’s Motion for Summary Judgment, DENIES as moot Wilson’s Motion for Class Certification, and DENIES as moot Ancestry’s Motion to Exclude Plaintiff’s Expert. BACKGROUND I. Factual Background This case concerns how Ancestry—a subscription-based genealogical company—uses a person’s yearbook records to market its services. A. Ancestry’s Marketing Techniques As the Court articulated in its Motion to Dismiss, Wilson alleged that Ancestry used three advertising techniques, without his consent, to encourage viewers to subscribe to Ancestry’s online website database of personal records: First, via Ancestry’s publicly accessible landing page, any visitor may search for any person by name and location. (Compl. ¶ 6, ECF No. 1.) Upon returning a search for Wilson or any proposed class member, Ancestry retrieves a list of corresponding yearbook photographs accompanied by promotional text urging the visitor to “Sign Up Now” for a subscription. (Id.) The promotional text further encourages purchase of a subscription by promising that “There’s more to see” about the searched individual, including higher-resolution photographs and additional personal information, such as the individual’s city of residence, estimated age, and high school graduation year. (Id.)

As for the second advertising technique, Ancestry sends promotional emails and onsite messages to users who have not yet subscribed and who may be related to Wilson or a proposed class member. (Id. at ¶¶ 7, 38.) Wilson alleges that these emails and messages use his and the proposed class members’ names and identities, referencing one promotional email with the subject line “What should you explore next for [proposed class member]?” (Id.) The body of the email provides a link, and if the recipient follows the link, he or she is taken to a webpage asking him or her to subscribe to Ancestry.com. (Id.)

In the third advertising technique, Ancestry allows users to enroll in a two-week free trial membership during which users have full access to Ancestry’s services. (Id. at ¶ 8.) These users may search for, view, print, and share Wilson and other proposed class members’ personal information. (Id.) As alleged, Ancestry’s “sole purpose” in granting free-trial users access to Wilson and the proposed class members’ personal information is to solicit the purchase of paid memberships. (Id.)

(Order, ECF No. 41, at PageID # 405.) The Court will refer to these techniques as “Pop-Up’s,” “Hint Emails,” and the “Free Trial” technique, respectively. Wilson’s Complaint alleges that Ancestry used these three techniques in violation of the Ohio Right to Publicity Statute (“ORPS”) and common law invasion of privacy. Ancestry submits the sworn declaration of its Vice President of Global Content, Todd Godfrey, to explain these three advertising techniques in more detail. (Godfrey Decl., ECF No. 80-2.) Godfrey explains that Ancestry permits website visitors to search for a person’s yearbook records. (Id. ¶ 3.) Ancestry does not keep search results in a static form, instead generating results lists in response to a visitor’s search. (Id. ¶¶ 4–8.) Once the list is created, a visitor must hover their mouse over the “view records” link on a search result to generate a Pop-Up. (Id. ¶¶ 10–11.) Without hovering over the “view records” link, the Pop-Up does not exist. (Id.) Godfrey also explains how Hint Emails work. A Hint Email is generated only when a website visitor signs up for an Ancestry account—whether a free trial or paid subscription—and

adds a person to his or her family tree. (Id. ¶ 12.) B. Wilson’s Records Along with explaining how these Ancestry marketing techniques work, Godfrey reviewed how and whether Wilson’s records were used in conjunction with these three techniques. Godfrey determined that Ancestry’s use of Wilson’s likeness differs from the actions alleged in Wilson’s Complaint. Godfrey declares that these three commercial uses never occurred. (Godfrey Decl., ECF No. 80-2.) He declares that “[n]one of [Wilson’s] five yearbook records . . . were ever interacted with in a search results list (such that a ‘pop up’ bubble or prompt to sign up could not have been generated) or accessed in part or in full by any free trial or other non-paying user other than plaintiff’s own counsel.” (Id. ¶ 16.) Thus, Godfrey implicitly concedes that

Ancestry displayed Wilson’s yearbook records in a search results list, but declares that no Pop-Up used Wilson’s image or likeness. (See id. ¶¶ 15–16.) He further declares that Wilson’s yearbook records have never been the subject of a Hint Email. (Id. ¶ 15.) II. Procedural Background The Court denied Ancestry’s Motion to Dismiss. (Order, ECF No. 41.) The Court ruled that Wilson had standing to pursue his claims, specifically rejecting Ancestry’s argument that Wilson had not suffered an “injury in fact.” (Id. at PageID # 414–15.) The Court held that Wilson’s alleged injury from Ancestry’s misappropriation of his persona to promote paid subscriptions was sufficient to confer Article III standing. (Id. at PageID # 415.) The Court found that Wilson did suffer an injury in fact because, taking Wilson’s allegations as true, Ancestry used his persona for a commercial purpose in violation of Ohio’s right of publicity statute and common law claim for misappropriation of name and likeness. (Id. at PageID # 415–16.) The Court also rejected Ancestry’s argument that Wilson did not state plausible claims for

relief. The Court found that Wilson plausibly alleged that “Ancestry’s advertisements directly use Wilson’s persona when soliciting paid subscriptions.” (Id. at PageID # 418.) The Court based its ruling, in part, on the allegation that “Ancestry publicly displays Wilson’s yearbook photo alongside an on-screen message promising the user that ‘[t]here’s more to see’ about Wilson while also prompting the user to ‘Sign Up Now’ for a paid subscription.” (Id. (citing Compl., ECF No. 1, ¶¶ 34–35).) Further, the Court held that “Ancestry’s practice of using Wilson’s persona to solicit paid subscriptions plausibly demonstrates that Wilson’s persona has commercial value.” (Id. at PageID # 419.) The Court reached its decision by accepting as true Wilson’s allegations and arguments that “Ancestry’s advertisements directly associate [his] name, photograph, and persona with the

purchase of a website subscription.” (Pl. Resp. to Mot. to Dismiss, ECF No. 29, at PageID # 209– 10; see also Compl., ECF No. 1.) Three motions are now pending before the Court. Wilson moved for class certification. (ECF No. 70.) At the same time Ancestry opposed class certification (ECF No. 81), it moved to exclude Wilson’s expert testimony in support of class certification (ECF No. 78) and moved for summary judgment (Def. MSJ, ECF No. 80). Wilson responded in opposition to Ancestry’s summary judgment motion (ECF No. 90), responded in opposition to Ancestry’s motion to exclude expert testimony (ECF No. 93), and replied in support of his motion for class certification (ECF No. 97). Ancestry replied in support of its summary judgment and expert exclusion motions. (ECF Nos. 102, 103.) All three pending motions are ripe for the Court’s review.

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Wilson v. Ancestry.com LLC, (S.D. Ohio 2024).

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