Reverse confusion

Under U.S. trademark law, reverse confusion refers to a situation where one party (the "junior user" adopts a mark already in use by another party (the "senior user." The junior user dwarfs the senior user through advertising and other expenditures to promote the mark. While the senior user has a “property” interest in protecting the mark, the public may benefit more from the junior user’s adoption of the mark because they only identify the mark with the junior user and are not confused by the dual uses of the mark.