Falha de S. Paulo

The website

The website was put on air on September 2010. It featured a logo identical to that of Folha, except that the first "o" was replaced by an "a" so that it read "Falha de S. Paulo", which translates as "Failure of S. Paulo". The website would make fun of the newspaper's coverage, specially of what they perceived to be a tendency of the newspaper in favor of José Serra and against Dilma Rousseff during the 2010 Brazilian presidential rally in which both of them faced each other on the second round. The Bocchini criticized the fact that Folha, unlike O Estado de S. Paulo and CartaCapital, for example, would not declare its political preferences and even claimed not to have one.

Besides making fun of the newspaper's coverage, they would also make edited pictures such as one in which Folha's director, Otávio Frias Filho, was dressed like Darth Vader, a villain in the Star Wars franchise.

Preliminary injunction and lawsuit

In October, Folha obtained a preliminary injunction which determined the deactivation of the website, claiming inappropriate usage of their brand. They also filled a lawsuit for personal injury. The injunction, given to Mario at the first day of October 2010, imposed a R$1,000 fine for every day the brothers fail to keep the website down - less than the R$10,000 originally requested by the newspaper. On 4 October, the brothers were informed by Registro.br (the entity that manages all domains ending with .br) that the domain www.falhadespaulo.com.br would remain shot down to comply with the injunction.

In a May 2011 audience, Folha, through its legal representative Taís Gasparian, said it wouldn't mind if the website was back online as long as long as the brothers refrained from using the newspaper's graphical project, logo, font, etc. The Bocchini rejected the offer, claiming it would impede the parodies, and counter-offered the option of having a disclaimer near the logo warning readers that they were not browsing the newspaper's website. The newspaper did not reply to the offer immediately, but promised to do it later.

In 2013, the case was taken to the Court of Justice of the State of São Paulo, which decided to maintain the decision of its lower court, reverberating the brand usage rights argument. In 2015, the case made it to the Brazilian Superior Court of Justice, where it awaits minister Marco Buzzi.

Reactions

Multiple personalities and organizations expressed support to the brothers and/or criticized Folha's decision to sue them. Among people who commented on the case are WikiLeaks founder, Julian Assange; then host of CQC, Marcelo Tas, and Casseta & Planeta host, Cláudio Manoel; musician and ex-minister of culture Gilberto Gil; and journalists Juremir Machado da Silva, Guilherme Scalzilli, Luís Nassif and Celso Lungaretti.

The non-governmental organization Reporters Without Borders published a note asking Folha to rethink its decision and pointing that while the newspaper could afford good lawyers, the brothers were experiencing financial difficulties to finance their defense. The note also accused the traditional media, "controlled by a handful of influential families" of ignoring the case. The NGO also said that Folha's attempt to "financially asphyxiate a media outlet" represented "a new form of censorship" and that its end could open "a dangerous precedent in terms of right of caricature, part of the freedom of expression and opinion." The Professional Journalists of São Paulo Union took part of a protest that demonstrated against, among other things, the justice's decision of demand to shut down Falha.

A group of bloggers started a movement called "censura eu, Folha" (censor me, Folha) in response to the case. The case was the theme of an audience at the Participatory Legislation Commission at the Chamber of Deputies of Brazil on 27 October 2011.

Suzana Singer, then Folha's ombudsman, wrote in her column at Folha itself that she recognizes the newspaper's right to preserve its brand, but that she believes the maneuver caused more damage to the newspaper than to the website:

By the end of 2010, the Bocchini published what would be an e-mail by Singer sent to Folha journalists. In her message, she supposedly commented the repercussion of the case in many outlets (including international ones) and ended stating that "the newspaper should write about the lawsuit, make a story with both sides of the case and better explain its position. It's no longer possible to pretend nothing is happening."

When confronted by Lino Bocchini, Folha's executive editor Sérgio Dávila denied that the company was acting towards the website's censorship and strengthened the argument of brand preservation:

Desculpe a Nossa fAlha and websites hosting Falha's content

After the website's end, the Boccini decided to keep website about the case called Desculpe a Nossa fAlha (Excuse Our fAilure), where they publicize their version of the facts, upload documents relating to the lawsuit and a clipping of the case's repercussion in Brazil and in the world.

Despite the website's end, some people started blogs and social media pages to host part of the lost content of Falha de S. Paulo.