from the not-so-smart dept
TorrentFreak, who has written up the article, exaggerates a bit in claiming that this is the most "wildly arrogant" DMCA claim. After all, Ford did exactly the same thing earlier, and plenty of other companies have done similar things. Also, apparently Toyota hasn't actually invoked the DMCA yet, simply telling the site's owner he has to remove the images or it would send DMCA notices. Rather obnoxiously, when the guy who runs the site asked which images, specifically, violated Toyota's intellectual property, Toyota's lawyers responded that they would only identify them if the site's owner paid for their time. Of course, the DMCA actually requires you to name the specific infringing files.
You might possibly be able to make a case that Toyota could sorta maybe make a trademark claim here -- that some might assume that the desktop wallpapers were officially offered by Toyota, but that wouldn't explain why they're threatening to use the DMCA, which has nothing to do with trademarks.
However, most importantly, as we noted with the Ford situation, it makes no sense to beat up on fans of your products who are sharing photos of the cars they love and are actively promoting the cars for the automakers. It seems like yet another case where lawyers simply freak out without realizing how much damage they're doing to their client's brand. Update: Good news! In the comments, Ford claims that the earlier story was a misunderstanding (though, don't exactly explain how come it's happened multiple times) and Toyota has also apologized for the threat, saying that it was a mistake.