关键词推广使用他人商标的反不正当竞争法规制  

The Regulation on Anti-unfair Competition of Using Others' Trademarks as Keyword Promotion

作　　者：刘润涛[1] 

机构地区：[1]华东政法大学研究生教育院,上海200042

出　　处：《上海财经大学学报（哲学社会科学版）》2016年第4期119-128,共10页Journal of Shanghai University of Finance and Economics

基　　金：国家社科基金重大项目"互联网领域知识产权重大立法问题研究"(14ZDC020)

摘　　要：仅将他人商标用作关键词进行搜索引擎推广,是商标侵权行为、不正当竞争行为抑或不侵权,争议较大,司法实践很多判决出现截然不同的结果。文章从关键词推广是否构成商标使用的理论与实践梳理入手,分析仅将他人的商标用作搜索关键词不属于商标使用,不会导致相关公众混淆。关键词推广虽不构成商标侵权,但若明显有悖诚信原则和公认的商业道德、采用不正当手段实施,应运用反不正当竞争法进行调整。若未明显违背公认的商业道德,则慎用法律干预,应交由市场选择,避免过于扩大适用反不正当竞争法而妨碍自由竞争,充分体现促进创新和鼓励自由竞争的法律政策。There is an ongoing debate on the attributes of trademarks that only be used as keywords of search engine promotion, namely trademark infringement, unfair competition or legitimate use. There are many different judgments in judicial practice. This paper begins from the theory and practice of trademark use in keyword promotion, and argues that the behavior that trademarks are used only as keywords does not belong to trademark use in trademark law, and it is not easy to confuse the public. Although trademark use as keyword promotion does not constitute trademark infringement in trademark law, it may be adjusted by anti-unfair competition law if it is achieved by unfair means and clearly violates the principle of honesty and credit and the generally recognized business ethics. Otherwise, the law should not intervene and leave the market to choose. We should prevent improperly expanding the application of anti-unfair competition to hinder the free competition, and carry out the legal policy of promoting innovation and encouraging free competition.

关 键 词：关键词推广 商标使用 不正当竞争 规制 

分 类 号：DF523.3[政治法律—民商法学]