关键词广告中商标隐性使用行为的性质及法律规制  

The nature and legal regulation of the implicit application behavior of advertising trademarks

作　　者：张炎坤 张德芬[1] 刘汗青 ZHANG Yan-kun;ZHANG De-fen;LIU Han-qing(Law School(School of Intellectual Property),Zhengzhou University,Zhengzhou 450000,China;School of law,Huaqiao University,Fujian Quanzhou 362000,China)

机构地区：[1]郑州大学法学院,河南郑州450000 [2]华侨大学法学院,福建泉州362000

出　　处：《佛山科学技术学院学报（社会科学版）》2023年第2期66-71,共6页Journal of Foshan University(Social Science Edition)

基　　金：河南省高校哲学社会科学基础研究重大项目(2022-JCZD-25)。

摘　　要：对于关键词广告中商标隐性使用行为的性质界定,理论界尚有分歧。商标隐性使用行为所导致的售前混淆并非我国商标侵权构成要件,因而商标隐性使用行为不构成商标侵权。事实上,商标隐性使用行为应属于不正当竞争行为。因此,商标隐性使用行为应适用《反不正当竞争法》进行规制。商标隐性使用行为不属于《反不正当竞争法》第8条和第12条所规定的不正当竞争行为,从该行为导致的后果分析,适用《反不正当竞争法》第2条进行规制最为合适。The pre-sale confusion caused by the recessive use of trademarks is not the constituent element of trademark infringement in China,so the implicit use of trademarks does not constitute trademark infringement.In fact,the implicit use of trademarks should belong to unfair competition.Therefore,the implicit use of trademarks should be regulated by the Anti-Unfair Competition Law.The implicit use of trademarks is not an unfair competition act specified in Articles 8 and 12 of the Anti-unfair Competition Law.From the analysis of the consequences caused by this act,the regulation in Article 2 of the Anti-unfair Competition Law is the most suitable.

关 键 词：广告 隐性使用 售前混淆 不正当竞争 

分 类 号：D912.29[政治法律—民商法学]