欺骗性商业标志认定的现实困境及其化解  

The Realistic Dilemma and Solution of Deceptive Trademark Recognition

作　　者：吴家煦 Wu Jiaxu

机构地区：[1]中国政法大学民商经济法学院

出　　处：《电子知识产权》2024年第5期95-103,共9页Electronics Intellectual Property

摘　　要：作为商标法绝对禁用条款的规定情形,欺骗性商业标志的规制不仅事关商标管理制度和市场竞争秩序的维护,也关系到商标法保护消费者利益目标的实现。然而,囿于目前欺骗性商业标志认定中统一标准的缺失以及对于消费者利益保护理念的贯彻不到位,实践中围绕认定标准所产生的适用分歧仍时有发生,欺骗性商业标志规制中的消费者利益保护问题仍然存在。以消费者保护视角为出发点,为化解欺骗性商业标志认定中面临的现实困境,首先有必要重构以消费者为核心的认定标准,其次还应当发挥消费者调查在认定中的优势证据作用,从而妥善解决欺骗性商业标志规制中的消费者利益保护问题。As an absolute prohibition clause in the Trademark Law,the regulation of deceptive trademark is not only related to the maintenance of the trademark management system and market competition order,but also to the realization of the goal of protecting consumer interests in the Trademark Law.However,due to the lack of unified standards in the recognition of deceptive trademark and the inadequate implementation of consumer interest protection concepts,there are still differences in the application of recognition standards in practice,and the issue of consumer interest protection in the regulation of deceptive trademark still exists.Starting from the perspective of consumer protection,in order to resolve the practical difficulties faced in the recognition of deceptive trademark,firstly is necessary to reconstruct the recognition standards centered on consumers.Secondly,it is also necessary to leverage the advantage of consumer investigation as evidence in the recognition process,in order to properly address the issue of consumer interest protection in the regulation of deceptive trademark.

关 键 词：商业标志 欺骗性 误认 消费者保护 消费者调查 

分 类 号：D923.43[政治法律—民商法学]