商标广告功能的法律保护问题研究

商标广告功能的内涵并非是单一的,而是多元的,即包括消费者基于消费体验而对商品的自发传播与推介,也包括将商标作为广告的对象实现对商品的传播和推介。前者源于商标应用于商品这一事实,属于商标基础功能之一;后者源于广告中商品需要明确的指代媒介,属于商标发展历程中新增添的经济功能。对商标广告功能予以法律保护是既是对商标所有人财产权保护的需要,也是对市场竞争平衡关系维护的需要。商标广告功能的法律保护问题近年来日益受到重视,我国新修订的《商标法》加强了对商标广告功能的重视,《反不正当竞争法》也应通过对商标淡化行为、比较广告行为等的规制来为保护商标广告功能提供相应的可用制度。

On the Legal Protection of Trademark Advertising Function

Instead of being single-faceted,the connotation of trademark advertising function is multiple,which include both consumers＇ spontaneous commodity propaganda and recommendation,based on personal consumption experience,and the trademark itself served as the advertisement object to recommend the commodity. The former originates from the fact that a trademark is applied in a commodity,which is one of trademark＇s basic functions. The latter originates from the fact that a commodity concerned needs an explicit replacement medium,which is a new economic trademark function in the course of development. The legal protection of trademark advertising function serves the needs for property right protection and market competition maintenance.More and more attention is paid to the legal protection of trademark advertising function in recent years. For example,the newly revised ＂Trademark Law＂has strengthened the legal protection of trademark advertising function. Accordingly,the ＂Anti-Unfair Competition Law＂should provide appropriate protection system for the trademark advertisement function through regulation of trademark dilution behavior,and comparative advertising behavior,among many others.