论搜索引擎在商标争议案件中的工具性价值

On Instrumental Value of Search Engine in Trademark Dispute Cases

传统的显著性频谱和多因素测试法并未解决商标法律实践在判断显著性和混淆可能性时的不确定性难题。本质上,显著性和混淆可能性是对消费者特定认知的抽象概括,采用统计学调查方法的消费者调查能够反映出这种认知。消费者调查结果的准确性有赖于高质量的样本采集和问卷设计,成本过高大大限制了其适用性。为了实现准确定位信息的功能,搜索引擎需要对关键词做与用户相同之理解,这与商标法的目标不谋而合。以海量数据的获取及分析能力为基础,搜索引擎对特定事实的认知能力足够强大,这是借助搜索引擎观察消费者对特定标记认知状况的合理性基础。技术性手段无法替代法官在法律判断中的作用,但对于有关消费者抽象认知的事实调查,搜索引擎能够发挥工具性价值。

The traditional distinctive frequency spectrum and the multi-factor test cannot solve the uncertain-ty problem in determining distinctiveness and likelihood of confusion. Due to the strict rule of sample collec-tion and questionnaire design, the consumer survey evidence is too expensive to be applicable. In essence, thedistinctiveness and the likelihood of confusion are abstraction of the consumer perception. To help searchersaccurately locate the information they seek, the search engine needs to be designed with the same understand-ing of consumers according to a specific keyword, the ability to acquire and analyze the massive data makessearch engines understand much better than individuals. These are the theoretical basis for using the searchengine in the trademark disputes. While the disputes of law remain for the court, the search engine addressesthe disputed factual questions about the consumer perceptions.