试论商标的“反向假冒”

Reverse Passing-off of Trademark

2001年12月1日实行的《商标法》将商标的“反向假冒”行为规定为商标侵权行为。国外的法律规定中或将之认定为不正当竞争行为,或视为商标侵权行为。本文通过对一起案例的分析,在探讨商标“反向假冒”构成要件的基础上,认为将此类行为规定为侵权行为,在立法选择和法律政策上是完全可行的。从不同的角度,通过完善反不正当竞争法或消费者权益保护法,来认定并禁止商标的“反向假冒”,在理论和实践中也是可行的。

The Reverse passing-off is prescribed in the newly amended Trademark law as trademark tort behavior, whereas, in foreign laws and regulations, it is regarded either as unfair competitive behavior or trademark tort behavior. Analysis of one case on the basis of probing into constituting elements of trademark reverse passing-off leads to the conclusion that it is feasible to prescribe behavior of this kind as being tort in the perspectives of legislation orientation and legal policy, and that it is also feasible to recognize and prohibit trademark reverse passing-off,both theoretically and practically, through improving on Unfair competition law and Law of protection of consumer rights and interests law from various angles.