反商誉淡化中的法律对策——由一则攀附广告引发的思考

Legal Countermeasures against Dilution to Goodwill——Viewed from an Amplectant Advertisement

商誉实际上是商誉权主体的特殊经济利益,对商誉的侵害有直接侵害和间接侵害之分,由于商誉载体具有不确定性,对商誉进行淡化的间接性侵权行为在实践中易被忽视。有必要探讨防止商誉淡化的方略,除了立法对商誉保护问题进行规定外,还需应对实践中层出不穷的新问题,设立有关商誉认定、监管的有关机构。

The goodwill is actually the special economic benefit of the subject of the good will. The infringements of goodwill can be divided into direct ones and indirect ones. The indirect infringements of goodwill are easily ignored in practice because of its varieties. This paper wants to probe into ways to prevent the goodwill from infringement, to establish relevant supervision organizations to identify the goodwill, and thus to solve problems emerging in practice.