浅析网络搜索引擎所涉及的商标权保护问题

Analysis of Issues on the Trademark Right Protection in Search Engine

网络的飞速发展,使得商标侵权出现了新的形式。一些网络经营者将他人商标尤其是知名商标用作元标记,引起消费者的混淆,以牟取不正当利益。这就是本文所要研究的搜索引擎商标侵权。通过对此类商标侵权的显著性、在先混淆、行为人的主观目的及对驰名商标的淡化等方面来说明这种新型的侵权形式会造成消费者的混淆误认。美国、欧盟、台湾等地区的反淡化法等先进理论可以为我国商标法所借鉴,建议在商标法中增加在先混淆和商标淡化理论及合理使用制度,对搜索引擎公司进行一定的限制以及在责任判断标准中适用过错推定原则,以便更好地保护商标权人和消费者的合法权益。

With the rapid development of network, trademark infringement has taken new forms. Some network operators use others’ trademarks, especially well-known trademarks as meta.tag to confuse consumers in order to gain unjustified benefit. This is the trademark infringement in search engine which this article researches. Through analyzing significance of this kind of trademark infringement, earlier confusion, actor’s purpose and dilution of well-known trademark, this article tries to demonstrate consumers’ confusion caused by the new kind of infringement. China’s trademark law can use the advanced theory of anti-dilution law of U.S., EU, Taiwan and other regions as reference. In order to better protect the legitimate trademark owners and consumers’ interests, the author gives some suggestions. Firstly, earlier confusion and trademark dilution theory should be added to trademark law and the system of rational use should be built; secondly, certain restrictions on search engine companies should be made through legislation. Thirdly, the principle of presumption of fault should be applied in the criteria of responsibility judgment.