论商品化人格权的立法规制模式

On Legislative Regulations for Commercialized Personality Right

人格权法除了面临与侵权责任法的协调问题以外,如何适应人格权在现代社会出现的新特点,是关系其立法走向的重要问题。随着人格的日益商业化运用,"财产权—人身权"二分法下的救济方式已经不能满足权利人的需求。在遵循大陆法系传统的我国,无论是在列举式的基础上创设新的权利类型,还是抽象出一个有一定外延空间的概念,都需要立足于现有的法律体系,力求立法成本的最小化和调整效果的最大化。在人格权法内部,针对商品化人格权进行相关规定,是保护商品化人格权的主要途径。在人格权法外部,知识产权法、反不正当竞争法等立法能起到间接保护的作用。

In addition to the coordination issue concerning breach liability law, legislation for personal right should take into consideration the new features of personality rights in modem society that will determine the orientation of legisla- tion. With the intensified commercialization of personality, the relief solution in the framework of ＂ property rights-personal rights＂ dichotomy can no longer meet the demand of the owners. In China where the civil law tradition is observed, whether it is to build new right types on the basis of enumerative creation, or the abstraction of a concept with certain denotation, it requires the basis of existing legal system for the achievement of minimum legislative costs and maximum effect of adjust- ment. Within personality right, regulations aimed at commercialization of personality rights form the main approach to pro- tect the commercialized personality right. Outside the personality right, legislative arrangements such as intellectual proper- ty law, unfair competition law can provide indirect protection.