名人姓名权商品化的法律规制

Legal Regulation of the Celebrity's Name Right Commercialization

传统民法理论认为,姓名权作为一种具体的人格权所体现的是主体的人格利益,具有非财产性。但是,随着市场经济和大众传媒的不断发展,名人姓名权所蕴藏的经济价值不断凸显,名人姓名权商品化已成为一种趋势。许多商家开始将名人姓名用于注册企业商标,作为企业商号用在产品或者服务上来提高产品或服务的影响力和知名度,名人姓名权中的财产利益开始引起关注。目前,我国现有法律保护模式对名人姓名权商品化保护存在很大的局限性,因此,我们需要学习和借鉴国外的相关制度,来完善我国名人姓名权商品化问题的法律保护。

The traditional civil law argues that the name right as a specific right of personality reflects the subject＇s personality interest, having the non-property nature.But along with the development of market economy and mass media, the economic value of the celebrity name rights appears unceasingly, and the celebrity＇s name right commercialization has become a tendency. Many businesses start to use the celebrity＇s name to register enterprise trademark taking it as the means for the enterprise to use in the product or service to enhance the influence. The property interest of the celebrity＇s name right begin to attract attention. But in our country, the present legal protection pattern has very big limitation in protecting the celebrity name right commercialization, so we need to learn and draw lessons from the other countries to perfect China＇s legal protection of the celebrity＇s name right commercialization.