反向混淆理论与规则视角下的“非诚勿扰”案

“Fei Cheng Wu Rao” Case Analysis in the Perspective of Reverse Confusion

反向混淆仅出现于在后使用者所作的广告和促销会淹没在先使用者的市场声誉,致使相关公众因混淆而误以为在先使用者的商品来源于在后使用者的情形。反向混淆的判断标准来源于传统的(正向)混淆,但在判断是否构成反向混淆时应在传统混淆标准基础上特别考虑竞争市场和主观意图两个因素。在"非诚勿扰"案中,原告与被告之间不存在竞争关系,且被告具有主观善意,因此该案不适用反向混淆规则。

Reverse confusion arises in the situation that junior user overwhelms the market reputation by advertising, causing the public mistakenly believe the products of the senior user come from the junior user. The standard of reverse confusion emanates from the traditional confusion, but should weigh heavily on two important factors, two parties being in the competitive market and having the deliberate intent to push the senior user out of the market. In the case ofFei Cheng Wu Rao, the two parties are not in competitive markets, and the defendant acted in good faith in selecting the allegedly infringing name. Therefore, reverse confusion does not apply to this case.