作品中使用商业标识的商标侵权问题——从近期电视节目名称纠纷案谈起

How to Determine Trademark Infringement for Using Marks in Works——From the Perspective of Recent TV Show Cases

作品中使用商业标识涉及商标侵权的问题日益突出。作品中使用商业标识的确存在商标侵权的可能性,通常出现于系列性作品,但考虑到言论表达的自由,适用混淆可能性的标准时相比于一般商标侵权应采取较高的门槛。作品中使用商业标识的行为也难以构成商标淡化,特别是滑稽模仿的情形。作品内容中使用商业标识相比于名称中使用更难以存在商标侵权。

Using marks in works is likely to involve trademark infringement problems, usually under the circumstance of series of works. However, in light of freedom of speech and expression, applying likelihood of confusion to using marks in works should adopt higher threshold, and trademark dilution is rare to exist, especially under the circumstance of parody. Using marks in the content of work is less likely to involve trademark infringement than in the title of work.