恶意抢注名人姓名的认定及规制问题——以“乔丹”商标权纠纷案为例

The Identification and Regulation of Mala Fide Registration with Celebrity Name ——A Case Study of “Jordan” Trademark Dispute

美国体育明星乔丹在"乔丹"商标纠纷案的终审判决中获得胜诉,此次判决中对"乔丹体育"恶意抢注的认定问题值得关注。自然人所主张的特定名称是否与注册商标具有对应性,这种对应关系达到何种程度才能够受到姓名权的保护,是认定恶意抢注的难题所在。同时,如何有效规制也将是一个亟待解决的问题。为了切实保护名人姓名权、维护其商标权益,因此我们可以通过引入"形象权"理论保护名人姓名权、建立严格的商标注册事先审查登记备案制度、设置合理的权利保护期限、发挥商标评审委员会的协调与监督作用等措施来加以解决。

The sports star Jordan from America won the ＂Jordan＂ trademark dispute case according to the final judgment, arousing attention to the recognition of ＂Jordan sports＂ mala fide trademark registration. The challenge to identify mala fide trademark registration with celebrity name is to decide whether the specific name of the natural person is related to the registered trademark and to which extend should they related so as to have the protection of the fight to name. At the same time, how to effectively regulate the phenomenon also remains a problem to be solved. In order to protect the celebfity＇s fight to name and maintain his or her trademark fights, we can introduce the ＂fight of publicity＂ theory to protect celebrity＇s fight to name, establish strict previous review and registration system, set reasonable fight protection period, and play coordination and supervision function of the Trademark Review and Adjudication Committee.