奥运隐性营销惩罚性赔偿的制度构造

Punitive Compensation System for Olympic Ambush Marking Behavior

奥运隐性营销行为侵犯了奥林匹克标志权利主体知识产权、奥运会赞助商合法权益和消费者知情权,淡化了奥运会蕴含的商业价值,影响了奥运会开发市场的健康发展。然而,传统补偿性赔偿无法弥补奥运隐性营销行为造成的损害。我们应当借鉴美、英、加、澳等国奥运隐性营销惩罚性赔偿的立法经验,在《奥林匹克标志保护条例》增加惩罚性赔偿相关条款,规定惩罚性赔偿的适用条件,确定惩罚性赔偿金的计算标准,对奥运隐性营销行为进行必要的立法规制,为成功举办2020年冬奥会、提升我国体育大国形象、繁荣奥运经济提供有力的法律保障。

The ambush marketing behavior of the Olympic Games infringes the intellectual property rights of the Olympic logos,the legitimate rights and interests of the Olympic sponsors and consumers'right to know,which desalinates the commercial value of the Olympic Games,and affects the healthy development of the Olympic Games market.However,the traditional compensatory compensation cannot make up for the damage caused by the ambush marketing behavior of the Olympic Games.Legislative experience from the United States,the United Kingdom,Canada,Australia in punitive compensation for Olympic ambush marking behavior should be learnt from,adding punitive damages in regulations on the protection of Olympic symbols,clarifying the applicable conditions of punitive compensation,determining the calculation standards of punitive compensation,and making necessary legislative regulations so as to provide a strong legal guarantee for the successful holding of the 2020 Winter Olympic Games,improve the image of China as a sports power and prosper the Olympic economy.