姓名商业性使用行为规制路径探析

On the Regulation of Commercial Use of Names

在当前“名人广告效应”的利益驱使下,搭便车的姓名商业利用行为层出不穷。不当利用他人姓名从事商业活动的行为产生了越界的违法性,然司法实践对具体行为认定标准的不统一使得这种违法性无法从司法角度得到确切的规制,甚而引发了不同法院裁决结果的差异。姓名商业性权益以及市场竞争原则的价值理念作为规制姓名不当商业性使用行为的权源基础,为探析其在反不正当竞争法下的规制路径提供理论基石。具体可分为同业竞争关系的扩大解释和对象—行为—结果模式的界定标准,同时在规制过程中仍需结合姓名所具有的人格因素以及反不正当竞争法第六条混淆行为的立法动向予以个案化考量。

Driven by the current"celebrity advertising effect",the commercial use of hitchhiking names emerges in an endless stream.Improper use of other people's name to engage in commercial activities leads to cross-border illegality.However,due to the disunity of judicial practice on specific behavior identification standards,this illegality can not be accurately regulated from the judicial point of view,and even leads to the conflict of different court decisions.The commercial rights and interests of names and the value concept of market competition principle are the authority origion of regulating the improper commercial use of names,which provides theoretical foundation for the analysis of the confusion identification path under the anti unfair competition law.The identification path can be divided into the expanded interpretation of the horizontal competition relationship and the definition standard of the object-behavior-result model.Meanwhile,in the process of identification,it is still necessary to consider the personality factors of the name and the legislative trend of confusion behavior in Article 6 of the anti unfair competition law.