奥运会网络隐性营销法律规制研究

Research on the Legal Regulation of Ambush Marketing Networks in Olympic Games

奥运会网络隐性营销的滋生和蔓延成为社会关注的焦点,既严重损害奥运赛事相关权利人的合法权益,也无情吞噬着奥林匹克精神和奥运无形财产。奥运会网络隐性营销主要有网络传播的混同模仿、隐性侵犯传播专有权、域名抢注、网络链接等表现形式。我国当前奥运会网络隐性的法律规制面临着适用法律的依据缺失、诉讼主体资格难以确定、侵权损害赔偿数额确定困难、侵权救济难免出现滥诉情形等难题。建议借鉴域外曾举办过奥运会国家的有益经验,构建奥运会网络隐性营销防范法律体系,加强奥运赛事相关域名的法律保护,增加规制奥运会网络隐性营销相关条款,完善奥运会网络隐性营销执法机制,从而实现对奥运会网络隐性营销的有效规制。

The emergence and spread of the ambush marketing networks in Olympic Games has become the focus of social attention.It not only seriously damages the legitimate rights and interests of the relevant rights holders of the Olympic Games,but also mercilessly devours the Olympic spirit and intangibles of the Olympic Games.The ambush marketing networks in Olympic Games mainly includes the following forms:Confusion imitation of network communication,implicit infringement of communication exclusive right,domain name rush registration,network link and so on.The current legal regulation of ambush marketing networks in Olympic Games in China is faced with problems,such as the lack of applicable legal basis,the difficulty in determining the qualification of litigation subject,the difficulty in determining the amount of compensation for infringement damages,and the abuse of litigation in tort relief.Learn from the beneficial experience of the countries that have hosted the Olympic Games,construct the legal system,strengthen the legal protection of the domain names related to the Olympic Games,refine and regulate the relevant provisions,strengthen the administrative law enforcement,and realize the effective regulation of ambush marketing networks in Olympic Games.