奥运会隐性营销刑事立法体系重构

Reconstruction of the Criminal Legislation System of Olympic Ambush Marketing

奥运会隐性营销如果情节严重或者违法所得数额较大,侵害到刑法所保护的法益,追究其民事责任和行政责任并不足以遏制侵权行为,则需要我们借助刑法来追究隐性营销行为人的刑事责任。奥运会隐性营销行为情节严重或者违法所得数额较大的,便可能涉及刑法上的侵犯著作权罪、销售侵权复制品罪、非法经营罪和虚假广告罪等罪名。我国立法应当降低奥运会隐性营销入罪门槛,不将营利为目的作为犯罪构成要件,且不将违法所得数额大小作为入罪的必要标准。同时,立法者应当根据奥运会隐性营销侵权行为的轻重程度,增加资格刑,加大罚金刑,调整量刑幅度,使奥运会隐性营销得以有效规制。

If the ambush marketing of the Olympic Games is serious or the amount of illegal income is large,which infringes on the legal interests protected by the criminal law,and investigating its civil responsibility and administrative responsibility is not enough to curb the infringement,it is needed to investigate the criminal responsibility of the ambush marketing actor with the help of the criminal law.If the ambush marketing behavior of the Olympic Games is serious or large in amount,it may involve the crime of infringing copyright,the crime of selling infringing copies,the crime of illegal business operation and the crime of false advertising in the criminal law.China's legislation should reduce the threshold of criminalization of ambush marketing in the Olympic Games,do not take profit as the purpose of the crime,and do not take the amount of illegal income as the necessary standard of criminalization.At the same time,legislators should increase the qualification penalty,increase the fine penalty and adjust the sentencing range according to the severity of the Olympic Games ambush marketing infringement,so as to effectively regulate the Olympic Games ambush marketing.