商标反向假冒行为的属性重释与规制路径

Clarification of the Nature of Trademark Reverse Passing Off and Choice of Legal Regulation Mode

由于商标反向假冒行为以商标为载体,因此传统理论上将其视为商标侵权的一种特殊形式。但商标侵权的构成以商标使用为条件,以消费者发生混淆可能性作为商标侵权判定的主要标准。商标反向假冒行为并不属于传统意义上的商标使用范畴,且无法导致消费者混淆,因而并不构成商标侵权。我国《商标法》规制模式存在权利主体尚未明确、行为方式有待限定以及保护范围过于狭窄的实践困境。商标反向假冒行为的主要动机是获取竞争优势,行为方式有悖商业伦理,构成不正当竞争。商标反向假冒行为的不正当竞争性质与反不正当竞争法所奉行的“行为谴责判断范式”高度契合,因此选择《反不正当竞争法》规制模式具有正当性。

Since the trademark reverse passing off is carried by the trademark,it is regarded as a special form of trademark infringement in traditional theory.The constitution of trademark infringement is conditioned on the use of the trademark,and the possibility of confusion among consumers is the main consideration in the determination of trademark infringement.However,trademark reverse passing off does not belong to the category of trademark use in the traditional sense,and cannot lead to the possibility of confusion among consumers,so it does not satisfy the constituent elements of trademark infringement.China’s application of the Trademark Law to regulate it has the practical dilemma that the subject of rights is not yet clear,the way of conduct needs to be defined,and the scope of protection is too narrow.As far as the motive of trademark reverse passing off is concerned,it is mainly for the purpose of obtaining competitive advantage.The way of behavior violates business ethics and constitutes unfair competition.The unfair competition nature of trademark reverse passing off is highly consistent with the "behavior condemnation judgment paradigm" pursued by the Anti-Unfair Competition Law,so it is legitimate to choose the regulation mode of the Anti-Unfair Competition Law.