民法典下姓名商品化权益保护研究

On the Protection of Rights and Interests in Name Commercialization by The Civil Code

《民法典》承认并许可姓名权人使用自己姓名中包含的商业价值,即本文所称的姓名商品化权益,并将其视为姓名权的一项基本权能,仍以姓名权请求权对其保护。但其对姓名商品化权益的内容和侵权认定并未作出明确规定。姓名商品化权益中的姓名应从户籍意义上的姓名扩展至笔名、艺名、网名、译名、字号、姓名和名称的简称等,主体是所有自然人,并非仅指名人,姓名商品化权益的内容可以继承,但对死者姓名商品化权益的保护应设置合理的保护期间。根据姓名商品化权益的内容界定,在认定侵害姓名商品化权益时,只需从当事人具有商事营销目的和姓名与特定自然人存在相关公众的可识别的身份联系两个方面认定,并将合理使用行为予以排除。

The Civil Code recognizes and permits name rights holders to use the commercial value contained in their own names,that is,the rights and interests in the commercialization of names as referred to herein,which are regarded as a basic right to name,and still get protected with the right to claim names.However,The Civil Code doesn’t clearly stipulate the content and infringement determination of rights and interests in the commercialization of names.The name in the name commercialization rights and interests is extended from the name in the sense of household registration to pen names,stage names,screen names,translated names,trade names,names and abbreviations of names,etc.,the subject is all natural persons,not just celebrities,and the content of the rights and interests in name commercialization can be inherited,but a reasonable protection period should be set for the protection of the rights and interests in the commercialization of the deceased’s name.According to the above defi nition of the content of the right to commercialize names,when determining the infringement of rights and interests in the commercialization of names,it is only necessary to determine from the two aspects of the parties’commercial marketing purposes and the existence of identifi able identity links between the name and the specifi c natural person of the relevant public,and the fair use behavior is excluded.