广药集团诉加多宝“怕上火”广告语纠纷案之评释——兼谈未注册商业标识的归属与保护

Analysis of Judicial Decision on Pa ShangHuo Advertisement CaseAn Analysis on unregistered commercial mark

商业广告语得因使用而获得识别商品来源之显著性,进而成为受法律保护的商业标识。洛克的劳动财产权说无法为付出智力劳动收获排他性财产权提供正当性支持,以商标的来源功能确定涉案广告语之利益归属更为适宜。《反不正当竞争法》一般条款之适用有待于限定条件的满足以及内涵之具体化。对本案纠纷处理结果的理性认识应当从认识论上的转变开始。将'怕上火'广告语所属的识别性利益归属于王老吉,但不赋予其对'怕上火'这一词汇的垄断性专有使用权,从功利主义的角度更符合社会整体福利的提高。

The use of commercial advertising slogan makes it acquiredistinctiveness through which the source of goods can be identified. As a result,commercial advertising slogan, as one kind of commercial marks, is protected bylaw. The labor theory of property by Locke cannot explain how to gain anexclusive property right through brainwork. It is more appropriate to determinethe ownership of interests of advertising slogan involved in this case on the basisof source fimction of trademark. Hie adoption of general provisions of Anti-Unfair Competition Law needs to satisfy its restrictions and to ciystallize itsimplication. The rational knowledge of results of dispute in this case should startfrom the shift in epistemology.