| 互联网关键词检索和网络广告商标侵权探微——以美国司法实践为视角 |
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| 引用本文： | 蔡晓东.互联网关键词检索和网络广告商标侵权探微——以美国司法实践为视角[J].辽宁师范大学学报(社会科学版),2012,35(3):321-325. |
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| 作者姓名： | 蔡晓东 |
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| 作者单位： | 天津商业大学基础课部,天津300134／中南财经政法大学知识产权学院,湖北武汉430060 |
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| 摘 要： | 互联网搜索引擎业务的发展对商标法产生了巨大的冲击,其中带来的一个热点问题就是搜索引擎公司涉嫌关键词检索广告商标侵权。广告发布者从搜索引擎商那里购买包括商标名称在内的词语供网络用户检索,并弹出自己产品或者服务的广告,这就引发了商标权的保护问题及搜索引擎商的商标侵权责任问题。大多数美国法院认为购买商标作为检索的关键词构成商标的商业使用,这种行为也是在消费者不知情的情况下进行的,消费者在网络上检索这些商标关键词时,有可能认为是获得了商标权人的授权或者是搜索的结果与商标权人有利害关系。尽管如此,美国法院迄今为止还没有判决此种行为构成商标混淆。
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| 关 键 词： | 搜索引擎 搜索引擎关键词检索 商标侵权 链接 广告 |
A Probe to Internet Key Words Search and Online Advertising Trademark Infringement From the Perspective of American Judicial Practice |
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| CAI Xiao-dong.A Probe to Internet Key Words Search and Online Advertising Trademark Infringement From the Perspective of American Judicial Practice[J].Journal of Liaoning Normal University(Social Science Edition),2012,35(3):321-325. |
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| Authors: | CAI Xiao-dong |
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| Institution: | CAI Xiao-dong1,2(1.Department of Basic Courses,Tianjin Commercial University,Tianjiin 300134,China; 2.School of Property Rights,Central-south University of Financial Law,Wuhan 430060,China) |
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| Abstract: | The magnitude of the impact of search engine marketing on trademark law has started contested issues involving infringement of search engine company’s using key wors to search advertising trademarks.Advertisers buy words or phrases including trademarks from search engine companies for the users to search and sometimes bounces out the ads of their own products and services,which causes the protection of trademark rights and the trade mark infringement of search engine companies.Most American courts hold that buying trade-marks as key words search purpose in fact forms the use of commercial usage of the trademarks.And this was going on without the knowledge of the consumers.When the consumers search these key words trade marks,they will misunderstand it as authorized by the trademark owner or think that search results have vital interest relationships with the trademark owners.But till now,the courts haven’t judged this behavior as trademarks confusion. |
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| Keywords: | search engine key words search by search engine trademark infringement links advertising |
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