知名人物姓名商业化之法律反思——从“泻停封”、“本·拉灯”、“流得滑”的注册商标谈起

实践中名人的姓名常被商家作为商标使用,而现有人格权法、著作权法、商标法以及反不正当竞争法的保护模式却存在很大局限性,因此我们有必要借鉴国外的"商品化权"概念,来重构对名人姓名商标化之法律规制模式.在界定知名人物姓名商品化内涵的基础上,有必要提出以商标的"第二含义"为标准,以不损害国家和社会公益为前提,有限度地允许商家的商品化利用,从而达到商家、知名人物与社会公益之间利益的一种相对平衡.

Introspection on Commercializion of well-known personage's name

The name of the well-known personage is often developed for the use of trademark by businessmen in practise,but the existing legal protection modes of personality right law,copyright law,Trademark Law and law against competition by inappropriate means have very great limitation,so it is necessary for us to introduce foreign concept of " commercialized right " to reform its legal structure mode.On the basis of defining commercialize dintension of well-known personage's name,it is necessary to propose regarding " second meaning " in the trade mark as the standard,on the premise of not damaging the country and social public service,allow this kind of commoditization to utilize limitedly,thus reach a kind of relative balance of the interests between businessmen,personage and social public service.