摘要
商标反向假冒是指行为人合法购买商品后,擅自替换或者去除他人附贴在该商品上的商标,再将该商品投入市场,并向公众隐瞒商品的真正生产者对商品来源作虚假表述的行为。其包括显性反向假冒与隐性反向假冒两种表现形式。商标反向假冒行为相对于正向假冒行为具有不同的特征:反向假冒的表现形式多样;可能存在双重侵权;行为人利用他人生产的产品;以替换或去除为方式;行为后果的多重性。商标反向假冒行为既属于商标侵权行为,也属于不正当竞争行为,其要件应包括:商品必须来源于被反向假冒者;商品在消费者心中存在信誉;反向假冒未经原生产者同意;行为人的反向假冒会引起消费者混淆及被反向假冒者必须受到损害以上五个要素。商标反向假冒行为不仅侵害了原商标权人和消费者的利益,造成被反向假冒者利益的减损及消费者寻找成本和购买风险的增加,而且危害到企业名牌战略的实施,破坏市场经济的竞争秩序。
我国商标反向假冒行为的法律规制并不成熟,如:隐性反向假冒未被禁止;保护范围没有包括未注册的驰名商标;诉讼程序中权利人举证困难;缺乏惩罚性赔偿制度的适用;适用法律的不统一;对商标使用秩序的行政监管不力;缺乏刑事制裁等,这些问题的存在不利于对商标权人权益的保护。我国规范商标反向假冒机制应采取商标法调整为主相关制度为补充的模式,具体应完善以下措施:增加隐性反向假冒的规定;对未注册的驰名商标纳入保护范围;在诉讼程序中实行举证责任倒置;增加惩罚性赔偿制度的适用;正确处理相关法律的适用关系;加强商标使用的行政监管;加大刑事制裁力度。完善以上措施才能有效规范商标反向假冒行为。
Trademark reverse passing-off means that the actor replace or remove and enclose others trademark which stuck on this goods without authorization after buys the goods legally, launch this goods into the market again, and conceal the real producers to the public. It includes obvious reverse passing-off and recessive reverse passing-off. Trademark reverse passing-off is different to the behavior of imitating in trade mark: the multiplicity of reverse passing-off behaves; being double tort by any possibility; using products of others; as the way of replacing or removing; the multiplicity of sequent of the behavior. It is not only trade mark tort action, it is also an unfair competition behavior, it’s basic should include: The goods must stem from the person reverse passed-off; The goods have prestige in the mind of consumers; Without former producer's consent; The reverse passing-off will cause consumers to obscure and the person reverse passed–off must be damaged. Trademark reverse passing-off not merely encroached on original owner of a trademark and consumer, make the damage of the owner of trademark and consumer’s interest, and increase the cost to search for and the risk to buy for consumers, and endanger enterprise's famous-brand implementation, destroy the competition order of market economy.
It is incomplete that the mechanism of our country to regulate trademark reverse passing-off, for instance: Recessive trademark reverse passing-off has not been forbidden; The protection domain has not included the unregistered famous trade mark; The oblige puts the proof difficultly in the proceeding; The lack of punishing compensation system; Disunion of the applicable law; The administrative supervision of the order of use of trademark is not good; Scarcely of the penalty, the existence of these questions is unfavorable to the protection of the rights and interests of owner of a trademark. We should set up the mode that we mainly adopt the Trademark law and supplemented by a positive correlation law in the regulation mechanism of trademark reverse passing-off, and we should improve the following measures: Increase the regulation of recessive reverse passing-off; Introduce the unregistered famous trademark to the protection domain; Practice the inversion of the putting proofs; Increase application of punishing compensation system; Dealt with relevant laws in application process correctly; Strengthen the administrative supervision of use of trademark; Devote more efforts to punishing criminally. We should improve these measures to regu late trademark reverse passing-of f more effectively.
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