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他人不当使用驰名商标或其近似商标,可能造成驰名商标的显著性降低,使驰名商标的广告功能贬损,商标权人为获得驰名而为商标所作出的努力将付诸东流。因此,对他人使用驰名商标及其近似商标进行规制是必要的,反商标淡化即能够发挥这一作用。对于他人在相同或类似商品或服务上使用相同或近似商标的行为已经可以由反商标混淆制度防止及追究,那么他人在非类似商品或服务上使用商标,可能造成商标本身及商标权人损害的,就需要反商标淡化制度进行保护。
Improper use of a well-known trademark or similar trademark by another person may result in a decrease in the salience of a well-known trademark, derogatory advertising of a well-known trademark and a loss of trademark rights to a well-known and trademarked trademark. Therefore, it is necessary to regulate the use of well-known trademarks and similar trademarks by others. Anti-trademark dilution can play its role. For others to use the same or similar trademarks on the same or similar goods or services, which can already be prevented and investigated by the anti-trademark confusion system, others may use the trademarks on non-similar goods or services, which may cause damage to the trademark itself and the trademark owner , You need anti-trademark desalination system for protection.