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售前混淆作为互联网商标侵权判断标准,在美国经历了向初始兴趣扩张的过程,但由于初始兴趣放弃了混淆可能性的认定标准,不合理地扩大了商标权人的权利,违背了利益平衡原则,限制了自由竞争,因而又重新回归为售前混淆。售前混淆应坚持被告与原告的营业存在竞争关系、被告非法使用原告商标存在着混淆可能性、潜在的消费者限于特定市场上的一般消费者、受合理使用约束等规则的限制。
Pre-sale confusion, as the judgment standard of Internet trademark infringement, has undergone a process of initial interest expansion in the United States. However, since the initial interest abandons the recognition standard of confusion possibility, unreasonably expands the rights of trademark holders and violates the principle of balance of interests , Restricting free competition, and thus return to pre-sales confusion. Pre-sales confusion should insist on the existence of competition between the defendant and the plaintiff’s business. The defendant’s use of the plaintiff’s trademark is potentially confusing. The potential consumer is limited to the general consumer in a particular market and is subject to such rules as the fair use restriction.