تبلیغات تجاری مقایسه ای

دانشنامه حقوق اقتصادی

مقاله 5، دوره 22، شماره 8، دی 1394، صفحه 97-123   

نوع مقاله: علمی پژوهشی

شناسه دیجیتال (DOI): 10.22067/le.v22i8.51460

نویسندگان

مصطفی بختیاروند^* ؛ اکرم آقامحمدی

قم

چکیده

تبلیغات تجاری، ابزاری قدرتمند و بانفوذ هستند که زندگی اجتماعی و اقتصادی امروزه را تحت تأثیر خود قرار داده‌اند. یکی از مسائل مهمی که امروزه شرکت ها و بنگاه‌های تبلیغات تجاری با آن روبرو هستند و ارتباط تنگاتنگی با حقوق مالکیت فکری دارد، مسأله تبلیغات مقایسه‌ای ‌است که مشتمل است بر استفاده یک شرکت از برند، علامت تجاری، نام تجاری، لوگو و ... رقیب جهت مقایسه ویژگی های کالا یا خدمات شرکت مذکور با کالاها یا خدمات خود. در برخی از کشورها نظیر ایالات متحده آمریکا به علت رشد چشمگیر این نوع تبلیغات، مقررات ویژه‌ای وجود دارد. اما در حقوق ایران، قانون ویژه‌ای در این خصوص به تصویب نرسیده است و مقررات موجود برای پاسخگویی به چالش هایی که شرکت ها و بنگاه‌های تبلیغاتی در تبلیغات مقایسه ای و مخصوصا نسبت به امکان نقض حقوق مالکیت فکری مطرح می کنند، کفایت نمی کند. نتایج این پژوهش که به روش توصیفی-تحلیلی انجام شده است، نشان می‌دهد زمانی که یک فعالیت تبلیغاتی مقایسه ای راه‌اندازی می‌شود، توجه به طیف وسیعی از قوانین و مقررات ضرورت دارد. عدم احتیاط می‌تواند منجر به از دست رفتن حقوق خود شرکت و مسئولیت حقوقی در قبال نقض حقوق مالکیت فکری دیگران شود.

کلیدواژه‌ها

تبلیغات تجاری مقایسه‌ای؛ حقوق مالکیت فکری؛ علامت تجاری؛ استفاده منصفانه

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