Ambush Marketing and Olympic Symbols Association Right Protection: with Special Reference to London Olympics 2012

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Project title

Code/計畫編號

MOST103-2410-H027-001

Translated Name/計畫中文名

突襲性行銷與奧運標誌的連結權保護—以2012的倫敦奧運為例

Project Coordinator/計畫主持人

Ya-Chi Chiang

Funding Organization/主管機關

National Science and Technology Council

Department/Unit

Graduate Institute of Intellectual Property,National Taipei University of Technology

Website

https://www.grb.gov.tw/search/planDetail?id=8317935

Year

2014

Start date/計畫起

01-08-2014

Expected Completion/計畫迄

31-07-2015

Bugetid/研究經費

427千元

ResearchField/研究領域

法律學

在大型運動賽事中，由各企業廠商支付贊助費用，將自家的商標或產品與運動賽事產生連結（association），已是現代常見的行銷與廣告方式。當英國成功取得 2012年倫敦奧運的主辦權，國會即通過「倫敦奧運與殘障奧運法 2006」（London Olympic and Paralympic Games Act 2006，以下稱「2006 倫敦奧運法」），此法立於英國 1995 年的「奧運標誌保護法」（Olympic Symbols etc (Protection) Act 1995，以下稱「1995奧運標誌保護法」）的基礎上，更進一步強化奧運相關標誌的商業使用權利保障。其目的就是為了防止在大型運動賽事中常見的「突襲性行銷」（Ambush marketing），避免未支付贊助金額的廠商或店家，不當的將自己的商標將該運動賽事進行連結，以搭便車的手法，達到商業目的。本研究計畫即擬舉實際案例說明「突襲性行銷」與奧運標誌連結權保障的意義，分類整理歷年重要的國際大型賽事中的突襲性行銷案例，以區分其侵權的類型與態樣，並進一步分析其當時的法律效果。繼之以英國 1995年及 2006年的法律規定為基礎，說明修法前後有關奧運相關商標的連結權保護，並以倫敦奧運的實際案例檢討奧運標誌連結權的規定與執行是否合理。他山之石，可以攻錯，商標的保護與實務運作，對品牌發展與市場公平競爭有密切的關係，台灣雖然沒有承辦過奧運活動，但亦已有許多承辦大型運動賽事的經驗，未來台灣辦理相關大型活動的機會，將愈來愈多，諸如此類商標與行銷的爭議，必然漸漸浮現。希望藉由本研究計畫，透過比較法及案例的整理分析，進一步釐清商標的保護與市場自由的界限。It is very common for enterprises to pay sponsorship fees to associate their own trademarks with the signs, names or any distinct symbols of popular sport events. Nonetheless, it is also common for some advertisers to do ambush marketing to associate themselves with certain sport events to increase their visibilities without paying extra sponsorship fees. In order to prevent advertisers having free lunch by committing ambush marketing, it is worth attention that the UK introduced the Olympic Symbols etc (Protection) Act 1995 which created the Olympics Association Right and stated that it is an infringement of that Right to use either the Olympics symbol (meaning the five interlocking rings), the Olympics motto and any protected words in the course of trade without authorization. Subsequently, as London was chosen to be the host city of Olympics 2012, the London Olympic Games and Paralympic Games Act 2006 was created and further states that certain combinations of words used together by advertisers could potentially infringe the London Olympics Association Right, to name but a few: “Games”, “Two thousand and twelve”, “2012” and “Twenty twelve”. As a result, the legal rules allow only official sponsors are allowed to use these combined terms as part of their promotions without a risk of breaching the London Olympic Association Right, and unauthorized use could result in a substantial fine. This research project begins with the introduction of significant ambush marketing examples in international sport events and further categorize them into different types, furthermore, it takes the regulations in UK and real cases of London Olympics 2012 for example to examine whether the protection of association rights strikes a balance between the right holders and the public. The research aims to discover a meaningful conclusion regarding the above question for Taiwan’s future reference.

Keyword(s)

商標
贊助
奧運標誌
聯結權
突襲性行銷
Trademarks
Sponsorship
Olympic Symbols
Ambush Marketing
Free-Riding

DSpace CRIS

Ambush Marketing and Olympic Symbols Association Right Protection: with Special Reference to London Olympics 2012

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