نوع مقاله : علمی پژوهشی

نویسندگان

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

[1] Act on the Registration of Inventions, Industrial Designs and Trademarks, (2007). Available at: http://rc.majlis.ir/fa/law/show/133809. (last visited: 2016/6/5). (In Persian).
[2] Aitkeni, Benjamin. (2005). Keyword-linked advertising, trademark infringement, and googles contributory liability, Duke Law & Technology Review, No 21.
[3] Apoorva, Sharma. (2011).Comparative Advertisement and Infringement of Trademarks: A perspective from Consumers , Rajiv Gandhi School of Intellectual Property Law, Avaialable at: http://www.legalserviceindia.com/article/l182-Comparative-Advertising-laws.html., (last visited: 2016/7/5).
[4] Barigozzi, Francesca, Peitz, Martin. (2004). Comparative Advertising and Competition Policy, International University in Germany Working Paper No. 19.
[5] Barry, T. E. (1993). Comparative advertising: What have we learned in two decades? Journal of Advertising Research, 33(2).
[6] Beard, F., & Nye, C. (2011). A history of the media industry’s self-regulation of comparative advertising. Journalism History, 37(2).
[7] Bixby, M.B. and D. Lincoln. (1989). Legal Issues Surrounding the Use of Comparative Advertising: What the Non-Prescriptive Drug Industry Has Taught Us, Journal of Public Policy and Marketing 8.
[8] Bojinca, Moise. (2009). The Concept of Comparative Advertising and Conditions of Legality, Dny prava, Days of Law: the Conference Proc eedings, 1. edition. Brno: Masaryk University.
[9] Bondar, Peter, Miskolcz. (2004). Definition Comparative advertising, European Integration Studies, Miskolc, Volume J. Number I.
[10] Chhabra, Medha. (2010). Comparative Advertising in India.
[11] Civil Responsibility Act, (1960). Available at: http://rc.majlis.ir/fa/law/show/95202. ( last visited: 2016/7/6). (In Persian).
[12] Collection of standards of radio and TV advertisements, IRIB General Commercial Office. (1998). Available at: http://www.ad.gov.ir/cn/print.php/staticPages/22, (last visited: 2016/5/8) (In Persian).
[13] Consumer Protection act, (2009). Available at: http://rc.majlis.ir/fa/law/show/136112,(last visited: 2016/4/3) (In Persian).
[14] Crawford, Tad. (1998) American Institute of Graphic Arts, AIGA Professional Practices in Graphic Design, Skyhorse Publishing Inc.
[15] Directive 2006/114/EC of the European Parliament and of the Council of 12 December 2006 concerning misleading and comparative advertising(2006), available at: http://eur-lex.europa.eu/legal-content/EN/TXT/?uri=CELEX%3A32006L0114, (last visited: 2016/4/5).
[16] Draft Bill on Commercial Advertising, (2014), available at: http://press.farhang.gov.ir/fa/news/122337/(last visited: 2016/8/16)(In Persian).
[17] Dudley, Alfreda. (2011). Investigating Cyber Law and Cyber Ethics: Issues, Impacts and Practices: Issues, Impacts and Practices Advances in Information Security, Privacy, and Ethics, IGI Global.
[18] Electronic Commerce Act, (2003). Available at: http://rc.majlis.ir/fa/law/show/93997,( last visited: 2016/4/7) (In Persian).
[19] Everett, C. (2006). Key issues in comparative advertising – what you can and cannot do.
[20] Fernandes, Semila. (2013). Comparative Advertisement And It’s Relation To Trademark Violation – An Analysis Of The Indian Statute, Journal of Business Management & Social Sciences Research (JBM&SSR) Volume 2, No.6.
[21] Gangwar, Pinkeshwar. (2013). Comparative Advertisement and Infringment of Trademark. ,http://www.inta.org/TrademarkBasics/FactSheets/Pages/FairUse.aspx.(last visited: 2015/9/5).
[22] Garner, Bryan, A. (2009). Black's Law Dictionary, 9th ed, West.
[23] Ghane, Ahmad Ali. (2013) Pathology of Commercial Advertisements from an Islamic Jurisprudence and Ethics, Studies of Culture-Communications, 14th year, n.21. (In Persian).
[24] http://technology.findlaw.com/modern-law-practice/search-engine-comparative-adware-tising-under-scrutiny.html., (last visited: 2016/6/5).
[25] http://www.ftc.gov/bcp/conline/pubs/buspubs/dotcom/index.pdf,( last visited: 2016/4/8).
[26] Jacobson, Jeff. (2010). Legal: Comparative Advertising, Competitors’ Trademarks, and Infringement. Available at: http://www.practicalecommerce.com/articles/2387-Legal-Comparative-Advertising-Competitors-Trademarks-and-Infringement-, last visited: 2016/4/3.
[27] Katouzian, Naser; Abbas Zade, Mohammad Hadi. (2013).Good faith in Iranian Law, Law Quarterly, Journal of Law and Political Sciences, volume 43, n.3, , pp.167-186. (In Persian).
[28] Lawdit Solicitors. (2008). “Comparative Advertising and Trade Mark Infringement” Law society of England and Wales, available at: http://www.lawdit.co.uk/reading_room/room/view_article.asp?name=../articles/Comparative%20Advertising%20and%20Trade%20Mark%20Infringement.htm.( Last visited: 2016/3/3).
[29] Leighton, R.J. (2004). Materiality and Puffing in Lanham Act False Advertising Cases: The Proofs, Presumptions, and Pretexts, Trademark Reporter 94(3).
[30] Lott, Leslie J. (n.d). Intellectual Property Issues in Comparative Advertising, Lott & Friedland, PA Miami/Ft. Lauderdale.
[31] Marek, T.; Karwowski, W; Frankowicz, M.; Kantola, J.; Zgaga, P. (2014). Human Factors of a Global Society: A System of Systems Perspective, CRC Press.
[32] Mccarthy J., Thomas.(2003). Mccarthy on Trademarks and Unfair Competition, West Group, 4th ed.
[33] Morasch, Manuel. (2004) Comparative Advertising, A comparative study of trade-mark laws and competition laws in Canada and the European Union, Master of Laws (LL.M.), Graduate Department of the Faculty of Law University of Toronto.
[34] Murthy. (2009). Advertising, Excel Books India.
[35] O’Donnell, Ryan W; O’Malley, John J.; Randolph J., Huis; Halt, Gerald B. (2008). Intellectual Property in the Food Technology Industry: Protecting Your Innovation, Springer Science & Business Media.
[36] Operating Instruction of Urban Advertising, (2006). Available at: http://www.ad.gov.ir/staticPages/15/ (last visited: 2016/5/6) (In Persian).
[37] Phillips, Jeremy. (2006). Trademark at the limit, Edward Elgar Publishing.
[38] Rachel Jane, Posner. (2000). Manipulative Metatagging, Search Engine Baiting and Initial Interest Confusion, 33 COLUM. J.L. & Soc. PROBs. 439.
[39] Raymond P.D. (2004). Damage Control: What to do if you get sued over advertising, available at: http://www.adlaw.com/rc/handbk/rf_damage.html
[40] Regulation of article 7 of Consumer Protection Act (2012). Available at: http://rc.majlis.ir/fa/law/show/816767/( last visited: 2016/6/7). (In Persian).
[41] Regulation on Establishment and Supervising the Practice and Activity of Advertising Centers, (1979). Available at: http://rc.majlis.ir/fa/law/show/99508/ (last visited: 2016/5/1) (In Persian).
[42] Romano, Charlotte J. (2005). Comparative Advertising in the United States and in France, Northwestern Journal of International Law & Business, Volume 25, Issue 2Winter.
[43] Rothman, Jennifer E. (2005). Interest Confusion: Standing the Crossroads of Trademark Law, Cardozo law review, Vol.27:2.
[44] Safaei, Seyyed Hossein et al. (2005). The Law of International Sale, Comparative Study, University of Tehran Publications, 2005. (In Persian).
[45] Saraf, Rashi; Das Yamini. (2008). Comparative Advertising laws.
[46] Statement of Policy Regarding Comparative Advertising, Federal Trade Commission, Washington, D.C., August 13, (1979)
[47] Thomson, David I. C. (1982). Problems of Proof in False Comparative Product Advertising: How Gullible is the Consumer?, 72 Trademark REP. 385, 1982
[48] Villafranco, John E. (2010). The Law of Comparative Advertising in the United States, I P Litigator, Voloume16.
[49] Whrnston, Andrew B. (1997). The Economics of Electronic 256 (Macmillan Technical Publishing).
[50] Wildes, Joy J.; DAVIS & GILBERT LLP. (2004). Intellectual Property Issues in Comparative Advertising “Ours Works Better”: Use Of A Competitor’s Trademark In Advertising, The Metropolitan Corporate Counsel.
CAPTCHA Image