确保消费者 "得偿所愿":商标法的作用

Graeme B. Dinwoodie
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引用次数: 0

摘要

本文探讨了商标法应如何解释 1946 年(美国)《兰哈姆法》立法史中的承诺,即商标法的主要目的之一是 "保护公众,使其相信在购买带有其所熟知的特定商标的产品时,其将获得其要求并希望获得的产品"。报告回顾过去,强调了消费者保护理念在近期商标保护扩张中所起的作用,但这一作用往往未得到充分重视,报告随后探讨了商标法目前可能通过哪些不同方式来实现这一基本目标。报告的结论是,在不忽视商标法的核心消费者保护宗旨的前提下,我们需要开始从更广泛的消费者利益角度和更明确的对更广泛价值的关注角度来看待确保消费者得到他们想要的东西的问题。
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ENSURING CONSUMERS “GET WHAT THEY WANT”: THE ROLE OF TRADEMARK LAW
This Article considers how trademark law should interpret the commitment in legislative history to the 1946 (US) Lanham Act that one of the principal purposes of trademark law is “to protect the public so that it may be confident that, in purchasing a product bearing a particular trademark which it favorably knows, it will get the product which it asks for and which it wants to get”. It looks back to highlight the often under-appreciated role of the consumer protection rationale in recent expansions in trademark protection, and then considers the different ways by which that basic objective might now be pursued by trademark law. It concludes that, without disregarding the core consumer protection purpose of trademark law, we need to start viewing the question of ensuring consumers get what they want both with a broader view of consumer interests and more explicit attention to a wider array of values.
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