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  “120W”充电器,“120W”为商标名称实际功率12W

  “心机商标”乱象调查

  “买了‘去屑三分钟奇迹洗发水’,用后发现去屑效果一般,根本没有奇迹可言。找商家理论,对方说这款洗发水就叫‘去屑三分钟奇迹’。”这是北京市民刘爽前不久的一次网购经历。

  “你能想象吗,这款洗发水就叫这个名字。而我是把这个名字当成功效来购买的,我相信很多人跟我一样被这个名字忽悠了。”刘爽对前来采访的《法治日报》记者如是说。

  在其指引下,记者在购物网店所展示的商品信息中找了半天才发现其中的“奥妙”——密密麻麻的小字中藏着这一商品的名称。

  刘爽在网上发布了自己的遭遇,发现不少人也有类似的经历,网友将此现象称为“心机商标”,包括“××0添加”酱油、“壹号土”猪肉等。网友纷纷表示被这些商家绕进了“文字迷宫”,不知不觉中掉入了其精心设计的消费陷阱。

  受访专家表示,商标作为企业的标识和形象,承载着企业的信誉和品牌价值,近年来市场上出现的一些注册目的不纯、带有欺骗性的商标,不仅损害了消费者利益,也扰乱了市场正常秩序,加强监管、治理“心机商标”乱象刻不容缓。

  大搞文字游戏

  “买的××宝宝紫草油,仔细看发现商标旁有个小字‘TM’(表示该标志被作为商标使用,但并不代表商标已经获得注册或受到法律的特殊保护),上网一查,‘××宝宝紫草油’商标果然还没注册申请成功”;

  “以前买过‘树上熟’的水果,我以为树上熟了才摘下来卖的,结果只是商标叫‘树上熟’,买回来发现还有些‘生’”;

  “‘供港’食品,原来‘供港’是商标”;

  ……

  在网上,网友们“自查”家中的商品,很多人直言“不查不知道,一查吓一跳”。

  记者在调查中也发现,这些玩弄“文字游戏”的商标在生活中其实很常见。

  比如,“山里来的土”鸡蛋、“0添加西”梅,“只有水盐和面粉,其他没了”调味品,“零蔗糖”冰激凌、“安踏断码”“120W”充电器……引号里的文字并非商品特质,而是商品的名称。实际上,“土”鸡蛋并无国家标准,而“0添加”正在被新国标禁止标注,“120W”充电器实际只有12W功率。很多消费者表示,自己很容易被这些商品包装上的描述吸引而购买。

  调查中,根据消费者提供的线索,记者在某电商平台上搜索“儿童电话手表”,除有广东小天才科技有限公司旗下知名品牌“小天才”外,还涌现出“小天才特×”“小天才酷×”等名称高度相似的店铺和商品。例如,一款“小天才特×”手表售价仅218元,已售2000件;另一款售价248元的“小天才酷×”手表已售1万余件,由于和正品价格差距较大,“性价比”优势将其推上了热卖榜第8名。

  记者在主流企业查询工具上查询发现,“小天才酷×”商标自2020年被多家企业申请注册但均被驳回后,直至今年2月7日、2月20日仍被两家企业申请注册,目前属于“注册申请中”状态。“小天才特×”商标也于去年9月被企业申请注册,目前同样属于“注册申请中”状态。记者查询到,截至目前,广东小天才科技有限公司关于“侵害商标权纠纷”和“侵害外观设计专利权纠纷”的涉诉案件有几百起。

  规避审查标准

  商标法相关条款规定,带有欺骗性,容易使公众对商品的质量等特点或者产地产生误认的,不得作为商标使用;有害于社会主义道德风尚或者有其他不良影响的,不得作为商标使用。

  对此,受访专家表示,在商标审查实践中,如果商标名称中含有直接描述产品成分、功能的描述性词汇(如“零添加”“土猪”“土鸡”等),这样的商标通常难以注册。

  既然如此,为何市场上还会有这么多的“心机商标”?

  京都律师事务所竞争法律事务部主管合伙人王菲向记者介绍,商标注册流程主要包括形式审查和实质审查。形式审查核查申请材料是否齐全、格式是否符合要求,实质审查则主要判断商标是否具备显著性(如是否为通用名称)、是否违反禁用条款(如是否涉及国家标志、是否存在不良影响、是否会造成他人误解等)。

  她进一步分析,一些具有欺骗性或误导性的商标能够通过审查的原因有很多:审查员对某一商标是否存在误导性或“欺骗性”的认定存在主观差异;商标申请量逐年递增,商标申请审查工作时效要求高,缺乏充分时间调研论证特定商标是否实际误导公众;商标申请人通过拆分商标,多类别申请等手段规避审查。

  针对商标的具体审核过程,一位商标审查协作中心的工作人员介绍,能够注册成功的商标肯定符合当时的审查标准,但在注册后,商标是否成为误导性宣传的一环,属于企业的自身行为,“审查员在审查时,会对商标本身进行判断,但不可能预判到所有情况”。

  “比如有些商品明显不是丝绸制品,但商标里却说它是‘某某丝’或者原本产自南方的大米,商标却叫‘东北大米’,这种商标显然违规,是无法注册成功的。”华东政法大学知识产权学院教授王太平说,“像‘壹号土’商标,表面上看没什么,然而实际应用时就可能存在误导性。比如和猪肉搭配在一起很容易被消费者当作壹号‘土猪肉’,而非‘壹号土’猪肉。而这类商标很难被判定违规。”

  此外,有业内人士向记者表示,商标代理行业的无序发展也是“心机商标”不断出现的原因。一些代理机构以“包过”“内部渠道”为噱头招揽业务,甚至协助客户恶意抢注、囤积商标。

  完善处理机制

  目前市场上已经注册成功的许多“心机商标”该如何处理?

  在王菲看来,并不是说商标注册成功,就万事大吉了。不管注册了多少年,如果违反法律规定,就可以宣告无效。此类商标无论申请还是使用,都是在利益驱使下进行的。同时,社会治理的复杂性和治理效率也决定了立法者或司法人员无法预先排除所有问题,从源头上完全排除误导性商标的可能性极低,如果审核程序过于复杂反而不利于鼓励品牌经营和营商环境,因此完善事后处理机制十分重要。

  “我国有宣告注册商标无效的专门制度。对于一些注册目的不纯、带有故意误导和混淆的商标,任何人可以请求商标评审委员会宣告该注册商标无效,商标行政管理机关也可依职权宣告其无效。”王菲说。

  “治理违规商标不仅需要审查员,更需要市场监督管理部门及时去处罚违规企业。”王太平举例,曾经有企业申请注册某酒品的商标,第一次申请为“夜郎”,但因为跟郎酒品牌过于接近,注册未通过;第二次申请商标叫“夜郎古”,注册通过,“但使用过程中,一些消费者就会读成‘夜郎’古酒,从而把酒的品种认为成‘古酒’。这种情况虽然不是很明显的变形使用商标,但消费者的认知跟商标的原有意义已经完全不同了,就能被认定构成侵权。”

  “像这种情况,审查员可能发现不了,但是市场监督管理部门应当积极履行职责发现问题,并去查处相关企业,或者向商标局申请该商标无效,通过事后处理的方式去纠正商标注册环节的问题。”王太平说。

  王太平建议,市场监督管理部门与商标局联合治理“心机商标”,维护市场秩序和消费者权益。比如双方建立常态化联合执法机制,通过协同研判线索、制定行动方案、开展现场检查等,集中查处商标侵权及误导性商标案件。行业协会则应当推动建立商业伦理公约,将“不利用商标制造认知偏差”纳入企业自律准则。

  还有受访专家建议,可以建立商标注册信用承诺制度,要求申请人对商标真实性负责;对以欺骗手段取得商标注册的主体,依法宣告无效并列为失信主体;通过全国信用信息共享平台、企业信用信息公示系统归集商标违法信息,实现跨部门信用联合惩戒,提升违法成本。(法治日报记者赵丽实习生殷增梓)新闻结尾 地铁笨蛋第三章_欲望、疯狂与无法自控的夜晚的相关文章
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