奧林匹克運動會狙擊行銷之法律問題研究

Abstract

本研究旨在瞭解狙擊行銷的內容，並探討狙擊行銷之外國立法例與其法律問題，並以文獻分析法針對所期刊、專書與法規資料進行解釋及探討。主要研究結果如下： ㄧ、狙擊行銷活動內容， （一） 依其活動類型，可分為：傳播媒介、週邊活動、次級贊助與其他。 （二） 依其行為態樣，可分為：涉及商標使用部分與非涉及商標使用部分。 二、關於外國立法例： （一） 國際奧會以奧林匹克憲章明示其對奧林匹克運動會的所有權利，以及保有使用奧林匹克會徽、旗幟、格言和會歌做為廣告、商業或營利目的用途的絕對權利。 （二） 美國、澳洲、中國與英國在獲選承辦奧運會前即有相關的奧林匹克標誌保護法案，而英國、澳洲、中國及希臘在獲選承辦奧運會後，則針對該屆奧運會相關標誌特別立法。 三、狙擊行銷在我國法律的適用： （一） 在狙擊行銷態樣涉及商標使用部份，若涉及註冊商標，可適用商標法以及公平法第20條之規定，若涉及已成表徵之標誌，則適用公平法第20條，並據此採取救濟手段。 （二） 在狙擊行銷態樣雖未涉及商標使用情形，如係以表示或表徵透過廣告誤導消費者，則適用公平法第21條；倘若係狙擊者為自己競爭上目的，利用國際奧會在市場上從事效能競爭努力經營之成果的搭便車行為，則可透過公平法第24條之規定，採取救濟。 研究者建議可透過如贊助的套裝組合、與媒體合作、主辦城市契約、公共關係與票券等方式防止狙擊行銷。

The purpose of this study has two folds. One is to understand the strategies used in ambush marketing, the second is to discuss the foreign laws and legal relationships involved in ambush marketing. The main method of data collections was a thorough literature analysis that included documents from periodicals, books, and laws. The conclusions derived from this study are as follows: The ambush marketing can be classified according to the types of activities and actions. a. Within the types of activities, ambush marketing campaigns can be divided into mass media, relative activities, subordination sponsorship and others. b. In the category of actions, it can be divided into involvement in trademark and no involvement in trademark. Olympic Charter demonstrates International Olympic Committee’s right concerning the Olympic Games and the exclusive right to use Olympic Symbol, Olympic flag, Olympic motto for advertising and commercial purposes. America, Australia, China and United Kingdom have established the Olympic insignia protection act before they were chosen to hold Olympic Games. Australia, Greece, China and United Kingdom established a specific Olympic insignia protection act once they were chosen as hosts to the Games. When ambush marketing campaigns involve trademark, plaintiff may apply to Trademark Law and Fair Trade Law. On the other hand, when ambush marketing campaigns do not involve in trademark, plaintiff may apply to Fair Trade Law. The researcher suggested that event organizers should cooperate or sign contracts with the media as a means to prevent ambush marketing.