--- title: "Exploitation Without the Imitation" description: "In today’s modern economy, advertising is an essential vehicle through which a trade mark proprietor promotes a brand." image: https://spoor.com/wp-content/uploads/2021/02/Consumer-Advertising-and-Regulatory.jpg canonical: https://spoor.com/zh/exploitation-without-the-imitation-protecting-your-goodwill-through-the-asa/ url: https://spoor.getmd.ai/zh/exploitation-without-the-imitation-protecting-your-goodwill-through-the-asa/.md last_converted: 2026-10-23T20:06:56.055Z --- ```json { "@context": "https://schema.org", "@graph": [ { "@type": "Article", "@id": "https://spoor.com/exploitation-without-the-imitation-protecting-your-goodwill-through-the-asa/#article", "isPartOf": { "@id": "https://spoor.com/exploitation-without-the-imitation-protecting-your-goodwill-through-the-asa/" }, "author": { "name": "Eben van Wyk and John Foster", "@id": "https://spoor.com/#/schema/person/b530ce8d4ab955905a8bfcbfb74bd765" }, "headline": "Exploitation Without the Imitation – Protecting Your Goodwill Through The ASA", "datePublished": "2013-05-09T12:52:07+00:00", "dateModified": "2022-11-29T13:01:18+00:00", "mainEntityOfPage": { "@id": "https://spoor.com/exploitation-without-the-imitation-protecting-your-goodwill-through-the-asa/" }, "wordCount": 882, "commentCount": 0, "publisher": { "@id": "https://spoor.com/#organization" }, "image": { "@id": "https://spoor.com/exploitation-without-the-imitation-protecting-your-goodwill-through-the-asa/#primaryimage" }, "thumbnailUrl": "https://spoor.com/wp-content/uploads/2021/02/Consumer-Advertising-and-Regulatory.jpg", "articleSection": [ "News Article" ], "inLanguage": "zh-Hans", "potentialAction": [ { "@type": "CommentAction", "name": "Comment", "target": [ "https://spoor.com/exploitation-without-the-imitation-protecting-your-goodwill-through-the-asa/#respond" ] } ] }, { "@type": "WebPage", "@id": "https://spoor.com/exploitation-without-the-imitation-protecting-your-goodwill-through-the-asa/", "url": "https://spoor.com/exploitation-without-the-imitation-protecting-your-goodwill-through-the-asa/", "name": "Exploitation Without the Imitation - 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9 5 月 2013 ### 在当今的现代经济中，广告是商标所有人宣传品牌并旨在提高品牌在公众心目中的知名度的重要工具。 同样，侵权者经常通过广告来利用和利用商标所有人在品牌中获得的商誉和声誉。正如最近的 Multix Cling Wrap / Glad Wrap / 21102（2013 年 2 月 28 日）事件所示，向广告标准局（“ASA”）提出精心设计的投诉可以提供一种相对有效且成本低廉的机制，通过该机制，所有者可以强制执行其知识产权。 ASA 关于利用广告商誉的规定也可能对首次进入南非市场的外国产品构成威胁。广告业务守则（“守则”）是 ASA 的指导文件，适用于所有类型的广告，包括产品包装、广播、电视、在线、印刷广告和广告牌，并为消费者和竞争对手的投诉做出规定。在 Multix Cling Wrap 案中，Glad Wrap 的南非制造商和分销商根据旨在防止广告商模仿竞争对手的广告和/或利用该守则的条款，就 Multix Cling Wrap 的包装向竞争对手提出投诉竞争对手建立的广告商誉。 Glad Wrap 在南非销售的包装具有以下元素，这些元素多年来一直保持不变： - 黄色背景； - 在红色背景下以粗体白色字体显示的商号；和 - 产品长度和/或宽度的详细信息以粗体白色字体显示在包装右侧的蓝色背景上。 2012年4月，Multix Cling Wrap进入南非市场。 Multix Cling Wrap 产品的包装包括以下元素： - 黄色背景； - 商品名称以粗体红色字体显示在白色背景上（与 Glad Wrap 包装上的颜色相同，只是倒置）；和 - 产品长度和/或宽度的详细信息以粗体白色字体显示在包装右侧的蓝色背景上。 投诉人认为 Multix Cling Wrap 的包装与其 Glad Wrap 产品的包装令人困惑地相似，而不是试图根据普通法的假冒或非法竞争理由向法院提出代价高昂且旷日持久的申请，向 ASA 的理事会提出投诉 - ASA 的第一个投诉级别。 该守则第 II 节第 9 条涉及模仿广告，并禁止广告商以可识别和唤起现有概念的方式复制现有广告或其任何部分，并可能导致潜在广告价值的可能损失，尽管没有欺骗或混淆。 在对投诉的回应中，被投诉人提供了证据，证明其 Multix Cling Wrap 产品的包装自 2005 年以来一直在澳大利亚使用，现在只是在南非采用。投诉人在 2006 年才开始使用其 Glad Wrap 包装，因此被投诉人不可能复制投诉人的包装，而该包装在 2005 年尚不存在。在这种情况下，总局驳回了投诉的这一方面，认为没有对原始知识思想或作品进行有意识的复制，因此被投诉人没有模仿投诉人的包装。投诉的第二个依据是《守则》第 II 节第 8 条，该条涉及利用广告商誉并禁止广告商利用与他人产品或服务的商号或符号相关的广告商誉。 在考虑涉及涉嫌利用商誉的事项时，ASA 始终考虑广告的概念是否构成投诉人产品或服务的“签名”；一直在使用；消耗在整个媒体上；并在消费者心目中占有一席之地。在考虑了面前的证据后，该局认为投诉人曾用特定的颜色组合为其 Glad Wrap 包装做广告，在特定的装扮上花费了大量资金来推广产品，并在特定的时间里享受了该产品的大量销售。 -向上。此外，南非没有其他保鲜膜产品在其包装上使用相同的颜色组合。 鉴于上述情况，该局认定，申诉人在南非的 Glad Wrap 包装上使用颜色组合的具体方式建立了广告商誉。虽然管理局对被投诉人没有模仿或复制投诉人的产品包装感到满意，但投诉人在南非包装的装饰以及被投诉人以这种独特的颜色组合进入南非保鲜膜市场建立了商誉可能会削弱申诉人在南非建立的善意。在此情况下，责令被申请人撤回其包装，日后不再使用。本文发表于 2013 年 4 月 8 日的《营业日商业法和税务评论》增刊。