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社交媒体粉丝账户——尊重品牌还是侵犯商标？

# 社交媒体粉丝账户——尊重品牌还是侵犯商标？

Zama Buthelezi & 梅根 Reimers
- 9 7 月 2019

### 社交媒体使我们能够以过去从未有过的方式彼此保持联系。

它已经从传统上作为人、朋友和远方恋人的连接器发展成为企业和贸易商与消费者的连接器。

社交媒体也已演变成文化和运动的连接器——想想那些席卷社交媒体的各种挑战，#10yearchallenge 鼓励您分享复古照片，甚至名人也参与发布他们十年前的照片。最近，#woolieswaterchallenge 很流行，我们看到各种肤色和背景的南非人在喝 Woolworth 的水时改变了他们的口音。

许多人不仅使用社交媒体进行社交，而且还通过将其用作交易平台来获得经济利益。社交媒体使初创企业能够非常轻松地进行自我营销和有效交易。事实上，社交媒体可能是在一个紧密联系的世界中接触和吸引消费者的最有效工具。

然而，尽管产生了所有积极影响，但它也给商标领域的企业带来了一些挑战。

几年前，在这种情况下 *Olivier Wasem 和 Sammy Wasem 诉 Facebook, Inc. 和 Ferrari SpA，案件编号 CIV-530869* （法拉利案），豪华汽车制造商法拉利和 Facebook 因父子团队（Olivier 和 Sammy Wasem）创建的受欢迎的法拉利 Facebook 粉丝页面而被起诉。粉丝页面吸引了数百万法拉利爱好者。

Wasems 声称法拉利曾试图自己创建一个 Facebook 页面，但未能吸引粉丝。法拉利意识到了 Wasems 的粉丝页面，并与他们联系，以合作伙伴的身份在粉丝页面上合作。经过多年在 Wasems 创建的粉丝页面上合作（根据合作协议），Ferrari 和 Facebook – 似乎协同工作 – 删除了 Wasems 作为页面的“管理员”，剥夺了他们控制或管理页面的能力创建。

Wasem 夫妇起诉法拉利和 Facebook 要求赔偿损失，其中包括违反合作协议（针对法拉利）和违反合同（针对 Facebook）。作为报复，法拉利提起商标侵权诉讼。法拉利案似乎最终没有在法庭上审理，尽管看看加利福尼亚高等法院如何决定此事会很有趣。

在南非，我们还没有遇到过法拉利案这样的社交媒体纠纷，但 #woolieswaterchallenge 让我们瞥见了商标所有者如何处理粉丝未经授权使用商标.

在 #woolieswaterchallenge 风靡一时后，Woolworths 在一条推文中对发起挑战的男孩们说：“*您的视频很棒，我们很乐意与您合并？？*……”

在我们看来，从商业角度来看，Woolworths 选择与年轻男孩合作的方法是谨慎的。这一决定让公众感到高兴，并鼓励年轻人的创造力。 Woolworths 还通过选择合作而不是诉讼来赢得消费者的青睐，现在（大概）它可以对 #woolieswater 男孩的帖子进行一些控制。

Woolworths 是否有可能对 #woolieswater 男孩提起法律诉讼？

从南非法律的角度来看，1993 年第 194 号《商标法》（“该法”）第 34 (1)(a) 和 (b) 条规定，在贸易过程中，与注册商标所涵盖的商品/服务类似的商品/服务相关的混淆性相似商标。

然而，至少在传统上，在粉丝页面上使用商标并不是“在交易过程中使用”——因为粉丝页面不是用于交易任何商品或服务，而是为具有相似兴趣的粉丝创建一个平台分享他们的经验，交换信息，并让彼此了解围绕相似主题的新闻或故事。因此，从这个意义上说，商标所有人会发现很难在针对粉丝未经授权在粉丝页面上使用其商标的传统商标侵权诉讼中取得成功。

此外，粉丝页面通常包含“粉丝页面”字样，这可以说清楚地向公众表明该页面不是企业或商标所有者的官方页面。同样，#woolieswater 男孩在交易过程中没有使用 WOOLWORTHS/WOOLIES 商标，因此根据第 34 (1)(a) 和 (b) 条提起的商标侵权诉讼很可能会失败.

根据该法第 34 (1) (c) 条，粉丝使用商标是否会被视为稀释商标？就本节而言，如果第三方以损害商标声誉的方式使用注册商标，即“稀释”品牌的广告价值/销售力并导致对品牌所有者造成经济损失。由于男孩们的视频和 #woolieswaterchallenge 受到公众的欢迎，很难说男孩们使用 WOOLWORTHS/WOOLIES 商标玷污了（一种稀释形式）WOOLWORTHS 品牌，并且无论如何，很难确定对 Woolworths 的经济损失。 （如果有的话，视频产生了相反的效果）。

使用属于另一方的商标总是有潜在风险的——你可能没有 #woolieswater 男孩那么幸运，这取决于你如何使用商标以及你的使用如何被公众接受。在 #woolieswaterchallenge 案例中，公众反应非常积极，以至于不同背景、文化和种族的社交媒体用户随后创建了原始 #woolieswater 视频的各种其他衍生产品。

南非人对 #woolieswaterchallenge 的接受和反应方式让人想起了 Sachs J 在案件中的判断 *Laugh It Off Promotions CC v South Africa Breweries International (Finance) BV t/a Sabmark International and Another (CCT42/04) [2005] ZACC 7； 2006 (1) SA 144 (CC)； 2005 (8) BCLR 743 (CC)（2005 年 5 月 27 日） *法官大人说：“……*幽默是民主的重要溶剂之一。它允许以非暴力形式表达公共生活中的歧义和矛盾。它促进多样性。它使大量的不满能够以无数自发的方式表达出来。它是体质健康的灵丹妙药*。”

*本文最初发表于 BizCommunity。*