論網路商標之使用與維護的保護

A Study for Protection of the Use and Maintenance on Internet Trademark

網際網路對人類社會所帶來的改變，在電子郵件、報刊、廣告、購物、金融服務、娛樂、以及食衣住行等各方面，吸引了全球十數億的網路使用人口。商標與經濟發展關條密切，為企業所重視之資產。網路成為新興行銷管道後，因其環境特質，如無國界隔閩、隱匿性高、資訊傳遞即時便利、使用環境開放等，衍生出實體社會中既有商標法屬地原則的衝擊。本文遂以世界智慧財產組織商標、工業設計及地理名稱法規常設委員會何IPO SCT）所制定 的指導方針，分別探討如何界定網路上商標權之 地域範圍？及網路商標使用的非典型態樣，是否符合商標使用之構成要件？以釐清實體 環境與網路 環境在商標保護適用上之灰色地帶，商標在實體地域的保護，也能擴及全球性的網路中嗎？傳統的商標法屬地原則下應如何判斷商標權範圍？使網路商標權人及網路商標使用者有明確 地遵循方向，及主管單位審理相關問題之參考。

The Internet impacts human society in various ways in all aspects of life, including the use of email, advertisement and news transmission, online shopping, online financial service application, online game playing, etc. Its convenience attracts billions of people to join. Trademarks are important assets of corporations because they influence much on business promotion. As the internet becomes a new way of marketing, its transnational, private, effective, and easy-access character challenges the territoriality principle of Trademark Law. This principle is hard to apply in the internet world because of its transnational character. Therefore, this article discusses the WIPO SCT (Standing Committee on the Law of Trademarks) guideline, talking about the use and maintenance of certification mark, and its type of registration. How do people choose online stores with various network certification marks? These are very important issues for online business promotion. Besides, this article will try to solve the problem of trademark protection in the world of internet.