人格權經濟利益之法制建構

Issues Involved Legal System of Economic Interest of Personality Rights

隨著媒體廣告方式改變，企業經營者為使社會大眾注意並消費其產品，常支付高額代言費，以換取名人代言，並得於廣告、產品外包裝上使用該名人之姓名或肖像等人格特徵。隨之而起的則是未經同意逕自使用名人之人格特徵為其產品代言，使消費者將該名人與產品相連結，進而行銷產品。在此趨勢下，最高法院104年度台上字第1407號民事判決與臺北地方法院108年度訴字第527號民事判決均肯認人格權具有經濟利益，對於人格權之保護與法律建構具有指標性意義。然而第一則判決肯認人格權得由繼承人繼承，衝擊我國法制上向來認為「人格權具有一身專屬性，不得讓與或繼承」之見解；第二則判決衝擊實務運作上被授權人之需求。
由於人格權涉及人身自由與人性尊嚴，因此，向來認為具有一身專屬性，不得讓與或繼承，然而隨著商業模式的轉變，產生許多以人格特徵為利用標的的契約。如何能在維護人身自由與人性尊嚴的前提下，給予利用人較多的保障，以符合市場需要，甚而符合當事人之利益平衡，則成為重要之課題。本文以德國為比較法研究的對象，主要探討二項問題：（1）人格權之利用具有經濟利益後，應如何定位其法律性質。（2）對於人格權之法律定性尚應考慮權利主體死亡後應如何保護的問題。

It becomes more and more often that the enterprise pays for celebrity endorsement. The enterprise can use a celebrity’s name, photos or sounds for advertising of his products or services. This way of advertising attracts lots of attention of the masses and maybe also results in consume of the products or services. But this new way of advertising also causes that someone uses the celebrity’s name, photos or sounds in the advertisement without permission. To this problem , there are two important judgements in Taiwan to mention: Supreme Court 104 taishang No. 1407 and Taipei District Court 108 sui No. 527. Both of them agreed that the rightsholder has economic interest of the Personality Rights and can sue for the damages. But the first judgement indicated that the economic interest can be inherited in order to avoid that the celebrity’s name, photos or sounds could be used by everyone after his/her death. This opinion challenged the traditional view about Personality Rights. The traditional view considers that Personality Rights belong exclusively to the person and shall not be transferred and inherited. Another judgement pointed out that the license agreement has only the obligation effect. It means the licensee is not allowed to license other people and sue the infringers. Only the rightsholder can license and sue the infringers. But this opinion would not meet demand of the licensees.
On one hand Personality Rights are related to Personal freedom and human dignity; on the other there are more and more contracts of celebrity endorsement. This article makes a comparative study on Germany and tries to find a way to balance the protection of Personality Rights and the interest of licensees. The following two points will be focused: (1) legal nature of economic interest of Personality Rights; (2) protection of economic interest of Personality Rights after death of the rightsholder.