網路關鍵字廣告的商標使用爭議－評智慧財產法院100年度民商訴字第1號民事判決

我國於2011年新修正之商標法，雖就商標之使用、侵害商標權之型態等議題，已有詳盡規定；然而法律修正之腳步，依舊趕不上因網路科技迅速變遷所產生之新興商標爭議，關鍵字廣告即是其中一例。而最近的智慧財產法院100年度民商訴字第1號民事判決（以下稱本案判決）中，牽涉廣告主將已註冊為商標之藝名，設定為關鍵字廣告，如此是否構成商標之使用爭議，從本案判決之探討中，不僅可以看出關鍵字廣告於商標保護之特殊性，更能進一步瞭解廣告主使用相同或近似他人商標之關鍵字廣告的責任。因此本文嘗試從商標使用之法理開始談起，並分析比較我國法與美國法對於商標使用行為之規範，來檢視使用相同或近似商標之關鍵字廣告，是否屬於商標之使用行為，進而構成商標之侵權。最後，對於關鍵字廣告商標保護之見解，本文將歸納國內外理論及實務層面，並對未來關鍵字廣告之立法政策及司法實務方面，提出建議與結論。

關鍵字

商標法；商標之使用；關鍵字廣告；廣告主；關鍵字廣告之使用

並列摘要

Taiwan's Trademark Act amended in 2011 which included detailed regulations about the use of trademarks and types of trademark infringement. Despite those amendments, the pace of legislative change is slower than the pace of disputes arising from the use of trademarks in keyword advertising on the internet. In 2011, Taiwan Intellectual Property Court decided the case of Min-ShangSu-1 (hereafter called Min-ShangSu-1). The Min-Shang-Su-1 stated important law regarding the liability of advertisers for trademark infringements, when using keyword advertising identical or similar to other trademarks. Consequently, it provides an understanding of special trademark protections for keyword advertising. This article tries to analyze legal theories regarding the use of trademarks and compare the legal systems of Taiwan and the United States in order to examine whether the use of keyword advertising constitutes the use of trademark or even trademark infringement. The article concludes with a review of legal theories from Taiwan and other countries regarding trademark protections for keyword advertising, makes suggestions, and provides conclusions for future legal policies and practices concerning keyword advertising issues.