菸草控制框架公約對我國菸品商標審查之影響

The Framework Convention on Tobacco Control and its Impact on Tobacco Trademark Review in Taiwan

林雅淳(Ya-Chun Lin)

指導教授 ： 陳顯武

國立臺灣大學/社會科學院/國家發展研究所/碩士(2017年)

https://doi.org/10.6342/NTU201703153

摘要

菸品具有危害身體健康之特性，如何有效控制菸草的擴散是全球公共衛生政策之重要議題。為指導各國實施菸品控制的政策及方向，世界衛生組織制定《菸草控制框架公約》及其實施準則，對菸品包裝標示、廣告行銷有相關禁止、管制規定，並建議菸品採行素面包裝措施，以降低對菸草的需求。然此等規範大幅限制菸品商標之使用，甚至衝擊商標本身的價值和功能，對菸商之商標權利、營業自由、商業言論自由造成影響，且為菸品商標之設計態樣、使用方式帶來轉變，進而影響菸品商標之審查。要如何在不牴觸公共衛生法規，維護國民健康公共利益，與顧及吸菸消費者利益及商標權人個人利益間，找尋一個更適切合宜的審查與判斷，實為菸品商標審查之重要課題。
本研究以我國商標行政審查實務角度出發，首先於第二章，由商標註冊統計資料發現，菸品商標由外商取得註冊之比例約達八成，顯示外商對菸品商標的設計、使用對我國菸品市場具有指標性影響。第三章，由文獻分析、比較研究及案例分析，觀察國內外在落實公約對菸品包裝標示、廣告行銷規範之發展情形，並發現國內在菸害防制實務運作上，擴張《菸害防制法》第9條第1款之適用，造成「容器標示管制」及「廣告方式管制」的混淆。
第四章，經案例分析發現，菸品商標之設計變化特色；核駁菸品商標申請註冊之主要事由，及法條適用上出現之更替現象；商標爭議案之爭點、使用事證、混淆誤認之虞整體判斷之變化。第五章，由澳洲、歐盟對菸品素面包裝之見解，及國內大法官釋字脈絡，研析菸品素面包裝與菸商基本權利之間的關係，提出宜採行之合憲性審查標準；並由案例分析，探討商標審查實務面臨的問題。第六章，綜整各章研究發現，認為在面對不斷提高之國民健康保護標準，日趨嚴格的菸害防制政策，與顧及菸商利益，更要保有商標之功能價值，建議菸品商標審查，宜採較嚴格之審查標準，對識別性之要求宜提高。

關鍵字

菸草控制框架公約 ； 菸害防制法 ； 菸品標示 ； 商標法 ； 商標審查 ； 菸品素面包裝

並列摘要

Tobacco is a product with the character of harming human health, thus how to control the spread of tobacco has always been an important global issue regarding public health. In order to implement the tobacco control policy to decrease the demand for tobacco, WHO provide guidance for controlling the process of tobacco product consumption including packaging, advertising and marketing by setting Framework Convention on Tobacco Control (FCTC) and Guidelines for implementation of the WHO FCTC. However, the coverage of limitation of the WHO FCTC is so comprehensive that it impacts not only the right and freedom of tobacco industry but even the value and function of trademark. Moreover, the examination of tobacco trademark is influenced because of the change of the trademark design. It is important to find out a more proper criterion of trademark examination for tobacco to fit concerns of public health, tobacco consumers and tobacco trademark proprietors.
This study focuses on practices of the trademark examination in Taiwan. The trademark registration statistics show that foreign companies own almost 80% of the registered tobacco trademarks. This means that the design and use of tobacco trademarks by foreign companies have an overwhelmingly influence on local market.
Document analysis, comparative study and case analysis are used for the study on implementation of FTCT rules on tobacco packaging, advertising and marketing worldwide. The domestic practices of preventing tobacco harm substantially expands the operation of Article 9, subparagraph 1 of Tobacco Hazards Prevention Act and blurs the line between control of package labelling and advertising.
The above-mentioned development of preventing tobacco epidemic causes the change of tobacco trademark design, the main reasons and legal basis for refusal of tobacco trademark applications, even the proof of trademark use and the determination of likelihood of confusion. This study also focuses on the interpretation of tobacco plain package by Australia and the European Union, along with the Adjudication of Grand Justices Council of Taiwan. This is for the purpose to figure out the relationship between tobacco plain package and rights of tobacco companies and to propose feasible trademark examination criteria. By analyzing trademark cases, we look into questions in respect of trademark examining practices. Considering the trend of public health prevalence, this study suggests to take a stricter standard for the requirement of trademark distinctiveness to protect the function of trademark and the rights of tobacco companies.

並列關鍵字

Framework Convention on Tobacco Control (FCTC) ； Tobacco Hazards Prevention Act ； Tobacco labelling ； Trademark Act ； Trademark examination ； Tobacco plain package

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