論埋伏行銷（Ambush Marketing）管制方式之探討－以商標法與不正競爭法為中心

大型活動需要足夠的經費來源，而企業贊助現已成為重要的經費來源之一。官方贊助商支付高額的贊助金支持活動之舉行，並且預期從中獲取相當的經濟利益。然而，非官方贊助商對此採取新型態的「搭便車」行銷策略因應之，稱為「埋伏行銷」。埋伏行銷是一種相當新穎且正在不斷發展的商業行為，其特性乃未獲活動組織之授權，卻與活動建立聯繫；埋伏行銷在未付出相當成本的情況下，也可能達到官方贊助商預期的成效，因此埋伏行銷對官方贊助商及活動組織的經濟利益帶來衝擊。　　本文的重心乃就埋伏行銷為法律之評價，並研究雙方的利益衝突與衡平。首先，涉及之法規範為商標法，活動組織的應對方式，可能藉由活動商標之註冊及其後主張商標侵權，對於埋伏行銷採取防範，以保護官方贊助商的經濟利益。此外，不正競爭防止法相關法規範，如仿冒行為、不實廣告、其他足以影響交易秩序之欺罔或顯失公平行為，也可以提供活動組織及官方贊助商法律上之保護。而民法之相關法規範也為一防護之屏障。甚至，在奧運活動中，活動組織要求訂立密度更高的特別立法，以保護官方贊助商之經濟利益。然而上述法規範皆有其限制，就此可以發現活動組織與官方贊助商之經濟利益並非絕對地受到法律的保護，也可看出埋伏行銷基於大型活動之特質與商業言論自由，在法律上也具有合法的權益。對於台灣近年來舉辦大型活動時，並未就埋伏行銷予以關注，更未意識到雙方利益衝突與調整，因此本文提出國際間新發展議題的觀察，並且給予建議。

關鍵字

埋伏行銷；伏擊行銷；活動組織；官方贊助商；贊助關係；活動商標；商標侵權；不正競爭法；奧運特別法

並列摘要

Holding an event usually takes the event organizer a great deal of money. Companies as official sponsors relieve the financial stress of the event organizer and pay sponsorship fees to support the event. The official sponsor expects a return on its investment. The event organizer makes a number of promises to the sponsor, consisting among others in warranting advertising space, certain privileges and some level of exclusivity. The other companies, who don’t become the official sponsor, take a new marketing strategy to compete with the official sponsor. This is commonly referred to as ambush marketing, which is a new and developing marketing strategy. Ambush marketing is commercial activities which seek to associatiate their companies with the event without authorization from the event organizer. Without payment of the requisite sponsorship fees the ambush marketing companies are likely to achieve the goal that official sponsors have expected. Therefore, ambush marketing has impact on the economic interests of the official sponsor and the event organizer. This thesis focuses on legal analysis on ambush marketing and the study of the conflict and the balance of interests between two sides, one side ambush marketing companies as well as the other side the event organizer and the official sponsor. First of all, the concerned law is trademark law. The legal action under trademark law the event organizer may take is to register event mark and then according to the right claim trademark tort. The event organizer attempts to take leagal measures against ambush marketing in order to protect interests of the official sponsor. Furthermore, unfair competition law and civil law also provide them protection. At Olympic Games the event organizer even demands more protective special legislation. However, the law above mentioned has its own limits. We can observe the protection of economic interests of the event organizer and the official sponsor isn’t so absolute. We can not ignore that based on the feature of events and freedom of commercial speech ambush marketing has its legal position under law. As for recent events which are held by Taiwan, we neither pay much attention to the issue nor consider the conflict and the balance of interests between two sides. In this thesis, the author tries to point out the recently developing issue and bring up some suggestions.

並列關鍵字

ambush marketing ； event organizer ； official sponsor ； sponsorship ； event mark ； trademark tort ； unfair competition ； special legislation about Olympic Games

參考文獻

15. 張麗卿，公平交易法第二十四條法理分析與實務運用，公平交易季刊第15卷第4期，2007年10月。

10. 許忠信，由TRIPs與巴黎公約等國際規範論我國商標法上之保持公共使用需求－從廣告名句「鑽石恆久遠一顆永流傳」之商標註冊爭議談起，臺北大學法學論叢第六十七期，2008年9月。

1. 吳巧婷，奧林匹克運動會狙擊行銷之法律問題研究，國立臺灣師範大學運動與休閒管理研究所碩士論文，2007年7月。

2. Kendall, Christopher N. & Curthoys, Jeremy, Ambush Marketing and the Sydney 2000 Games (Indicia and Images) Protection Act: A Retrospective, 8 Murdoch University Electronic J. of L. 31, (June, 2001), available at http://www.murdoch.edu.au/issues/v8n2/kendall82nf.html.

2. MCCARTHY, J. THOMAS & SCHECHTER, ROGER E. & FRANKLYN, DAVID J., MCCARTHY’S DESK ENCYCLOPEDIA OF INTELLECTUAL PROPERTY (3rd ed. 2004).

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論埋伏行銷（Ambush Marketing）管制方式之探討－以商標法與不正競爭法為中心

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