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世博会赞助合作和标志特许经营计划为世博会的举办提供资金支持,未取得标志许可使用权的企业未经许可使用世博会标志,可能被认定为侵犯了世博会标志知识产权的隐性市场行为。上海世博会依据《世界博览会标志保护条例》、《世界博览会标志保护办法》及其他法律、行政法规和行政规章对世博会标志进行保护,对隐性市场行为进行规制并采取了一系列措施。对隐性市场行为“商业目的”的判断可借鉴美国的经验,以“营利目的”、“在特定商品或服务上”、“广告宣传”进行判断,还要考虑对赞助合作关系混淆的可能性;对近似标志的使用要区分情形适用不同的法律依据进行规制;对隐性市场行为的规制在一定程度上会导致利益失衡。
World Expo sponsorship cooperation and logo franchising programs provide financial support for the hosting of the Expo. Enterprises that have not obtained the license for the use of the emblem may use World Expo emblems without permission and may be deemed to have violated the implicit market behavior of the World Expo logo. Shanghai World Expo will be based on the “World Expo logo protection regulations”, “World Expo logo protection” and other laws, administrative regulations and administrative rules of the Expo logo to protect the implicit market behavior and take a series of measures. The judgment of hidden market behavior “commercial purpose ” can draw on the experience of the United States to judge for “profit-making purposes ”, “advertising on specific products or services ”, “advertising ”, The possibility of confusing the sponsorship and cooperation; the application of similar signs should be regulated by different legal grounds; and the regulation of the hidden market behavior will, to a certain extent, lead to the imbalance of interests.