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社交平台用户身份的不确定性与平台内容的多样性使得社交网络平台的日常运营存在巨大的商标侵权风险。将商标作为用户名进行注册,以及通过社交平台发布商标侵权产品或服务的信息是目前社交平台上导致商标权人利益受损的主要情形。对将他人商标注册为用户名的侵权分析可以借鉴城名与商标争议的解决方法,考察是否导致了混淆以及行为人是否具有恶意目的。社交网络平台未直接参与侵权商品或服务交易,其仅在明知或应知侵权行为的情形下承担间接侵权责任。除积极实施法律救济手段外,完善社交网络平台认证政策亦能起到保护商标权与维护网络用户合法权益的作用。
The uncertainty of the social platform user identity and the diversity of platform content make the daily operation of the social network platform have a huge risk of trademark infringement. The registration of a trademark as a user name and the release of information on a trademark infringing product or service through a social platform are the major situations that currently lead to the loss of the interests of trademark owners on social platforms. An infringement analysis of registering a trademark of another person as a user name can draw on solutions to the controversy between the city name and the trademark and examine whether it leads to confusion and whether the perpetrator has a malicious intention. Social networking platforms are not directly involved in the infringing goods or services transactions, and they bear indirect infringement liability only knowing or knowing the infringement. In addition to actively implementing legal remedies, improving the social networking platform certification policy can also play a role in protecting trademark rights and safeguarding the legitimate rights and interests of Internet users.