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Κράτος μέλος Ελλάδα
Τίτλος Διαφήμιση με χρήση ξένου σήματος ως λέξης- κλειδιού (keyword advertising) σε μηχανή αναζήτησης του Διαδικτύου
Subtitle (Η νομική αξιολόγησή της από τη σκοπιά του ενωσιακού δικαίου των σημάτων, του ηλεκτρονικού εμπορίου και της συγκριτικής διαφήμισης)
Τύπος article
URL
Author EFTHIMIOU, A.
Reference ChrID (Chronica Idiotikou Dikaiou) 2015, pages 707-720 (Chronicles of Private Law- legal magazine)
Publication Year 2015
Λέξεις-κλειδιά advertising, case law, comparative advertising, internet, trade mark

Misleading and Comparative Advertising Directive, Article 4 Misleading and Comparative Advertising Directive, Article 4, (a) Misleading and Comparative Advertising Directive, Article 4, (b) Misleading and Comparative Advertising Directive, Article 4, (c) Misleading and Comparative Advertising Directive, Article 4, (d) Misleading and Comparative Advertising Directive, Article 4, (e) Misleading and Comparative Advertising Directive, Article 4, (f) Misleading and Comparative Advertising Directive, Article 4, (g) Misleading and Comparative Advertising Directive, Article 4, (h)

Τhe article examines the legal assessment of the modern advertising practice of “keyword – advertising”, i.e. the use of a keyword which corresponds to a trademark that belongs to a competitor of the person being advertised. In particular, the article discusses whether keyword advertising falls under the legal definition of comparative advertising and in case it does, whether it complies with the prerequisites of the permissible comparative advertising. The author is of the opinion that .the answer to the above questions is positive, since keyword advertising defines a competitor and leads an internet user to an alternative market solution. Furthermore, in order to determine whether the conditions of article 4 of Directive 2006/114 are met, a judge should apply the interpretation guidance of the European Court of Justice with regard to the functions of a trademark. Besides, according to ECJ case law, the conditions set for the comparative advertising should be interpreted in the most favorable way for comparative advertising. Nonetheless, the author argues that there are still pending issues in relation to keyword advertising to be clarified by the ECJ. Finally, the author highlights the need of consistency of the present legal framework with the technological developments.

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