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Renommésnyltning enligt generalklausulen - En win-win situation för en snyltare?

Nyström, Amanda LU (2016) LAGF03 20161
Department of Law
Faculty of Law
Abstract (Swedish)
Branding är en stor business i dagens affärsvärld. Termen används för att beskriva ett företags varumärkeskapitalsuppbyggande åtgärder. Det varumärkeskapital som byggs upp via brandingåtgärder utgör numera ofta en av ett företags mest betydande tillgångar. En tillgänglig möjlighet för näringsidkare att skydda sitt varumärkeskapital är genom generalklausulen i 5-6 §§ Marknadsföringslagen (MFL) som stipulerar att marknadsföring ska stämma överens med god marknadsföringssed vilket bl.a. innefattar ett skydd mot renommésnyltning. Renommésnyltning syftar på ett agerande då en näringsidkare utnyttjar en annan näringsidkares varumärkeskapital och obehörigen tillgodogör sig det positiva uppmärksamhetsvärde denna byggt upp.

Genom att anlägga... (More)
Branding är en stor business i dagens affärsvärld. Termen används för att beskriva ett företags varumärkeskapitalsuppbyggande åtgärder. Det varumärkeskapital som byggs upp via brandingåtgärder utgör numera ofta en av ett företags mest betydande tillgångar. En tillgänglig möjlighet för näringsidkare att skydda sitt varumärkeskapital är genom generalklausulen i 5-6 §§ Marknadsföringslagen (MFL) som stipulerar att marknadsföring ska stämma överens med god marknadsföringssed vilket bl.a. innefattar ett skydd mot renommésnyltning. Renommésnyltning syftar på ett agerande då en näringsidkare utnyttjar en annan näringsidkares varumärkeskapital och obehörigen tillgodogör sig det positiva uppmärksamhetsvärde denna byggt upp.

Genom att anlägga ett disciplinöverskridande perspektiv utreder uppsatsen rättskritiskt de effekter skyddet mot renommésnyltning och dess tillämpning ger ur ett företagsekonomiskt perspektiv och hur dessa förhåller sig till de skyddsobjekt som MFL uppställer.

Renommésnyltning förutsätter att det som snyltas på faktiskt bevisas besitta en viss grad av kändhet på marknaden. Bevisbördan faller på den som anser sig blivit utsatt för snyltning. En omotiverad tvetydig terminologivarians finns i Marknadsdomstolens begreppsanvändning avseende vilken grad av kändhet som ska bevisas samt vilket bevisvärde olika bevismedel kan anses besitta.

Efter en närmare granskning verkar skyddets reella såväl effekter som skyddsomfång kunna ifrågasättas. Betänkligheter finns även avseende Marknadsdomstolens resonemang i praxis samt skyddets placeringen i en generalklausul och därav följande sanktionsbegränsningar. Situationen idag framstår allt mer som en win-win situation för en snyltare.
Det genom praxis definierade kännedomskravet får anses högt ställt vilket medför att främst redan väletablerade och kända näringsidkare har en reell möjlighet att skydda sig mot renommésnyltning. Att genom sin tillämpning skapa en situation där marknadsföringslagens bestämmelsers reella skyddsomfång snävas till så pass att vissa av de i 1 § MFL definierade skyddsobjekten utesluts bör ifrågasättas. (Less)
Abstract
Branding is a big business in todays corporate world and the term is used to describe the work that is done in order to build strong brands. The brand equity that is built by branding often constitutes one of a traders most valuable assets. One possible option for traders to protect their brand equity is through the general clause in 5-6 §§ MFL in which it is stipulated that all marketing actions shall be coherent with good marketing practice. This includes, among other things, a protection against passing off. Passing off refers to the phenomenon when traders take advantage of other traders brand equity and abusively assimilating the positive attention value built by that trader.

Through a cross-disciplinary perspective the thesis... (More)
Branding is a big business in todays corporate world and the term is used to describe the work that is done in order to build strong brands. The brand equity that is built by branding often constitutes one of a traders most valuable assets. One possible option for traders to protect their brand equity is through the general clause in 5-6 §§ MFL in which it is stipulated that all marketing actions shall be coherent with good marketing practice. This includes, among other things, a protection against passing off. Passing off refers to the phenomenon when traders take advantage of other traders brand equity and abusively assimilating the positive attention value built by that trader.

Through a cross-disciplinary perspective the thesis analyzes the effects of the protection against passing off and its applications through a business administrative perspective and how these effects relates to the protected objects stated in the marketing law.

The protection against passing off implies that what has been passed of actually possesses a proven certain level of recognition in the market. The burden of evidence lies on the trader that claims such actions has been taken. There is an ambigous usage of terminology by the Market Court in court practice regarding which recognition level that should be proved as well as inconsistency in the evaluation of evidence.

After a closer examination it seems as the actual effects and area of protection that are given can be questioned. Doubts can be put forward also concerning the reasoning of the Market Court in court practice and the placement of the protection in a general clause and the thereby following restrictions regarding sanctions. The situation excisting today seems to be a win-win situation for a potential freeloader.
The by court practice defined level of recognition is to be considered high which entails that mainly traders that are already well established and possesses a relatively high level of recognition has a real possibility to protects themselves against passing off. In court practice the Market Court has created a situation that significantly narrows down the scope of protection up until the level where some objects that are stated as objects of protection in the marketing law gets excluded which can be considered as something questionable. (Less)
Please use this url to cite or link to this publication:
author
Nyström, Amanda LU
supervisor
organization
course
LAGF03 20161
year
type
M2 - Bachelor Degree
subject
keywords
civilrätt, företagsekonomi, marknadsrätt, renommésnyltning
language
Swedish
id
8874502
date added to LUP
2016-07-04 11:47:30
date last changed
2016-07-04 11:47:30
@misc{8874502,
  abstract     = {Branding is a big business in todays corporate world and the term is used to describe the work that is done in order to build strong brands. The brand equity that is built by branding often constitutes one of a traders most valuable assets. One possible option for traders to protect their brand equity is through the general clause in 5-6 §§ MFL in which it is stipulated that all marketing actions shall be coherent with good marketing practice. This includes, among other things, a protection against passing off. Passing off refers to the phenomenon when traders take advantage of other traders brand equity and abusively assimilating the positive attention value built by that trader. 

Through a cross-disciplinary perspective the thesis analyzes the effects of the protection against passing off and its applications through a business administrative perspective and how these effects relates to the protected objects stated in the marketing law. 

The protection against passing off implies that what has been passed of actually possesses a proven certain level of recognition in the market. The burden of evidence lies on the trader that claims such actions has been taken. There is an ambigous usage of terminology by the Market Court in court practice regarding which recognition level that should be proved as well as inconsistency in the evaluation of evidence. 

After a closer examination it seems as the actual effects and area of protection that are given can be questioned. Doubts can be put forward also concerning the reasoning of the Market Court in court practice and the placement of the protection in a general clause and the thereby following restrictions regarding sanctions. The situation excisting today seems to be a win-win situation for a potential freeloader. 
The by court practice defined level of recognition is to be considered high which entails that mainly traders that are already well established and possesses a relatively high level of recognition has a real possibility to protects themselves against passing off. In court practice the Market Court has created a situation that significantly narrows down the scope of protection up until the level where some objects that are stated as objects of protection in the marketing law gets excluded which can be considered as something questionable.},
  author       = {Nyström, Amanda},
  keyword      = {civilrätt,företagsekonomi,marknadsrätt,renommésnyltning},
  language     = {swe},
  note         = {Student Paper},
  title        = {Renommésnyltning enligt generalklausulen - En win-win situation för en snyltare?},
  year         = {2016},
}