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{"id":5346,"date":"2019-03-20T14:21:49","date_gmt":"2019-03-20T14:21:49","guid":{"rendered":"https:\/\/grecupartners.ro\/nom\/?p=5346"},"modified":"2019-03-20T14:21:50","modified_gmt":"2019-03-20T14:21:50","slug":"sesizarea-google-privind-incalcarea-drepturilor-asupra-marcii","status":"publish","type":"post","link":"https:\/\/grecupartners.ro\/nom\/sesizarea-google-privind-incalcarea-drepturilor-asupra-marcii\/","title":{"rendered":"Sesizarea Google privind \u00eenc\u0103lcarea drepturilor asupra m\u0103rcii"},"content":{"rendered":"\nMediul online a cunoscut \u00een ultima perioad\u0103 o ascensiune extrem de important\u0103 din punct de vedere al achizi\u021biilor efectuate online, fiind practic cel mai accesibil canal de distribu\u021bie. Consumatorii aleg s\u0103 apeleze la magazinele online<\/strong> tot mai des, dat\u0103 fiind accesibilitatea \u0219i confortul oferit celor \u00een c\u0103utare de produse sau servicii.<\/p>\n\n\n\nNum\u0103rul magazinelor online<\/strong> a crescut extrem de mult \u00een ultima perioad\u0103, iar anun\u021burile din mediul online prin intermediul c\u0103rora de\u021bin\u0103torii unor astfel de platforme aleg s\u0103 \u00ee\u0219i promoveze produsele sunt \u00een continu\u0103 cre\u0219tere. \u00cen aceste condi\u021bii, este tot mai des \u00eent\u00e2lnit\u0103 folosirea instrumentelor de publicitate puse la dispozi\u021bie de Google cum ar fi cuvintele cheie sau Google Ads. De\u021bin\u0103torii platformelor online utilizeaz\u0103 aceste servicii \u00een mod constant, astfel \u00eenc\u00e2t magazinele pe care le de\u021bin s\u0103 fie tot mai relevante \u00een cadrul c\u0103ut\u0103rilor efectuate de poten\u021bialii clien\u021bi, iar tenta\u021bia de a folosi prin intermediul diferitelor servicii de promovare oferite de Google m\u0103rcile notorii apar\u021bin\u00e2nd marilor produc\u0103tori este tot mai mare. Cuvinte cheie precum \u201cD&G\u201d, \u201cRay-Ban\u201d, \u201cGucci\u201d etc. sunt utilizate tot mai des. Desigur, marca folosit\u0103 in cadrul anun\u021bului prin intermediul cuvintelor cheie nu trebuie \u00een mod necesar s\u0103 fie una notorie, fiind \u00eent\u00e2lnit\u0103 \u00een practic\u0103 \u0219i situa\u021bia utiliz\u0103rii m\u0103rcilor apar\u021bin\u00e2nd concuren\u021bei astfel \u00eenc\u00e2t, in urm\u0103 c\u0103ut\u0103rilor, printre rezultate s\u0103 se numere \u0219i platformele care utilizeaz\u0103 aceste cuvinte cheie.\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 <\/p>\n\n\n\nLegisla\u021bia european\u0103 relevant\u0103 \u00een domeniul m\u0103rcilor men\u021bioneaz\u0103\n\u00een cadrul articolului 9 din Regulamentul (UE) 2017\/1001 Al Parlamentului\nEuropean si\nal Consiliului prerogativa utiliz\u0103rii exclusive: \u201c(1) \u00cenregistrarea unei m\u0103rci UE\nconfer\u0103 titularului s\u0103u drepturi exclusive<\/em>.\u201d Av\u00e2nd \u00een vedere prerogativele\nutiliz\u0103rii exclusive conferite prin intermediul \u00eenregistr\u0103rii m\u0103rcii, Google a\nfost nevoit s\u0103 creeze o modalitate de solu\u021bionare a acestor conflicte dintre\ntitularii m\u0103rcilor \u00eenregistrate \u0219i\nutilizatorii care folosesc cuvinte cheie ce \u00eencalc\u0103 drepturile exclusive\nconferite de m\u0103rcile \u00eenregistrate. <\/p>\n\n\n\nGoogle este astfel dispus s\u0103 solu\u021bioneze conflictele printr-o procedur\u0103\naccelerat\u0103 pentru a evita alte eventuale proceduri de \u00eencetare a utiliz\u0103rii\nneautorizate ce ar putea genera costuri suplimentare \u0219i timp pierdut. Totu\u0219i,\neste important de men\u021bionat c\u0103\nnu orice conflict dintre o marc\u0103\n\u00eenregistrat\u0103 \u0219i cuvintele cheie utilizate de titularii platformelor online este\n\u00eentotdeauna solu\u021bionat\n\u00een favoarea\ntitularilor de m\u0103rci,\nexist\u00e2nd \u0219i\nsitua\u021bii\n\u00een care Google permite\nutilizarea m\u0103rcii \u00een scop de promovare. Astfel\nde exemple pot fi urm\u0103toarele,\nf\u0103r\u0103 a fi men\u021bionate \u00een\nmod exhaustiv:<\/p>\n\n\n\n
- folosirea unui termen descriptiv sau generic,\ndar nu \u00een legatur\u0103 cu marca;<\/li><\/ul>\n\n\n\n
Situa\u021bia\nvizeaz\u0103 existen\u021ba\nunei m\u0103rci alc\u0103tuite dintr-o al\u0103turare format\u0103 dintr-un termen generic \u0219i un\ntermen distinctiv, cum ar fi spre exemplu \u201cmereprofi\u201d. Astfel, \u00een situa\u021bia \u00een care ar fi utilizat\npentru promovare cuv\u00e2ntul\ncheie \u201cmere\u201d din componen\u021ba m\u0103rcii pentru v\u00e2nzarea de fructe, Google ar\nputea respinge o solicitare privind \u00eencetarea\nutiliz\u0103rii unei p\u0103r\u021bi din marc\u0103, dat fiind faptul c\u0103\nreprezint\u0103 un termen exclusiv generic, accesibil \u00een mod liber oric\u0103rui agent\neconomic.<\/p>\n\n\n\n
- men\u021bionarea m\u0103rcii \u00een scopul v\u00e2nz\u0103rii unor\npiese de schimb sau alte accesorii compatibile cu produsele ce poart\u0103 o anumit\u0103\nmarc\u0103;<\/li><\/ul>\n\n\n\n
O astfel de situa\u021bie exist\u0103 atunci c\u00e2nd marca este utilizat\u0103 pentru a arat\u0103\ndestina\u021bia\nfinal\u0103 a unor piese\ndeta\u0219abile\/accesorii\n(huse pentru telefoanele mobile marca Apple, piese de schimb pentru\nautovehicule marca Dacia etc.). \u0218i \u00een\nastfel de situa\u021bii, utilizarea m\u0103rcii poate fi acceptat\u0103 de Google. Aceste\nlimit\u0103ri exist\u0103 \u0219i \u00een\nlegisla\u021bia\nm\u0103rcilor \u0219i\nvizeaz\u0103 efectele m\u0103rcii (at\u00e2t \u00een cazul legisla\u021biei na\u021bionale c\u00e2t \u0219i al celei europene):<\/p>\n\n\n\n
\u201cArticolul 14 din REGULAMENTUL (UE) 2017\/1001<\/em><\/p>\n\n\n\nLimitarea efectelor unei m\u0103rci UE <\/em><\/strong><\/p>\n\n\n\n(1)\nO marc\u0103 UE nu confer\u0103 titularului s\u0103u dreptul de a interzice ter<\/em>\u021b<\/em>ilor utilizarea <\/em>\u00ee<\/em>n comer<\/em>\u021b<\/em>:<\/em><\/p>\n\n\n\n (\u2026)<\/em><\/p>\n\n\n\n(c)\na m\u0103rcii UE dac\u0103 acest lucru este necesar pentru a identifica sau a face o\ntrimitere la produse sau servicii ca fiind ale titularului respectivei m\u0103rci,\nmai ales atunci c\u00e2nd utilizarea m\u0103rcii \u00een cauz\u0103 se impune pentru indicarea\ndestina<\/em>\u021b<\/em>iei\nunui produs sau a unui serviciu, \u00een special ca accesorii sau piese deta<\/em>\u0219<\/em>ate.\u201d<\/em><\/p>\n\n\n\n\u00cen condi\u021biile unei concuren\u021be tot mai agresive pentru a ocupa prima\npozi\u021bie\n\u00een topul preferin\u021belor\ncump\u0103r\u0103torilor, de\u021bin\u0103torii platformelor online\nse folosesc de foarte multe ori de metodele de promovare oferite de Google \u0219i,\nvoluntar sau involuntar, intr\u0103\n\u00een conflict cu\ntitularii m\u0103rcilor \u00eenregistrate.\n\nImportant de men\u021bionat este c\u0103 Google nu solu\u021bioneaz\u0103 niciun alt conflict cu excep\u021bia celor generate de folosirea \u00een mod neautorizat a m\u0103rcilor prin intermediul motorului de c\u0103utare, o\neventual\u0103 ac\u021biune\n\u00een contrafacere fiind necesar s\u0103 fie introdus\u0103 la instan\u021ba competent\u0103.\n\n\n\n<\/p>\n","protected":false},"excerpt":{"rendered":"
Mediul online a cunoscut \u00een ultima perioad\u0103 o ascensiune extrem de important\u0103 din punct de vedere al achizi\u021biilor efectuate online, fiind practic cel mai accesibil canal de distribu\u021bie. Consumatorii aleg s\u0103 apeleze la magazinele online tot mai des, dat\u0103 fiind […]<\/p>\n","protected":false},"author":1,"featured_media":4285,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_mi_skip_tracking":false},"categories":[2],"tags":[173,685,189,686],"yoast_head":"\n
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