规制奥运会隐性市场行为的立法探索

奥运会隐性市场行为是指奥运会非官方赞助商通过各种商业行为明示或暗示其与奥运会存在某种联系,从而达到营利目的的侵权行为,具有行为隐蔽、手段多样、影响广泛等特点,需要寻求一个界定该行为的合理标准。国内、外对隐性市场行为的规制都有自己的法律规定,取得了一定成效的同时也存在不足。结合各国相关立法和实践以及我国基本国情,以一部政府规章《北京市奥运会隐性市场行为规制办法(建议案)》的方式,提出2008年第29届奥运会针对隐性市场行为的法律规制办法。

Legislative Attempts on the Restrictions of Ambush Marketing in Olympic Games

Ambush Marketing in Olympic Games is a kind of tortious activity.Out of profit concern,non-official sponsors of Olympics explicitly or implicitly indicate their connections with Olympics through various business activities.This covert marketing has diverse means and extensive influence.A proper standard to define it is required.Legal restrictions on ambush marketing have been established in both home and broad,but there exist disadvantages.In line with the relevant legislations and practice around the world as well as fundamental realities in China,this paper proposes legal restrictions on ambush marketing in the 2008 Beijing Olympic Games.