Nfi dung quyin sd him cdng nghifp tii vdi nhdn hif u Quyen sd hiiu dem lgi cho chu sd hiiu ba quyen ndng: Chiim hihi, su dyng vd djnh dogt.. Theo nii dung ndy, djnh dogt quyin SHCN doi
Trang 1(phAplu4tod.3UMha 8610 (331)-2019
MOT SO VAN DE LY LUAN VE BAO HO QUYEN SO HOU CONG NGHIEP DOI V t i NHAN HIEU TRONG THIAING MAI DIEN TUf
• • •
I ThS T R A N T H | THANH HUYfeN •
Tdm tdt: Bdi viet phdn tich mgt so vdn de /)5 lugn ve bdo hg quyin sd hiru cdng nghiip doi vdi nhdn hilu tmng ihuang mgi diin tu Qua dd, giup edc nhd hogeh dinh chinh sdeh ed nhirng edn cir ly lugn di thiil ki cde chinh sdeh ve nhan higu phii hgp, gin lien bdn chdt die thii eua thuang mgi diin tir
Abstract; This article analyzes some theoretical issues on the protection of industrial property rights
of brand in e-eommerce Thereby, helping policymakers have theoretical bases to design appropriate brand policies, associated with Ihe specific nature of e-commeree
1 Bio h$ quyen sd hfiu cing nghifp dii vdi
nhdn hifu
Theo Ti ehde Sd hflu tti hig Thi gidi (WIPO),
thi nhan higu la bit ky dau hifu ndo co khd ndng
phdn bigt hdng hda hogc djch vy cua doanh nghiip
nay vdi hang hia, djeh vy eua eac doi thu egnh
tranh khde' Ci thi noi, nhin hifu chinh Id gidi
phip gidp ngudi liiu dilng nhgn dign duge ehinh
sdn phdm, hang hoa cda nha sdn xuat
Cl Vift Nam, theo khodn 16 Diiu 4 Lu^t Sd hflu
tri tui ndm 2005 - sua dii, bi sung ndm 2009 (sau
ddy ggi Id Ludt Sd hflu tti tui), dii nhdn hiiu Id
ddu hiiu ddng di phdn biit hang hda, djch vy cua
cac ti ehde, cd nhdn khac nhau Nhdn hifu dugc
bdo hp niu ddp dng ede diiu kifn nhu: (i) Ld dau
hiiu nhin thiy duge dudi dgng ehfl cdi, til ngtt,
hinh vi, hinh dnh, ki cd hinh ba chiiu hodc sy kit
hgp cae yiu ti dd, dugc ttii hign bdng mgt ho^c
nhiiu miu sdc; (ii) Cd khd ndng phdn bift hdng
hod, djeh vy eiia chd sd hflu nhdn hifu vdi hdng
hod, djch vy cua chu Ihi khde (Dieu 72 Lu|lt Sd
hflu tri tuf)
1.1, Khdi ni^m bdo h$ quyin sd hdu cdng nghifp dii vdi nhdn hi^u
Cd ba eo sd triit hgc ve bdo hi quyin sd hthi tri tuf (SHTT) thudng dugc nhic den Id quan diim vi quyen ty nhiin (eua John Locke), quyin ty do sdng tgo (cda Emmanual Kant vd George Hegel) vd quan diem vj lgi coi quyen SHTT Id phuong tifn (utilitarianism cda Jeremy Bentham) Quan diim vj lgi hay cin ggi Id chd nghta cing lgi, chd nghta niy cho ring hdnh ding tit nhit Id hdnh ding dgt dugc mit cdch cao nhat nhflng gi duge eho la hflu ieh
Gin vdi quyin SHTT, quan diim vj lgi cho ring quyin SHTT Id phuong tifn giup can bing mit m$t
Id nhu eiu sdng tgo d nhdn, mjt khdc la nhu ciu phi biin tiling tin vd tiip efn tiling tin Quan diim ndy hifn nay dang dugc su dyng d nhiiu quic gia ttin tiie gidi hung vifc xdy dyng phip ludt vi sd hflu tti hif (MJf, Anh, Phdp ) vd d ed Vif t Nam, khi xdy dyng chinh sdeh, phdp luft vi sd httu tti tuf nhdm ttidc diy sy tiin bi khoa hgc cing nghf, ddm bdo hdi hda Igi ich cua ehu ttii quyin sd hflu tai hif vdi lgi ich cing cfng Cdch tiip cfn ndy dugc tdc
Ddn ChCi & Phdp ludt I
Trang 2(phap U14I od Xinh il 8610 (331)-2019
gid cho Id hgp ly, khi xem xet vigc bdo h i quyen
SHTT ein nhin ttong ting the moi quan hg lgi ich
cua chu the quyin sd hflu vdi lgi ich cua toan xa
hgi Nhu vdy, dudi gdc d i triit hgc, vife bao h i
quyin SHTT ndi chung, quyin sd hflu cong nghifp
(SHCN) doi vdi nhdn hifu ndi riing Id bdo hg
thdnh qud sy dau hi (tti tuf, cua cdi, cing sdc ) eiia
ede chu tiii quyin sd hull d i i vdi nhdn hifu d i tao
nen sy nhdn difn cho chinh sdn pham, djch vy eua
nhd sdn xudt
Dudi gdc dg kinh t i hgc, bdo h i quyin SHCN
dii vdi nhdn hifu gidi quyit vin d i mdt edn bdng
tiling tin giiia ngudi mua - ngudi bdn, bio vf lgi
ich cda ehu thi sin xudt kinh doanh vd ddm bdo cho
ngudi ban yen tam ddu tu vdo ehat lugng vd danh
tieng sdn phdm
Hifn nay, khi nghiin cdu v i bdo hg nhdn hiiu cd
thi dugc hiiu ttieo hai nghta Theo nghta ring, bdo
h i quyin SHCN dii vdi nhdn hiiu bao g i m ba nii
dung: (i) Trinh ty vd thu tye xic Igp quyen; (ii) Ngi
dung quyen cua chu sd hiiu; (iii) De cgp din vife
xu ly cde hdnh vi xdm phgm quyin Tuy nhien,
trong phgm vi bai viet ndy, tdc gid de cgp den vifc
bdo h i nhdn hiiu theo nghia hgp, ehi bao g i m
nhflng van de lien quan din ttinh ty vd thd tyc xac
Igp quyin vd nii dung quyin cua chu sd hflu Vin
de ve xd ly cac hdnh vi xdm phgm quyen, nam
trong ngi dung cua bdo v i quyin SHCN dii vdi
nhdn hifu
1.2 Nfi dung quyin sd him cdng nghifp tii
vdi nhdn hif u
Quyen sd hiiu dem lgi cho chu sd hiiu ba quyen
ndng: Chiim hihi, su dyng vd djnh dogt Quyin
SHTT noi chung, quyin SHCN d i i vdi nhdn hifu
noi rieng Id quyen doi vdi doi tugng v i hlnh, nen
quyin ndng chiim hflu v i mdt vdt chat se khing ttie
c i dugc Quyin ndng djnh dogt phy ttiuge khd
nhieu vao quyen nang sd dyng, cd thi su dyng nen
c i the djnh dogt, sd dyng thi ndo thi vigc djnh doat thudng sS tuong ung Diiu ndy cho thdy, phdn tich quyin ndng sd dyng d i i vdi quyin SHTT noi chung, quyen SHCN doi vdi nhan hifu ndi riing cho phep hieu day du vd todn difn nhdt v i bdn chdt
sd hflu cua quyin SHTT^ Nhu vdy, ngi dung ciia quyin SHTT ndi chung, quyin SHCN doi vdi nhdn hifu noi rieng bao g i m quyin ndng su dyng (thing qua cac dfc quyin su dyng) vd quyin djnh doat
Thdr nhdt, ve quyen sd dyng nhan hif u: Day dugc
xem Id mit ttong nhihig quyin ndng quan ttgng nhdt cda chu sd httu nhan higu Ben canh do, chu s i huu cin CO quyen chuyen quyen sd dyng doi vdi nhdn hifu Diiu ndy dugc hieu ring, trong thdi gian bio
hg, chu sd hfhi nhan hifu cd quyen chuyen quyen sii dyng nhdn hifu cho ngudi khdc Chu sd hflu c i dfc quyin sd dyng nhdn hifu, dong nghta vdi vife hg co quyin cam ngudi khac su dyng nhdn hifu
Thii hai, v i quyin djnh dogt nhdn hifu: Chii s i
hflu nhdn hifu cd quyin djnh dogt dii vdi nhdn hifu Theo nii dung ndy, djnh dogt quyin SHCN doi vdi nhdn hifu dugc hiiu Id vifc djch chuyin quyin SHCN td m i l (hodc nhieu) chu tiie ndy sang mft (hodc nhiiu) chd the khdc hogc Idm mit di quyin SHCN d i i vdi nhdn hifu dang dugc bio hg cua chu sd hihi nhan hifu Ben canh dd, chd sd hflu nhdn hifu ed quyin lhi chip, su dyng quyin SHCN doi vdi nhdn hifu de gdp von Idnh doanh, tiidnh Ifp doanh nghifp
2 Moi quan hf gifia bdo h$ quyen sd hihi cing nghifp d i i vdi nhdn hifu vik thinmg mil difn td
Hifn nay, sy phdt triin ciia thuong mgi difn td (TMDT) s5 gdp phan diy nhanh vin de nhgn difn nhdn hifu cda edc doanh nghifp khdp mgi noi tten ttii gidi Do vgy, d i tfn dyng toi uu cde gidi phdp
I Ddn ChCi & Phdp ludt
Trang 3<Phdp.bi4tod.Jiinha 86 10 (331)-2019
httu ieh cua intemet, eac doanh nghifp dd dua vao
cic website - bg mdt cua cing ty ttin nin intemet
nhflng dtt lifu dgng, h i ttg cic giao djch gifla ngudi
mua vd ngudi bdn vdi mye dich cuii cimg Id tii uu
hoa Igi nhufn tot nhdt Chmh diiu ndy dd ddt ra vdn
di mdi, co h i i mdi cho doanh nghifp trong vifc
quing ba hlnh dnh, thuong hifu, sdn phim, dich vy
ciia minh mit cdch tot nhit Tuy nhiin, trong
TMDT, do ngirdi lieu dung each xa v i mdt dja Iy,
khing gian so vdi nha cung cip san phim hang
hoa, nin vifc in dau mgt nhdn hif u dd dugc biit den
trong tii nhd ngirdi tiiu dung Id diiu rdt quan trgng
Vdi khodng cdch do, khieh hdng dudng nhu khing
ci CO hii thiit lip tiep xue ed nhdn vdi ngirdi bdn
vd sdn pham hole xem xet k^ edng sdn phdm va
djch vy ttirdc khi mua chung Cho nin, vifc Iya
chgn sdn phdm dya ttin cac nhan hifu ed uy tin,
hay dd dugc biit din, dudng nhu Id mft ttong
nhflng yiu to tiin quyit dnh hudng din vifc ra
quyet djnh mua hdng cua ngudi tieu ddng Hiin
nay, khdeh hang ttiing thudng cd xu hudng ttung
thanh vdi san phim, hdng hda gdn Iiin nhan hiiu
minh thudng hay sd dyng (sy mrag thdnh thuang
hifu), tiifm chi cdn huyin mif ng v i sdn phdm nhan
hifu d i Nhu vfy, vdi sy phdt ttiin cda TMDT gin
liin vdi edc m i hinh kinh doanh ngay mgt sdng tao,
ding nghia vdi vifc ngdy edng ghi diu sy hifn difn
cia nhdn hifu vdi vai ttd ehi ddn ttiuong mai,
hudng dan ngudi tiiu dung den noi xudt xd, eung
cip hdng hia sdn pham dd Diiu nay cho phep djt
ra nhiiu van d i liin quan din vifc bdo hg quyen
SHCN dii vdi nhdn hifu ttong TMDT, mit mdt vda
khuyen khich vd bdo ddm c^nh ttanh e i n g bdng
gifla edc nhd sdn xuit, bao vf ngudi tiiu ddng, mdt
khdc phdi linh din sy phit n i i n cda TMDT
Bdn chat eua gidi phdp quyen SHTT ndi chung
vd quyin SHCN doi vdi nhdn hifu noi riing Id tgo
ra khd nang kiem soat theo luat djnh dii vdi vife pho bien thing tin thong qua vigc eip d e dgc quyen phdp Iy cd gidi han H i tiidng quyin SHTT la phuong tifn gidp cdn bdng gitta mgt mdt Id nhu cau sing chi va sdng tgo, mgt khdc Id nhu eiu phi biin
vd tiip cgn ttiing tm Vdi chdc nang xde djnh nguin gic hang hda, djeh vy, ddm bao chat lugng, hf thong nhan hifu la hinh dnh khing thi thieu ttong qudng d o ttuyen thong cua doanh nghifp Trong khi dd, quyin SHTT liin quan din chi dan thuong mgi nhu nhdn higu duge phdt triin vdi tu each rngt gidi phap cho thit bai thj trudng do thing tin bdt cdn xung, vi the cd thi ding tin tai cimg cgnh tranh Idnh
m ^ Ap dyng cae ly thuyet ndy ttong mii trudng TMDT, tdc gid cung sd dyng cdch tiip cdn "ttung dung" dugc ung hg bdi mit lugng ldn d c hgc gid eho ring, trong mii tammg kjr tiiuf t si, gdn vdi cac hogt dgng kinh doanh tiiuong mgi tryc hiyen, bdn ehat vd edc nguyen Iy cua hf ttiing SHTT vin khing ttiay dii nhung d n d nhttng diiu ehtah hgp
ly d i hf ttiong nay tgn dyng dugc nhttng co hfi vd doi phd dugc nhflng ttiich ttidc mdi md cong nghf dem lai vd d e diiu chtah nay phdi phu hgp vdi dieu kiin kinh te - xd hii cua tdng quic gia Vifc cac chu thi cua hoat dgng TMDT hieu rd
vd c i trdch nhiim vdi viic bdo vf quyen SHTT nii chung, quyin SHCN cua chu sd hflu nhdn hifu nii riing, gdp phdn khing chi tao niim tin cho ngudi tiiu diing vdi sdn phdm hdng hia djch vy, md tgo niem tin cho chinh hogt dgng mua ban cung ung hdng hda, djch vy qua TMDT Qua dd, gdp phin lam tilde diy sy phdt ttiin cua TMDT, thuc diy sy sdng tao cde m i hmh kinh doanh dp dyng cing nghf mdi, nhit Id ttong tiidi ky Cdch mang cong nghifp 4.0, vdi xu hudng intemet kit nii ygn v f t Thyc t i hifn nay, l i t nhiiu ngudi tiiu ddng mua phdi hdng gid, hang nhai, hdng kim chat lugng
Ddn chd & Phdp ludt I
Trang 4fphdp Iu4l ad Xinh tl S610(331)-2U19
thing qua edc website eua TMDT Do vfy, niu
chinh cde ehu ttii cung cip mii trudng eho hogt
ding TMDT nii tren tudn thu cac chmh sach v i bdo
v i quyin SHTT, SHCN doi vdi nhdn hiiu cua eie
ehu 80 hihi, hgp tdc vdi edc chu thi quyin ttgng
vifc logi bd vifc xdm phgm nhdn hifu hodc Nhd
nudc e i nhttng biin phip ngdn chdn vd ddy lui ede
hanh vi xam phgm trin, thi s i thue day sy phdt ttiin
TMDT mit each nhanh ching
Noi tim lgi, sy phdt triin eua TMDT si ldm dnh
hudng din vife phdt ttiin, md ring khd ndng nhgn
difn nhdn hifu eda doanh nghifp, nhd sdn xudt
Ngugc Igi, bdo vf quyen SHCN dii vdi nhdn hifu
dugc thyc hifn tit hung TMDT, thi lgi Ich ciia chu
sd httu dugc bdo vf, niim tin cho khach hang,
ngudi lieu dimg doi vdi doanh nghifp, niim tin cua
khach hdng dii vdi hogt ding TMDT dugc tdng cao
vd thuc ddy sy phdt hiin cia TMDT Tuy nhiin, di
phit trien hai hda cd TMDT va bdo vf quyin SHCN
dii vdi nhdn hifu, cin tinh din vifc dam bdo sy cdn
bdng Igi ich cho cd hai vin di ndi tten Vife md
ring vd bdo v i thdi qud vin di ndo cung ldm dnh
hudng ngugc lgi din sy tin Igi va phat triin cua yeu
to eon Igi Niu chii ttgng phdt biin TMDT, khing
tinh din bdo vf quyin SHTT, til! si din din sy xdm
phgm lgi ieh cua edc chu thi quyin, dnh hudng din
sy lao ding sdng tgo cua edc chu ttii quyin SHTT,
Igi ieh ngudi tiiu dimg Niu chi bdo vf quyin
SHTT, SHCN vdi nhdn hifu, khing ti'nh din sy phi
cgp vd phdt ttiin thing tin, giao djeh difn hji, dnh
hudng din sdng tgo ede mo hlnh giao djch TMDT,
khong khuyin khich sy phit Biin cua TMDT, anh
hudng sy phdt triin vd tiin bi xd hgi, con ngudi
Do vgy, can nhin nhfn sy phdt tiiin cua TMDT, sy
ghi diu vd phdt ttiin cua nhdn hifu hang hia, djch
vy tagng TMDT li tit yiu vd can co sy bdo hi cua
Nhd nudc dii vdi ea hai vin de trin, sao eho vda
ttiue diy sy phat triin cda TMDT, vua bdo vf quyin
va lgi ieh hgp phap cua cde chd ttii quyin SHTT ndi ehung, SHCN doi vdi nhdn hifu ndi rieng
3 Nhihig viin d l phdp 1^ cv bdn lien quan din bio h i nhdn hifu trong thuong mgi difn td
3.1 Ve ddng ky ten mien
Mgt van de thu hut nhiiu sy quan tdm la moi quan hf gitta nhdn hif u vd tin miin (domam name) Mil website dugc djnh vj trin tateroet bing dia ehi intemet cda minh Bin egnh ehde ndng la dia chi mtemet, cde tin nuin cin ed chdc ndng xdc djnh eac doanh nghifp hay cde hang hoa hodc djch vy tarin mtemet^ Nhttng die diim nay dem Igi gid trj kinh ti rit Idn cho tin mien De dim bdo vifc djnh
vj sdn pham ttiong nhal trong ttii gidi ttiyc vd ttii gidi do, cde ehd sd hiiu nhan hifu luin e i mong
muin Id sd dyng d c nhdn hifu dd ddng ky cia
minh ldm tin miin Tuy nhiin, vifc md rfng quyk
d a chd sd hiiu nhdn hifu vdi edc dja chl intemet dudng nhu s i mdu thuan vdi nguyin tie "ddng ky trudc, xit cip trade" Do vgy, vin di tranh chip nay sinh khi c i ngudi su dyng, vgn hdnh ttang web
d ten mien nhung khing phdi Id ngudi sd hflu ten miin ho^c nhdn hifu tuong ty nhu tin miin Liic ndy, ngudi ddng ky tin miin d ttii chiim gifl ten mien de tryc Igi td cac ehd the lien quan hodc chiim gitt tin miin di khing cho dii ttiu c ^ tranh ddng ky duge hode sy dyng tin mien di Khi chiim gitt tin miin, d c chu thi ndy d n d ttii kit hgp xdy dyng nhttng n i i dung bit lgi cho dii did cgnh ta'anh ttong d c thing tin la ngi dung eua ttang web d dja chi tin miin dd ddng ky VI vfy, vin
di CO bdn ddt ra vdi nhdn hifu ttong hogt ding (Bog
ky tin mien chmh Id can phdi xdc djnh co chi phip
Iy di bdo h i nhdn hifu ttong phgm vi mii tnidng TMDT, ngdn chdn vin di ttanh chip vi phgm nii ttin Nhflng yiu to ndy cd ttii Id lya chgn ludt ip
I Ddn ChCi & Phdp ludt
Trang 5'Phdp.bidlaaXinha 8610 (331)-2019
dyng dieu ehinh tiling nhat vdi nhdn hifu vd tin
mien, vdn de vi md ring phgm vi quyin cda ehu sd
hflu nhdn hifu ttong mii tradng do vd ttiyc Theo
quy djnh phdp lugt quic ti va phdp lugt sd hflu tti
tuf d mgt si quic gia, thi vifc sd dyng mgt nhdn
hifu ci ttie Id diiu kifn di ddng ky hoae Id duy tti
vifc dang ky Vgy niu nhu su dyng nhan hifu ndy
ttong ttiuong mgi difn hi thi ci thia mdn cac yiu
cdu do hay khing? Niu tiida mdn ttii cin phdi ttlim
nhflng diiu kifn ndo, ngogi If nao? Cic nhdn hifu
ding nhit hay hiong ty ci ttii dugc sd hflu bdi
nhflng ngudi khdc nhau d eac nudc riing bift Do
do, vifc sd dyng edc nhdn hifu nhu vdy ttong
TMDT bdi mit hay nhiiu ngudi sd httu cd thi din
din xung dit Nhu vgy, thi hi thing ddng ky nhdn
hifu dya ta:en Idnh ttii hifn nay ei du thich hgp cho
dij ttuong tryc hiyin phi biin gidi dang nii lin hay
khing? vin di xdc Igp quyin dii vdi nhdn hifu
trong mii tairdng intemet ddt ra nhu ttii ndo di viia
dim bio quyin cua chu sd httu nhdn hifu vijra bao
vf quyin Igi cua ngudi tieu dung?
3.2 vin diphdt sinh trong thmmg mfi difn lir
liin quan den vifc cung cip moi tnrdng cho hoft
dfng thmmg mgi difn li
Liin quan din vifc cung cap mii ttydng cho
hogt ding TMDT, ei ttii ki din ngudi mii gidi
difn tti Ngudi mii gidi diin hi trong mii trudng
TMDT (ttie digital middleman) cd ttii Id mil dng
ty hodc mft hdng viin Uiing bin mgng intemet, tgo
ra mgt mii tradng lam vifc trin mgng (ciia hang
difn Hi do, bang web qudng do ) Mit si nba
mii gidi difn hi lgi hogt ding nbu Id nhd ddu gid
hay nhu m$t "chg trdi" noi eac nhd buin dua cac
qudng cio hang hda lin va ngudi mua dau gid
chiing Ddy Id mit trong nhom chu thi hifn dang
tham gia hogt ding TMDT, hg chinh Id edc tiiuong
nhan, ti chuc cung cip djch vy TMDT Nhu vdy
ttong q d ttinh hogt ding TMDT, ehu sd hflu website d thi chdo ban bat ky hang hia djch vy
ndo, neu nhu do la cde hdng hoa, xam phgm nhdn
hifu dugc chao bdn ring rdi ta^n eac website di, moi tradng dd, vi dy nhu ban hdng "fake", hay bit
ky hdnh vi xam phgm nhan hifu eua ehi tiii ttid ba khie, thi co chi bdo hi phap ludt hifn nay quy djnh
vd gidi quyit vin di ttin nhu tiii ndo?
Tiip nfla Id nhiing nha cung cap djch vy intemet hay nhd cung eip djch vy noi mgng (hitemet Service Provider- ISP), ehuyen cung cip edc gidi phap ket noi mgng todn ciu cho cic don vj ti chdc hay cde ei nhdn ngudi ding Trin nin tdng eing nghf do, ttong thi gidi do do edc trung gian thuong mai tgo nen, ngudi ban va ngudi mua si tiin hdnh giao djch vdi nhau qua hf tiling TMDT Tuy nhiin, dii vdi cac hogt dgng eung cap moi ttudng TMDT
nhu ttcD (hi vifc nhd cung eip djch vy internet, ehd
ede website TMDT, sdn TMDT, chg do ) khi ci
sy xdm phgm nhdn hifu cda bin thu ba dii vdi chi
sd httu nhdn hifu, ngay bin chinh mii budng TMDT md d c ehd thi ttin cung cip, thi co chi trdch nhifm cua cac bin Iiin quan duge xdc djnh nhu thi ndo? Vifc "vdo cugc" cua d c nha cung cip mii trudng TMDT ve mdt phap ly ra sao di tgo nin
sy edn bing, hdi hoa lgi ich giiia sy phdt triin cua thing tm, eua hogt ding TMDT vd viie bdo hi thanh qud Iao ding tri tuf ? Bdi 16, mil mdt vifc bdo
hi quyin SHTT nii chung, quyin SHCN vdi nhdn hifu nii riing, chinh la bao hg ttianh qud sdng tgo tti oc ciia con ngudi ttiong qua cic dgc quyin ciia chd sd httu ttieo quy djnb, hiy nhiin, mdt khdc ni cung can xem xet tt^n goc dg md rgng kha ndng tiip cgn thing tin di ddm bao Igi ich eua todn xd hii Tiong mii tnrdng TMDT, cho dd ban chit vd nguyin ly cua hf tiling SHTT vin khong fliay dii, nhung vin can d nhflng diiu chinh hgp ly di hf
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Trang 6(phdp ludl ed Xinh tl 8610(331)-2gia
thing nay tan dyng dugc nhttng co hgi vd d i i phd
dugc nhttng tiidch thuc mdi ma cac tiin b i cing
nghf, kinh t i dem lgi
33 Cde hoft d^ttg maketing, qudng cdo trin
internet cd st^xudt hifn nhdn hifu cda ben thur ba
Be qudng bd website, cac doanh nghifp cd xu
hudng gia tdng lugng tiny cap website ttiing qua
ky thudt sd dyng td khda (keyword) Vifc su dyng
d e c i miy tim kiim, hay cac djch vy ddn chiiu
nhu Google, Yahoo d i djnh vj thing tm bang edeh
g i m i t thudt ngtt hode mgt tu vao thanh eing ey
tira kiim ttd thdnh mft boat ding p h i biin cua
ngudi sd dyng intemet hiin nay
Khi chung ta diing cac tu khda de nhgp vdo cde
cing cy tim kiem, se d l dang tim thay cde ket qud
hifn thj la cde ttang web ma chdng ta muin hirdng
din Vifc tim kiim nhu vdy thudng dem din hai
lo;i kit qud: Thd nhit la, danh sieh kit qui "ty
nhiin" dugc hifn lin khi ta sd dyng td khia; thd
hai la mft danh sich dudi tieu de "Cie Iiin kit
dugc tdi ttg", hay edc qudng d o e i liin quan d i n
td khda d i Cde liin kit dugc tdi h ^ xuit hiin khi
doanh nghifp trd tien, hay mua chinh td khoa tim
kien do cho eae eing ty h i ttg qudng cao Liin kit
dugc tdi h ^ nay, s i gidp ngudi tim kiim kil noi vdi
website cua cac eing ty tra tiin cho viic kit n i i
d i Vdn d i liin quan din nhdn hifu trong qudng
edo td khia s i ndy sinh khi mgt doanh nghifp ttd
phi cho cic cing ty nhfn qudng d o , d i mua cac td
khda Id chinh edc nhdn hiiu, thdm chi Id nhdn hiiu
nii tiing cua ben thu ba Nhu vdy, hdnh vi mua
nhdn hifu cua m i l b i n thd ba dudi dgng tu khoa
q d n g cdo tu nhd qudng d o , cd tiiugc phgm vi die quyin cua ehu sd hflu nMn hifu hay khing? Hay
n i i cdch khdc, vdn d i md ring phgm vi nii dung quyin cua c h i sd hflu nhdn hifu trong TMDT din mdc d i ndo?
Bdn chit eua phdp ludt v i SHTT la tgo ra nhttng khd ndng kiim soit ttieo lugt djnh doi vdi vife phi biin thing qua vifc cap d e dgc quyin phap ly co gidi hgn Vdi eie chdc ndng xdc djnh nguin gie hang hda, djeh vy, dam bdo ehdt lugng va edi thifn vife trayen thing, nhan hifu giup gidm ehi phi tim kiem cua ngudi tiiu dimg, giup gidm chi phi qudng
d o cho chu sd httu Tuy nhiin, trade sy phdt biin nhu vu bdo cda intemet va TMDT dd tgo ra nhieu ttiich ttiuc doi vdi cde nguyin tic nin tang ciia quyen SHTT Trong dd, bin cgnh vife eo hay khing vifc md rfng quyin SHCN doi vdi nhdn hifn ttgng TMDT d i i vdi cde chu sd httu, co cic vin d i phip ly phdt sinh trong vifc bdo hf quyin SHCN doi vdi nhdn hifu ttong TMDT can djt ra li: (i) Xdc djnh phuong thuc tiip cgn phu hgp dii vii cac doi tugng mdi xuat hiin trong TMDT; (ii) Xic djnh pham vi dgc quyen cua quyen SHTT doi vdi cic hdnh vi sd dyng, khai tiidc ttong TMDT; (iii)
Co chi trdch nhifm cua cde nhd cung cip mii ttudng cho TMDT khi d hdnh vi xdm phgm nhdn hifu D i bdo vf quyin cua chu sd hihi nhdn hifu, tilde diy sy phat triin cua TMDT, cin d cac nghiin eihi chuyin sdu ve vifc bao h i quyen SHCN doi vdi nhdn hiiu ttong T^E)T •
1 Htlp://wwiv.v;ipo.int/trademarks/en/
2 Tran LI Hdng, "Mgt so van dl vi tdi sdn tri ml nhin tir gdc ttp khoa hgc phdp ly vi vdn di hodn thiin phdp lugt nil Nam ", Tgp chi Khoa hgc phdp ly so 2/2012, tr 23
3 Phgm Thi Mai Khanh (2016), Quyin sd hihi Iri tui trong thmmg mgi dign tii, Lugn an Tien si, tr 43
I Ddn chCi & Phdp ludt