WEBSITE PROMOTION AND PROTECTION OF INTELLECTUAL PROPERTY
A SPANISH LAW PERSPECTIVE
DOI:
https://doi.org/10.26512/lstr.v11i2.27016Keywords:
E-commerce. Competition. Internet. Regulation. Telecommunications.Abstract
Purpose ”“ The aim of this article is to analyse actions to promote websites that can violate intellectual property rights, in other words, copyright and the rights of online commercial brands.
Methodology/approach/design ”“ An analysis of Spanish legislation on intellectual property rights.
Findings ”“ Service providers that advertise on Internet deploy increasingly aggressive advertising formats which, on occasions, violate intellectual property rights. Spanish law on brands and unfair competition provides effective tools to sanction the various types of infraction that occur on Internet. This legislation could also be supported by industry self-regulation.
Practical implications ”“ The analysis in this article can be of considerable use to all actors who operate in this setting (society, and the public and private sectors).
Originality/value ”“ This article analyses the infractions that occur in advertising in relation to meta-labels and online links.
Downloads
References
ARDITI, D. Understanding copyright: Intellectual property in the digital age. New Media & Society, n. 7, p. 1148”“1150, 2017.
BEAL, K. The potential liability of linking on the Internet: an examination of possible legal solutions. Brigham Young University Law Review, n. 7, p. 703-725, 1998.
BLAVIN, J. H.; COHEN, I. G. Gore, Gibson and Goldsmith: The Evolution of Internet Metaphors in Law and Commentary. Harvard Journal of Law and Technology, v. 16, n. 1, p. 265-285, 2002.
CHANCEY, M. E. Meta-tags and hypertext deep linking: How the essential components of webauthoring and Internet guidance are strengthening intellectual property rights on the World Wide Web. Stetson Law Review, v. 29, p. 203-237, 1999.
CHONG, S. Internet Metatags and Trade Mark Issues. EIPR, v. 20, n. 7, p. 275-277, 1999.
CLARK, S. What a tangled web we weave, when first we practice to deceive: Frames, Hyperlinks, Metatags, and Unfair Competition on the World Wide Web. Hasting Law Journal, n. 50, p. 1333-1358, 1999.
DRATLER J.; MCJOHN, S. Intellectual Property Law: Commercial, Creative and Industrial Property. Portland: Law Journal Press, 2018.
GRIMMELMANN, J. The Structure of Search Engine Law. Iowa Law Review, v. 93, n. 1, p. 1-61, 2007.
FRANKLYN D.J.; HYMAN, D.A. Trademarks as Search Engine Keywords: Much Ado About Something?. Harvard Journal of Law & Tevhnology, v. 26, n. 2, p. 481-543, 2013.
HIMMELRICH, N.; DEAN, J. L. Keeping online activity in line: Internet trademark and copyright law. Maryland Bar Journal, n. 1, p. 39-43, 2000.
HUANG, V.T. Liability For ‘Invisible’ Use of Trade Marks on the Internet. Australian Intellectual Property Journal, v. 28, p. 51-63, 2018.
HYMAN, D.A.; FRANKLYN, D.J. Trademarks as Search-Engine Keywords: Who, What, When?. Texas Law Review, v. 92, n. 7, p. 2117-2150, 2014.
JAUHAR, A. Interdisciplinary Perspectives on Business Convergence. Harrisburg: Computing, and Legalit, Idea Group, 2013.
JOHNSON, J. H.; FRANCIS, D. A. Reviewing the Past Year's Top 10 Trademark Trends and an Analysis of Their Impact on 2008. Intellectual Property & Technology Law Journal, v. 20, n. 2, p. 1-8, 2008.
KAMINER, M. A. The limitations of trademark law in addressing trademark keyword banners. Santa Clara Computer & High Technology Law Journal, v. 35, n. 16, p. 35-62, 1999.
KAUR, R. AGGARWAL, R. BAGGA, T.; MAAN, J. Keyword Advertising and Trademark Infringement. International Journal of Control Theory and Applications, v. 10, n. 4, p. 93-106, 2017.
KELLER, B. P. Condemned to repeat the past: the reemergence of misappropriation and other common law theories of protection for intellectual property. Harvard Journal of Law & Technology, v. 11, n. 401, p. 401-428, 1998.
KELLEY, M. Is Liability just a link Hawai? Trademark dilution by tarnishment under the Federal Dilution Act of 1995 and hyperlinks on the World Wide Web. Journal Intellectual Property Law, v. 9, p. 361-375, 2002.
KHAN, M.N.; MAHMOOD, A. A distinctive approach to obtain higher page rank through search engine optimization. Sadhana, v. 43, p. 1-12, 2018.
KILEJIAN, M.; DAHLSTROM, S. Trademark Infringement Claims in Keyword Advertising. Franchise Law Journal, v. 36, n. 1, p. 123-134, 2016.
KOCHINKE, C.; TRÖNDLE, R. Links, Frames und Meta-Tags. Urheber ”“ Und markenrechtliche Implikationem im Internet. Computer unnd Recht, v. 15, n. 3, p. 190-197, 1999.
KOELMAN, K. J. Copyright Law and Economics in the EU Copyright Directive: Is the Droit d´Auteur passé?. International Review of Intellectual Property and Competition Law, n. 35, p. 603-638, 2004.
KOHLER, C.; BURMEISTER, K. Copyright liability on the Internet today in Europe (Germany, France, Italy and the EU). European Intellectual Property Review, v. 10, n. 21, p. 485-499, 1999.
KOTTHOFF, J. Fremde Kennzeichen in Meta-tags: Marken und Wettbewerbsrecht. K&R., n. 1, p. 157-161, 1999.
KNAAK, R. Metatags and keywords as comparative advertising. Journal of Intellectual Property Law & Practice, v. 9, n. 9, p. 770”“777, 2014.
KUR, A. Praxis des Online Recht. Weinheim: Wiley-VCH, 1998.
KUR, A. Metatags pauschale Verurteilung oder differenziende Betrachtung? Zugleich eine Stellungnahme zur “kennzeichenmäbigen benutzung” im Lichte der EuGH-Rechts-prechung. Computer und Recht, n. 1, p. 448-454, 2000.
LEA, G. The Internet and Authors' Rights. London: Sweet & Maxwell, 1999.
LOOK, J. J. The virtual wild, wild west (WWW): Intelectual Property Issues in Cyberspace: Trademarks, Service Marrks, Copyrights and Domain Names. University of Arkansas at Little Rock Law Review, v. 22, n. 1, p. 49-64, 1999.
LÓPEZ JIMÉNEZ, D. MONROY ANTÓN, A.; CRICHLOW, J. Self-regulation of electronic commerce: Issues in the context of Chilean law. Revista Chilena de Derecho, v. 44, n. 2, p. 347-369, 2017.
MACQUAIG, D. Halve the baby: An obvius solution to the troubling use of trademarks as metatags. John Marshall Journal of Computer and Information Law, v. 18, n. 643, p. 643-688, 2000.
MAGAGULA, L.; LEES, S. A comparative analysis of the approach to advertising keywords in South African and English trade mark law. Journal of Intellectual Property Law & Practice, v. 12, n. 3, p. 236-244, 2017.
MENKE, B. Die Verwendung fremder Kennzeichen in Meta-Tags: Ein Fall für das Kennzeichen und/oder das Wettbewerbsrecht?. Wettbewerb in Recht und Praxis, n. 1, p. 982-990, 1999.
MOYER, S. Frustrating The Internet Consumer And The Purposes Venid Trademark Law: The Unauthorized Use of Trademarks As Metatags. American Intellectual Property Law Association Quarterly Journal, v. 27, n. 4, pp. 335-368, 1999.
NESPOR, S.; DE CESARIS, A. Internet e la legge. Milano: Ulrico Hoepli, 2001.
NUPP, R. Concurrent Use of Trademarks on the Internet: Reconciling the Concept of Geographically Delimited Trademarks with the Reality of the Internet. Ohio State Law Journal, v. 64, p. 617-667, 2003.
PEELER, C. D. From the providence of kings to copyright things (And French moral rights). Indiana International and Comparative Law Review, v. 9, 1999, p. 423-456.
PEYRON, L. I Metatags di Internet como mezzo di contraffazione del marchio e di publicitá nasconta: un caso statunitense. Giur. It., p. 739-755, 1998.
PLAß, G. Hyperlinks im Spannungsfeld von Urheber-, Wettbewerbs- und Haftungsrecht. Wettbewerb in Recht und Praxis, p. 599-609, 2000.
REYES, R. The Legal Obligations of Search Engine Optimization Firms. Arizona Law Review, v. 57, n. 4, p. 1115-1138, 2015.
ROARTY, A. Link liability: the argument for inline links and frames as infrigements of the copyright display right. Fordham Law Review, v. 68, n. 3, p. 1011-1058, 1999.
ROBINSON, D.; CHIAROLLA, C. Protecting Traditional Knowledge: The WIPO Intergovernmental Committee on Intellectual Property and Genetic Resources, Traditional Knowledge and Folklore. London: Routledge, Taylor & Francis, 2017.
ROSSI, J. D. Protection for trademarks owners: The ultimate system of regulating search engine results. Santa Clara L. Review, v. 42, n. 295, p. 347-354, 2002.
SAMUELSON, P. Economic and Constitutional influence on Copyright Law in the United States. European Intellectual Property Review, v. 23, n. 9, p. 409-422, 2001.
SAW, C.L. Linking on the Internet and Copyright Liability: A Clarion Call for Doctrinal Clarity and Legal Certainty. International Review of Intellectual Property and Competition Law, v. 49, n. 5, p. 536-564, 2018.
SHEA, G. Trademarks and Keyword Banner Advertising. Southern California Law Review, v. 75, p. 529-554, 2002.
SIROVICH, J.; DARIE, C. Optimización del posicionamiento en buscadores con PHP. Madrid: Anaya Multimedia, 2007.
STERLING, J. A. Creator´s Right and the Bridge between Author´s Right and Copyright. International Review on Intellectual Property and Competition Law, p. 303-307, 1998.
STERLING, J. A. WorldCopyrightLaw: Protection of Authors Works, Perfomances, Phonograms, Films, Video, Broadcasts and Published Editions in National, International and Regional Law. Sweet & Maxwell, Londres, 2003.
STIM, A. R. Patent, Copyright & Trademark: An Intellectual Property Desk Reference. Berkeley: Nolo, 2017.
TOSI, E. ; TOSI, T. I problemi giuridici di Internet. Dall'e-commerce all'e-business. Milan : Giuffre, 1998.
VARANIDEK, B. Treferlisten von Suchmaschinen im Internet als Werbeplatz für Wettbewerber. Zugleich ein Beitrag zum Erfordernis des Kennzeichenmäbigen Gebrauchs nach neuem Markenrecht. GRUR, n. 4, p. 279-285, 2000.
WATSON, T.H. Pay Per Click: Keyword Advertising and the Search for Limitations of Online Trademark Infringement Liability. Journal of Law, Technology & the Internet, v. 2, n. 1, p. 101-130, 2011.
WASSON, B. Copyright implications of unconventional linking on the World Wide Web: Framing, deep linking and inlining. Case Western Reserve Law Review, v. 49, 1998.
WEINBERG, S. M. Cyberjinks: trademark hijinks in cyberspace through hyperlinking and metatags. Trademark Reporter, v. 87, n. 5, p. 576-589, 1997.
WEININGER, J. A. Trademark metatagging: Lanham Act liability or pareto optimality?. Whittier Law Review, n. 23, p. 469-484, 2001.
Downloads
Published
How to Cite
Issue
Section
License
By submitting this paper to the Law, State and Telecommunications Review,
I hereby declare that I agree to the terms of the Creative Commons Attribution 4.0 International (CC BY 4.0).
