Earticle

초록

영어

The purpose of this article is to provide the most appropriate form of legal protection far publicity in Korea. One of the most frequent uses of publicity occurs in commercials. However, due to expensive guarantees for celebrities, and to attract more of consumers' attention, companies employ celebrity look-alikes in their commercials, and celebrities bring suits against those companies for the infringement of right of publicity. Several court decisions admitted celebrities' clams without express statutory provisions granting right of publicity, which, together with the necessity to protect right of publicity, initiated the legislative action for inserting provisions for right of publicity into Korea Copyright Act. This article argues that such a property approach for the protection of publicity does not fit for the current situation of high information cost of legislation. Instead, this article argues for a liability approach, which is taken by section 43(a) of the Lanham Act of the U.S., which makes liable the use of publicity which results in likelihood of confusion. However, this article explains why the U.S. approach is not suitable for Korean situation, and proposes an improper enrichment approach' for the protection of publicity.

목차

I. 서론
 II. 부정경쟁방지법리의 적용을 위한 법적 근거
  1. 미국 연방 상표법에 의한 퍼블리시티의 보호
  2. 한국 부정경쟁방지법의 규정
 III. 광고에 이용된 유사물의 종류
 IV. 혼동의 의미
  1. 미국 연방 상표법 s43 의 경우
  2. 부정경쟁방지법 제 2조 제 1 호 바목의 적용가능성
 V. 부정경쟁방지법 이용의 타당성과 한계
  1. 부정경쟁방지법리에 의한 퍼블리시티 보호의 적절성
  2. 현행 부정경쟁방지법과 ‘혼동가능성’ 법리 이용의 한계
 VI. 결론
 참고문헌
 Abstract

키워드

퍼블리시티권 허위광고 유명인 유사성 부정경쟁 재산권 publicity false advertisement celebrity look-alike unfair competition property right

저자

• 박준우 [ Park, Junu | 서강대학교 법과대학 부교수 ]

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