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dc.creatorMarković, Slobodan
dc.date.accessioned2024-03-11T15:23:55Z
dc.date.available2024-03-11T15:23:55Z
dc.date.issued2022
dc.identifier.issn2524-8715
dc.identifier.urihttps://ralf.ius.bg.ac.rs/handle/123456789/1338
dc.description.abstractWithin the broader question of the permissibility of the referential use of another’s trademark, the author deals with the trademark aspects of comparative advertising. This matter is regulated in the EU and Serbia by the rules of unfair competition law and trademark law, and the author reflects on the origin and perspectives of the intertwining of these two areas. The research is organized around the division of the information content of the trademark into navigation goodwill and surplus goodwill. Navigation goodwill corresponds to the function of a trademark to indicate the origin of the marked product, while surplus goodwill describes the reputation of the trademark. The limits of protection of surplus goodwill are problematic in legal theory and practice. One highlight of research is the interpretation of the legal prohibition on comparative advertising of products that are imitations or replicas of the reference product. Another highlight is the conclusion that free riding on the reputation of another’s trademark, when comparatively advertising a competing product, is not unfair (impermissible) per se. Unfairness must be based on additional circumstances, especially harm to the reputation of the trademark.en
dc.rightsrestrictedAccess
dc.sourceBalkan Yearbook of European and International Law
dc.titleThe Referential Use of Another’s Trademark in the Context of Comparative Advertisingen
dc.typebookPart
dc.rights.licenseARR
dc.citation.epage24
dc.citation.other2021(): 3-24
dc.citation.spage3
dc.citation.volume2021
dc.identifier.doi10.1007/978-3-030-97431-2_1
dc.identifier.rcubconv_3292
dc.identifier.scopus2-s2.0-85143413061
dc.type.versionpublishedVersion


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