元宇宙中商标性使用的认定分析

Analysis of the Identification of Trademark Use in the Metaverse

摘要: 在元宇宙时代，商标虚拟化、数字化将是常态，同时也带来了在元宇宙中使用他人现实中的商标标识的行为定性问题、现实世界的商品和服务与元宇宙中的商品和服务的类似性判断问题以及与前两者密切相关的混淆认定问题。即使目前《商标法》及其相关制度没有针对前述商标数字化所带来的问题进行的专门规定，但元宇宙并非完全脱离现实，目前的商标性使用理论及与之密切相关的混淆理论仍可合理运用于元宇宙中的商标数字化。

Abstract: In the metaverse era, trademark virtualization and digitization will be the norm. At the same time, it also brings about the qualitative problem of using the trademark logo in the reality of others in the metaverse, the similarity judgment problem between the goods and services in the real world and the goods and services in the metaverse, and the confusion identification problem closely related to the former two. Even if the current ‘Trademark Law” and its related systems do not have special provisions on the problems caused by the above-mentioned trademark digitization, the metaverse is not completely divorced from reality. The current trademark use theory and the closely related confusion theory can still be reasonably applied to trademark digitization in the metaverse.