Responses of Chinese Laws to Ambush Marketing

Zhou Wei ()
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Zhou Wei: College of Law, Wuhan University, Wuhan, China

Asian Journal of Law and Economics, 2018, vol. 9, issue 2, 12

Abstract: The restrictions on ambush marketing frequently contradict the basic legal principles of intellectual property right. Special legislation is not applicable to the majority of cultural and sports events for the protection of their rights and interests. This paper attempts to scientifically understanding the meaning of ambush marketing, define the relationship of legal interests behind the ambush marketing and find the solutions for the predicament of ambush marketing with respect to the existing trademark regulations, with a view to offering some intellectual support for the Chinese government in fulfilling its bidding commitments for the 2022 Olympic Winter Games.

Keywords: ambush marketing; interest balance; likelihood of confusion; trademark infringement (search for similar items in EconPapers)
Date: 2018
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DOI: 10.1515/ajle-2017-0015

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