패션산업의 온라인분쟁해결제도(ODR) - 상표권, 도메인 및 오픈마켓 사업자 책임을 둘러싼 분쟁을 중심으로 -
Online Dispute Resolution for Fashion Industry
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Fashion business tends to rely on online business, leading to the Online DIspute Resolution(ODR). Online counterfeit luxury goods are a problem for luxury trademark owners, online marketplaces and the consuming public. The doctrine of contributorytrademarkliability developed as a response to this problem, but litigation under the doctrine has failed to adequately define the rights and obligations of the involved parties. This Note proposes a uniform anti-counterfeiting system that more effectively resolves trademark disputes in the online marketplace. The proposed system would (1) monitor online marketplaces for counterfeit listings and (2) provide alternative dispute resolution for parties with protracted issues. New detection technology and ADR processes provide a different, more effective way to curb online counterfeit sales. Rather than pushing abstract burdens on one side or another, the collective needs of the online marketplace can be served through a uniform, mutually agreed-upon system. An anti-counterfeiting program can be externalized to a third-party provider to balance the needs of all parties. There will be a monitoring process, which will screen for the authenticity of goods listed online. If any contributory liability disputes occur, the parties will be required to submit to an arbitration-like proceeding. Just as UDRP(the Uniform Domain-name Disputer Resolution Policy) system has become streamlined in solving cybersquatting disputes such that the urgency of the problem has faded, there is an opportunity for a system dealing with contributory trademark infringement problems to achieve the same result. Further examination will be required to outline the specific substantive and procedural rules of effective Anti-Counterfeit system such as international treaty.
Abstract
Fashion business tends to rely on online business, leading to the Online DIspute Resolution(ODR). Online counterfeit luxury goods are a problem for luxury trademark owners, online marketplaces and the consuming public. The doctrine of contributorytrademarkliability developed as a response to this problem, but litigation under the doctrine has failed to adequately define the rights and obligations of the involved parties. This Note proposes a uniform anti-counterfeiting system that more effectively resolves trademark disputes in the online marketplace. The proposed system would (1) monitor online marketplaces for counterfeit listings and (2) provide alternative dispute resolution for parties with protracted issues. New detection technology and ADR processes provide a different, more effective way to curb online counterfeit sales. Rather than pushing abstract burdens on one side or another, the collective needs of the online marketplace can be served through a uniform, mutually agreed-upon system. An anti-counterfeiting program can be externalized to a third-party provider to balance the needs of all parties. There will be a monitoring process, which will screen for the authenticity of goods listed online. If any contributory liability disputes occur, the parties will be required to submit to an arbitration-like proceeding. Just as UDRP(the Uniform Domain-name Disputer Resolution Policy) system has become streamlined in solving cybersquatting disputes such that the urgency of the problem has faded, there is an opportunity for a system dealing with contributory trademark infringement problems to achieve the same result. Further examination will be required to outline the specific substantive and procedural rules of effective Anti-Counterfeit system such as international treaty.
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