Nowadays, companies need to be able to promptly respond to the specific needs of us-ers on the web, which has become an 'attention ecosystem'. This thesis explores the crucial role of the trademark in SEO (Search Engine Optimization) and SEA (Search Engine Advertising), as its correct use in optimization and advertising strategies makes it possible to improve positioning in search results, increase awareness of the distinc-tive sign itself and attract potential customers. The analysis of the relationship between legitimate and illegitimate uses of another person's trademark shows that the same rules and regulations apply in both the offline and online contexts, although the cases examined by case law indicate that there is a distinction between licit and illicit uses of another person's distinctive sign in this con-text. Meta-tags hidden in the HTML code of web pages (see the Genertel and Techno-form cases) may entail an act of confusing unfair competition under Article 2598 of the Civil Code, and the use of another person's trade mark as a keyword in the Google Ads positioning service (see the Google France case), may be configured as an infringe-ment hypothesis under Article 20 of the IPC, insofar as another person's trademark is used for a distinctive function. On the other hand, uses of others’ trademark for descrip-tive and comparative purposes under Article 21 IPC (see the Interflora case) are not un-lawful, especially insofar as the keyword that coincides with the competitor's trade-mark enables consumers to make informed consumption decisions. Lastly, liability for unlawful uses of others’ sign, in accordance with Article 14 of Directive 2000/31/EC on electronic commerce, is attributable primarily to the advertiser and not to the ser-vice provider, who merely stores the terms containing the mark without making use of it.
Al giorno d’oggi le imprese devono essere in grado di rispondere tempestivamente alle esigenze specifiche degli utenti sul web, divenuto ormai un “ecosistema dell’attenzione”. Questa tesi esplora il ruolo cruciale del marchio nella SEO (Search Engine Optimization) e nella SEA (Search Engine Advertising), in quanto il suo corretto utilizzo nelle strategie di ottimizzazione e di advertising permette di migliorare il posizionamento nei risultati di ricerca, aumentare la consapevolezza del segno distintivo stesso e attirare potenziali clienti. L’analisi del rapporto tra usi legittimi e illegittimi del marchio altrui, mostra che si applicano le medesime norme e regole sia nel contesto offline sia online, sebbene i casi esaminati dalla giurisprudenza indicano che esiste una distinzione tra usi leciti e illeciti del segno distintivo altrui in questo ambito. I meta-tag nascosti nel codice HTML delle pagine web (vedi casi Genertel e Technoform) possono comportare un atto di concorrenza sleale di cui all’art. 2598 c.c., e l’uso del marchio altrui come keyword nel servizio di posizionamento Google Ads (vedi il caso Google France) può essere configurato come ipotesi di contraffazione ai sensi dell’art. 20 c.p.i., in quanto il marchio altrui sia utilizzato in funzione distintiva. Non sono invece illeciti gli usi del marchio altrui per finalità descrittive e comparative di cui all’art.21 c.p.i. (vedi il caso Interflora), specie quando la keyword che coincide con il marchio del concorrente consente ai consumatori di assumere decisioni di consumo consapevoli. Infine, la responsabilità per gli usi illegittimi del segno altrui, conformemente all’art.14 della direttiva 2000/31/CE sul commercio elettronico, è imputabile anzitutto all’inserzionista e non al prestatore del servizio, il quale si limiti a memorizzare i termini contenenti il marchio senza farne uso.
SEO E SEA: USI LEGITTIMI E ILLEGITTIMI DEL MARCHIO ALTRUI COME META-TAG E ADWORD
VAGHI, ERIKA
2022/2023
Abstract
Nowadays, companies need to be able to promptly respond to the specific needs of us-ers on the web, which has become an 'attention ecosystem'. This thesis explores the crucial role of the trademark in SEO (Search Engine Optimization) and SEA (Search Engine Advertising), as its correct use in optimization and advertising strategies makes it possible to improve positioning in search results, increase awareness of the distinc-tive sign itself and attract potential customers. The analysis of the relationship between legitimate and illegitimate uses of another person's trademark shows that the same rules and regulations apply in both the offline and online contexts, although the cases examined by case law indicate that there is a distinction between licit and illicit uses of another person's distinctive sign in this con-text. Meta-tags hidden in the HTML code of web pages (see the Genertel and Techno-form cases) may entail an act of confusing unfair competition under Article 2598 of the Civil Code, and the use of another person's trade mark as a keyword in the Google Ads positioning service (see the Google France case), may be configured as an infringe-ment hypothesis under Article 20 of the IPC, insofar as another person's trademark is used for a distinctive function. On the other hand, uses of others’ trademark for descrip-tive and comparative purposes under Article 21 IPC (see the Interflora case) are not un-lawful, especially insofar as the keyword that coincides with the competitor's trade-mark enables consumers to make informed consumption decisions. Lastly, liability for unlawful uses of others’ sign, in accordance with Article 14 of Directive 2000/31/EC on electronic commerce, is attributable primarily to the advertiser and not to the ser-vice provider, who merely stores the terms containing the mark without making use of it.È consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
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https://hdl.handle.net/20.500.14239/2977