提起“大寶SOD蜜(mi)”“鮮橙多”，消費者大都(dou)耳熟能詳，并(bing)會(hui)不自覺地產(chan)生對商品(pin)成分(fen)的(de)積極聯想(xiang)。各類商品(pin)中(zhong)(zhong)競相打出(chu)“成分(fen)”牌，一方面是因為市場(chang)中(zhong)(zhong)品(pin)牌呈爆(bao)炸式(shi)增長，企業(ye)競爭愈發(fa)激烈，要(yao)想(xiang)在同質(zhi)化嚴重(zhong)的(de)市場(chang)中(zhong)(zhong)突出(chu)重(zhong)圍，企業(ye)需采取(qu)更加精細化的(de)戰略。尤(you)其是快消行業(ye)商品(pin)，在與社(she)交媒體、電(dian)商結合的(de)銷售模式(shi)下，企業(ye)意圖通過對商品(pin)成分(fen)的(de)宣傳獲得公眾的(de)信賴，達到良(liang)好的(de)效果；

  另一方(fang)面，消(xiao)費者(zhe)獲(huo)取(qu)信息便捷度提升，信息透(tou)(tou)明度提高，對各類(lei)商(shang)品(pin)的成(cheng)分(fen)(fen)、效果有(you)(you)了更(geng)深入的了解，并且(qie)更(geng)加追求有(you)(you)針對性、定制化的商(shang)品(pin)，有(you)(you)對成(cheng)分(fen)(fen)和功效的訴求，消(xiao)費行為特征(zheng)已發生改變。根據FIT（美國時裝技術學院）公布(bu)的《2018 FIT Transparency Perception Assessment Survey透(tou)(tou)明度感知(zhi)評估》的調查報告顯示，有(you)(you)72%的消(xiao)費者(zhe)希望品(pin)牌方(fang)能(neng)向他們解釋商(shang)品(pin)成(cheng)分(fen)(fen)具有(you)(you)什么(me)功效。

  在這(zhe)樣(yang)的(de)(de)市場環境下，消費者不(bu)斷加深“蘆(lu)薈補水”“人參抗老”等類似(si)的(de)(de)理(li)念(nian)。隨著企(qi)業(ye)“成分(fen)(fen)競爭”的(de)(de)不(bu)斷升級(ji)，之前(qian)不(bu)曾出(chu)現(xian)(xian)在某些商(shang)(shang)品的(de)(de)成分(fen)(fen)也跨領域(yu)“異軍(jun)突起”，比如(ru)牛油果(guo)應用于化妝品中，打造天然(ran)、滋養的(de)(de)效果(guo)等。映射到商(shang)(shang)標授權確權審(shen)查中，一些化妝品、醫藥等行業(ye)的(de)(de)企(qi)業(ye)申(shen)請(qing)(qing)注冊(ce)含(han)成分(fen)(fen)特(te)點(dian)(dian)的(de)(de)商(shang)(shang)標，近年來出(chu)現(xian)(xian)大量包含(han)“肽”、本草(cao)植物(wu)如(ru)“牛金花”等的(de)(de)商(shang)(shang)標注冊(ce)申(shen)請(qing)(qing)，而此(ci)類型商(shang)(shang)標通常難(nan)以獲準注冊(ce)。筆者通過對近年來相關案例的(de)(de)梳理(li)，明晰含(han)成分(fen)(fen)特(te)點(dian)(dian)的(de)(de)商(shang)(shang)標在申(shen)請(qing)(qing)注冊(ce)中的(de)(de)常見(jian)問(wen)題。

一、實證(zheng)探究：涉含成分特點的商標相關案例梳理

  在(zai)市(shi)場環境、供求需求等因(yin)素的(de)影響下，一些企業會(hui)選擇含成(cheng)分特(te)點的(de)商標申請注冊，筆者對進入到(dao)司法程序的(de)相關案(an)例進行梳理，主(zhu)要涉(she)及如(ru)下條款的(de)判斷(duan)：（一）涉(she)及《中華(hua)人民共和國商(shang)標(biao)法》（下稱商(shang)標(biao)法）第十一條顯著性的案例

   涉案商(shang)(shang)(shang)標(biao)(biao)違(wei)反商(shang)(shang)(shang)標(biao)(biao)法第十(shi)一(yi)(yi)(yi)條的(de)(de)情形：在北京知識產權法院(yuan)（2016）京73行初4874號商(shang)(shang)(shang)標(biao)(biao)申請(qing)駁(bo)回復審(shen)行政糾紛一(yi)(yi)(yi)案中(zhong)，原告(gao)申請(qing)注冊“LIFE'SARA及圖”商(shang)(shang)(shang)標(biao)(biao)，指定(ding)(ding)使用在第5類“醫用營(ying)養品（包(bao)含(han)花生四烯(xi)(xi)酸(suan)(suan)）”等商(shang)(shang)(shang)品上。被訴決定(ding)(ding)以(yi)該(gai)商(shang)(shang)(shang)標(biao)(biao)構(gou)成(cheng)商(shang)(shang)(shang)標(biao)(biao)法第十(shi)一(yi)(yi)(yi)條第一(yi)(yi)(yi)款(kuan)第（二）項所指的(de)(de)情形為由(you)駁(bo)回其(qi)(qi)注冊申請(qing)。法院(yuan)經審(shen)理認定(ding)(ding)，該(gai)商(shang)(shang)(shang)標(biao)(biao)由(you)英文“life's ARA”及圖形共同組成(cheng)，其(qi)(qi)中(zhong)圖形部(bu)(bu)分(fen)(fen)(fen)并無鮮明特征，文字部(bu)(bu)分(fen)(fen)(fen)占據(ju)較(jiao)大比例，因此(ci)訴該(gai)商(shang)(shang)(shang)標(biao)(biao)的(de)(de)顯著認讀部(bu)(bu)分(fen)(fen)(fen)為文字部(bu)(bu)分(fen)(fen)(fen)。雖(sui)(sui)然原告(gao)主張其(qi)(qi)已放棄(qi)“ARA”的(de)(de)專(zhuan)用權，但相(xiang)關(guan)(guan)(guan)公眾仍會(hui)將(jiang)之視為該(gai)商(shang)(shang)(shang)標(biao)(biao)的(de)(de)一(yi)(yi)(yi)部(bu)(bu)分(fen)(fen)(fen)。結合(he)該(gai)商(shang)(shang)(shang)標(biao)(biao)指定(ding)(ding)使用商(shang)(shang)(shang)品的(de)(de)功能、用途(tu)，法院(yuan)認為其(qi)(qi)相(xiang)關(guan)(guan)(guan)公眾既(ji)包(bao)括食品、營(ying)養品制作(zuo)的(de)(de)專(zhuan)業人(ren)員(yuan)，也包(bao)括一(yi)(yi)(yi)般消費者。前者對(dui)“ARA”在醫學上是“花生四烯(xi)(xi)酸(suan)(suan)”縮(suo)寫具有(you)(you)慣常認知，了解其(qi)(qi)是一(yi)(yi)(yi)種人(ren)體(ti)體(ti)格發(fa)育所需要的(de)(de)多元不飽(bao)和(he)脂肪(fang)酸(suan)(suan)。后者結合(he)該(gai)商(shang)(shang)(shang)標(biao)(biao)指定(ding)(ding)使用商(shang)(shang)(shang)品中(zhong)關(guan)(guan)(guan)于成(cheng)分(fen)(fen)(fen)的(de)(de)表(biao)述性(xing)(xing)表(biao)達，亦會(hui)存在將(jiang)“ARA”與“花生四烯(xi)(xi)酸(suan)(suan)”之間(jian)建(jian)立關(guan)(guan)(guan)聯性(xing)(xing)認知的(de)(de)可能性(xing)(xing)。雖(sui)(sui)然“ARA”仍有(you)(you)其(qi)(qi)他含(han)義，但結合(he)上述分(fen)(fen)(fen)析(xi)，將(jiang)“life's”與“ARA”組合(he)使用，“ARA”的(de)(de)含(han)義具有(you)(you)明確的(de)(de)指向(xiang)性(xing)(xing)，相(xiang)關(guan)(guan)(guan)公眾會(hui)將(jiang)其(qi)(qi)理解為“花生四烯(xi)(xi)酸(suan)(suan)”。因此(ci)，該(gai)商(shang)(shang)(shang)標(biao)(biao)直接表(biao)示了商(shang)(shang)(shang)品的(de)(de)原料、成(cheng)分(fen)(fen)(fen)等特點，違(wei)反商(shang)(shang)(shang)標(biao)(biao)法第十(shi)一(yi)(yi)(yi)條第一(yi)(yi)(yi)款(kuan)第二項規定(ding)(ding)的(de)(de)情形，不具有(you)(you)顯著性(xing)(xing)。

   涉案商(shang)(shang)標(biao)英文(wen)成(cheng)(cheng)分(fen)與中(zhong)(zhong)(zhong)文(wen)并(bing)(bing)(bing)未形成(cheng)(cheng)直接的(de)(de)對應關(guan)(guan)(guan)系(xi)，且(qie)具(ju)有(you)(you)知名(ming)度，未違(wei)反(fan)商(shang)(shang)標(biao)法(fa)第十(shi)一(yi)條(tiao)(tiao)的(de)(de)情形：在北京市第一(yi)中(zhong)(zhong)(zhong)級人民法(fa)院(yuan)（2014）一(yi)中(zhong)(zhong)(zhong)知行初(chu)字第3291號(hao)商(shang)(shang)標(biao)申(shen)請(qing)(qing)駁回復審行政糾紛(fen)案中(zhong)(zhong)(zhong)，原(yuan)告申(shen)請(qing)(qing)注(zhu)(zhu)冊“TYLENOL”商(shang)(shang)標(biao)，指(zhi)(zhi)定(ding)使用(yong)在第30類“糖果、非醫用(yong)口香糖”商(shang)(shang)品上(shang)。被訴決定(ding)以該(gai)商(shang)(shang)標(biao)構成(cheng)(cheng)商(shang)(shang)標(biao)法(fa)第十(shi)一(yi)條(tiao)(tiao)第一(yi)款(kuan)第（二）項(xiang)所指(zhi)(zhi)的(de)(de)情形為(wei)(wei)由駁回其注(zhu)(zhu)冊申(shen)請(qing)(qing)。法(fa)院(yuan)經審理(li)認為(wei)(wei)，尚沒(mei)(mei)有(you)(you)足(zu)夠(gou)的(de)(de)證據證明“TYLENOL”與“羥(qian)苯(ben)基(ji)乙(yi)(yi)酰胺(an)”為(wei)(wei)直接的(de)(de)中(zhong)(zhong)(zhong)英文(wen)對應關(guan)(guan)(guan)系(xi)。并(bing)(bing)(bing)且(qie)，在非英語(yu)為(wei)(wei)官方語(yu)言的(de)(de)中(zhong)(zhong)(zhong)國(guo)，糖果、口香糖的(de)(de)相關(guan)(guan)(guan)公(gong)眾在看到“TYLENOL”一(yi)詞時，能夠(gou)聯想(xiang)到“羥(qian)苯(ben)基(ji)乙(yi)(yi)酰胺(an)”這(zhe)種化學成(cheng)(cheng)分(fen)的(de)(de)概(gai)率非常低。“TYLENOL”“泰諾”作(zuo)為(wei)(wei)原(yuan)告在第5類商(shang)(shang)品的(de)(de)注(zhu)(zhu)冊商(shang)(shang)標(biao)在中(zhong)(zhong)(zhong)國(guo)大陸已具(ju)有(you)(you)一(yi)定(ding)的(de)(de)知名(ming)度，并(bing)(bing)(bing)且(qie)通(tong)過相關(guan)(guan)(guan)公(gong)眾的(de)(de)長期消費使用(yong)能夠(gou)建立起“TYLENOL”與“泰諾”的(de)(de)對應關(guan)(guan)(guan)系(xi)。“TYLENOL”作(zuo)為(wei)(wei)商(shang)(shang)標(biao)使用(yong)在指(zhi)(zhi)定(ding)商(shang)(shang)品上(shang)并(bing)(bing)(bing)沒(mei)(mei)有(you)(you)直接表示(shi)指(zhi)(zhi)定(ding)商(shang)(shang)品的(de)(de)原(yuan)料特點，未違(wei)反(fan)商(shang)(shang)標(biao)法(fa)第十(shi)一(yi)條(tiao)(tiao)第一(yi)款(kuan)第（二）項(xiang)的(de)(de)相關(guan)(guan)(guan)規定(ding)。

   涉(she)案商(shang)(shang)標(biao)未違反商(shang)(shang)標(biao)法(fa)第(di)(di)十一(yi)(yi)(yi)(yi)條的(de)情形(xing)：在(zai)北京知識產權(quan)法(fa)院(yuan)（2016）京73行(xing)初1617號商(shang)(shang)標(biao)申(shen)請駁回(hui)復審行(xing)政(zheng)糾紛一(yi)(yi)(yi)(yi)案中，原告申(shen)請注(zhu)冊“中綠(lv)(lv)粗糧王”商(shang)(shang)標(biao)，指定(ding)使(shi)用(yong)在(zai)第(di)(di)29類(lei)“肉、蔬菜(cai)色拉(la)”等(deng)商(shang)(shang)品(pin)上。被(bei)訴決定(ding)以該(gai)商(shang)(shang)標(biao)構成(cheng)第(di)(di)十條第(di)(di)一(yi)(yi)(yi)(yi)款第(di)(di)（七）項、第(di)(di)十一(yi)(yi)(yi)(yi)條第(di)(di)一(yi)(yi)(yi)(yi)款第(di)(di)（二）項、第(di)(di)三十條所指的(de)情形(xing)為由(you)駁回(hui)其注(zhu)冊申(shen)請。法(fa)院(yuan)經審理(li)認(ren)定(ding)，該(gai)商(shang)(shang)標(biao)由(you)“中綠(lv)(lv)”和“粗糧王”兩部分構成(cheng)，二者(zhe)均為顯(xian)著(zhu)識別部分，其包括(kuo)的(de)“粗糧王”雖(sui)然(ran)在(zai)一(yi)(yi)(yi)(yi)定(ding)程度上暗示(shi)商(shang)(shang)品(pin)的(de)特點，但不影響識別商(shang)(shang)品(pin)來源功能(neng)，未構成(cheng)商(shang)(shang)標(biao)法(fa)第(di)(di)十一(yi)(yi)(yi)(yi)條第(di)(di)一(yi)(yi)(yi)(yi)款二項規定(ding)的(de)情形(xing)。

（二）涉及商標法第十條第一款第七項欺騙性的案(an)例

   結合指(zhi)(zhi)(zhi)定(ding)(ding)(ding)(ding)(ding)使(shi)(shi)用(yong)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)屬(shu)性(xing)(xing)(xing)判(pan)斷商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)是(shi)(shi)否(fou)存在欺(qi)騙(pian)性(xing)(xing)(xing)的(de)(de)情(qing)形：在北京(jing)市(shi)高級人(ren)民(min)法(fa)院（2017）京(jing)行終2683號商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)申請駁回復審(shen)行政糾紛一案中(zhong)，上訴(su)人(ren)申請注冊“快樂(le)番(fan)(fan)(fan)(fan)薯(shu)(shu)(shu)”商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)，指(zhi)(zhi)(zhi)定(ding)(ding)(ding)(ding)(ding)使(shi)(shi)用(yong)在第(di)(di)30類“谷(gu)(gu)粉制食(shi)品(pin)(pin)、糕點、木(mu)薯(shu)(shu)(shu)粉、果汁刨(bao)冰(bing)、咖啡(fei)”等商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)上。被訴(su)決定(ding)(ding)(ding)(ding)(ding)以該(gai)(gai)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)構成(cheng)(cheng)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)法(fa)第(di)(di)十(shi)條(tiao)(tiao)(tiao)第(di)(di)一款第(di)(di)（七(qi)）項(xiang)所指(zhi)(zhi)(zhi)的(de)(de)情(qing)形為由駁回其(qi)注冊申請。法(fa)院經(jing)審(shen)理認定(ding)(ding)(ding)(ding)(ding)，“番(fan)(fan)(fan)(fan)薯(shu)(shu)(shu)”為草(cao)本植物，是(shi)(shi)一種(zhong)高產而(er)適應(ying)性(xing)(xing)(xing)強的(de)(de)糧食(shi)作物，中(zhong)國消費者(zhe)一般會(hui)將“番(fan)(fan)(fan)(fan)薯(shu)(shu)(shu)”與(yu)主食(shi)聯系。該(gai)(gai)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)指(zhi)(zhi)(zhi)定(ding)(ding)(ding)(ding)(ding)使(shi)(shi)用(yong)的(de)(de)“果汁刨(bao)冰(bing)、咖啡(fei)”等商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)，與(yu)作為糧食(shi)作物的(de)(de)“番(fan)(fan)(fan)(fan)薯(shu)(shu)(shu)”差(cha)異明顯，消費者(zhe)基于生(sheng)活常識，不(bu)(bu)(bu)會(hui)因該(gai)(gai)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)中(zhong)含有(you)“番(fan)(fan)(fan)(fan)薯(shu)(shu)(shu)”一詞(ci)而(er)認為上述(shu)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)含有(you)“番(fan)(fan)(fan)(fan)薯(shu)(shu)(shu)”成(cheng)(cheng)分(fen)。故(gu)(gu)該(gai)(gai)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)指(zhi)(zhi)(zhi)定(ding)(ding)(ding)(ding)(ding)使(shi)(shi)用(yong)在上述(shu)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)上不(bu)(bu)(bu)具有(you)欺(qi)騙(pian)性(xing)(xing)(xing)，不(bu)(bu)(bu)屬(shu)于商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)法(fa)第(di)(di)十(shi)條(tiao)(tiao)(tiao)第(di)(di)一款第(di)(di)（七(qi)）項(xiang)規(gui)(gui)定(ding)(ding)(ding)(ding)(ding)禁止(zhi)作為商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)使(shi)(shi)用(yong)的(de)(de)情(qing)形。由于“谷(gu)(gu)粉制食(shi)品(pin)(pin)、糕點”等商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)完全可以由“番(fan)(fan)(fan)(fan)薯(shu)(shu)(shu)”制作而(er)成(cheng)(cheng)，故(gu)(gu)該(gai)(gai)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)指(zhi)(zhi)(zhi)定(ding)(ding)(ding)(ding)(ding)使(shi)(shi)用(yong)在上述(shu)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)上，亦難謂(wei)有(you)欺(qi)騙(pian)性(xing)(xing)(xing)。該(gai)(gai)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)指(zhi)(zhi)(zhi)定(ding)(ding)(ding)(ding)(ding)使(shi)(shi)用(yong)在“谷(gu)(gu)粉制食(shi)品(pin)(pin)、糕點”商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)上，雖無欺(qi)騙(pian)性(xing)(xing)(xing)，不(bu)(bu)(bu)違反商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)法(fa)第(di)(di)十(shi)條(tiao)(tiao)(tiao)第(di)(di)一款第(di)(di)(七(qi))項(xiang)的(de)(de)規(gui)(gui)定(ding)(ding)(ding)(ding)(ding)，但是(shi)(shi)否(fou)違反其(qi)它絕對性(xing)(xing)(xing)條(tiao)(tiao)(tiao)款，例如商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)法(fa)第(di)(di)十(shi)一條(tiao)(tiao)(tiao)的(de)(de)規(gui)(gui)定(ding)(ding)(ding)(ding)(ding)，應(ying)當依據前述(shu)規(gui)(gui)定(ding)(ding)(ding)(ding)(ding)進(jin)行進(jin)一步的(de)(de)審(shen)查。該(gai)(gai)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)指(zhi)(zhi)(zhi)定(ding)(ding)(ding)(ding)(ding)使(shi)(shi)用(yong)的(de)(de)“木(mu)薯(shu)(shu)(shu)粉”商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)，因其(qi)原料“木(mu)薯(shu)(shu)(shu)”與(yu)“番(fan)(fan)(fan)(fan)薯(shu)(shu)(shu)”屬(shu)于不(bu)(bu)(bu)同的(de)(de)薯(shu)(shu)(shu)類植物，不(bu)(bu)(bu)含有(you)“番(fan)(fan)(fan)(fan)薯(shu)(shu)(shu)”成(cheng)(cheng)分(fen)，容(rong)易導致消費者(zhe)對商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)原料特點產生(sheng)誤認，屬(shu)于商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)法(fa)第(di)(di)十(shi)條(tiao)(tiao)(tiao)第(di)(di)一款第(di)(di)（七(qi)）項(xiang)規(gui)(gui)定(ding)(ding)(ding)(ding)(ding)禁止(zhi)作為商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)使(shi)(shi)用(yong)的(de)(de)情(qing)形。

   涉案商(shang)(shang)(shang)(shang)(shang)標未違反(fan)商(shang)(shang)(shang)(shang)(shang)標法第(di)(di)十(shi)條(tiao)第(di)(di)一款(kuan)第(di)(di)七項的(de)(de)情(qing)(qing)形(xing)：在北(bei)京(jing)市高級人民(min)法院(yuan)（2015）高行(xing)（知(zhi)(zhi)）終字第(di)(di)3424號商(shang)(shang)(shang)(shang)(shang)標申(shen)請駁回復(fu)審行(xing)政糾紛(fen)一案中，全(quan)藥(yao)株(zhu)式會(hui)社申(shen)請注(zhu)冊“全(quan)藥(yao)”商(shang)(shang)(shang)(shang)(shang)標，指(zhi)定(ding)(ding)使(shi)用在第(di)(di)33類“獸(shou)(shou)醫(yi)用藥(yao)、獸(shou)(shou)醫(yi)用制劑、動物(wu)用膳食(shi)補充(chong)劑、醫(yi)用或獸(shou)(shou)醫(yi)用微生物(wu)培養物(wu)”等商(shang)(shang)(shang)(shang)(shang)品(pin)上(shang)。被訴決定(ding)(ding)以該商(shang)(shang)(shang)(shang)(shang)標構(gou)成(cheng)商(shang)(shang)(shang)(shang)(shang)標法第(di)(di)十(shi)條(tiao)第(di)(di)一款(kuan)第(di)(di)（七）項所指(zhi)的(de)(de)情(qing)(qing)形(xing)為(wei)由(you)駁回其注(zhu)冊申(shen)請。法院(yuan)經審理(li)認(ren)為(wei)，該商(shang)(shang)(shang)(shang)(shang)標系由(you)全(quan)藥(yao)株(zhu)式會(hui)社的(de)(de)商(shang)(shang)(shang)(shang)(shang)號“全(quan)藥(yao)”組成(cheng)，基于社會(hui)公眾的(de)(de)普通認(ren)知(zhi)(zhi)水(shui)平，一般會(hui)認(ren)為(wei)其指(zhi)定(ding)(ding)使(shi)用的(de)(de)商(shang)(shang)(shang)(shang)(shang)品(pin)與藥(yao)品(pin)有(you)關。基于通常(chang)理(li)解，該商(shang)(shang)(shang)(shang)(shang)標指(zhi)定(ding)(ding)使(shi)用的(de)(de)商(shang)(shang)(shang)(shang)(shang)品(pin)為(wei)藥(yao)劑或含有(you)藥(yao)物(wu)成(cheng)分(fen)。該商(shang)(shang)(shang)(shang)(shang)標指(zhi)定(ding)(ding)使(shi)用在上(shang)述商(shang)(shang)(shang)(shang)(shang)品(pin)上(shang)不存在夸大宣傳(chuan)的(de)(de)情(qing)(qing)形(xing)，更不會(hui)導致消費者對商(shang)(shang)(shang)(shang)(shang)品(pin)的(de)(de)原料、成(cheng)分(fen)等特點產生誤認(ren)。故該商(shang)(shang)(shang)(shang)(shang)標的(de)(de)申(shen)請注(zhu)冊不屬于商(shang)(shang)(shang)(shang)(shang)標法第(di)(di)十(shi)條(tiao)第(di)(di)一款(kuan)第(di)(di)（七）項規定(ding)(ding)的(de)(de)情(qing)(qing)形(xing)。

二、規范檢視：涉含成分特點的商標可注冊性的司法考量

涉含成分(fen)特點的商標在(zai)注冊申請的審(shen)查過程中(zhong)主要涉及(ji)到顯(xian)著性(xing)及(ji)欺(qi)騙(pian)性(xing)的審(shen)查。

（一）顯著(zhu)性的判(pan)斷

  根據商(shang)(shang)(shang)(shang)標(biao)法第(di)(di)十(shi)(shi)一(yi)條(tiao)(tiao)第(di)(di)一(yi)款(kuan)第(di)(di)（二(er)）項(xiang)的(de)規(gui)(gui)(gui)定(ding)，僅直接表(biao)示商(shang)(shang)(shang)(shang)品(pin)(pin)的(de)主(zhu)要(yao)(yao)原(yuan)料及其(qi)(qi)他特點(dian)的(de)標(biao)志不(bu)得作為商(shang)(shang)(shang)(shang)標(biao)注(zhu)(zhu)冊(ce)；根據第(di)(di)十(shi)(shi)一(yi)條(tiao)(tiao)第(di)(di)二(er)款(kuan)的(de)規(gui)(gui)(gui)定(ding)，如上(shang)述商(shang)(shang)(shang)(shang)標(biao)經(jing)過(guo)使用(yong)取得顯著特征，并(bing)便于(yu)識(shi)別的(de)，可以(yi)作為商(shang)(shang)(shang)(shang)標(biao)注(zhu)(zhu)冊(ce)。根據《最高人(ren)民(min)法院關于(yu)審理商(shang)(shang)(shang)(shang)標(biao)授權確權行政案件若干(gan)問題的(de)規(gui)(gui)(gui)定(ding)》第(di)(di)十(shi)(shi)一(yi)條(tiao)(tiao)的(de)規(gui)(gui)(gui)定(ding)，商(shang)(shang)(shang)(shang)標(biao)標(biao)志只是或者(zhe)主(zhu)要(yao)(yao)是描述、說明(ming)所使用(yong)商(shang)(shang)(shang)(shang)品(pin)(pin)的(de)質量、主(zhu)要(yao)(yao)原(yuan)料、功能、用(yong)途(tu)、重量、數量、產(chan)地等的(de)，人(ren)民(min)法院應當認定(ding)其(qi)(qi)屬(shu)于(yu)商(shang)(shang)(shang)(shang)標(biao)法第(di)(di)十(shi)(shi)一(yi)條(tiao)(tiao)第(di)(di)一(yi)款(kuan)第(di)(di)（二(er)）項(xiang)規(gui)(gui)(gui)定(ding)的(de)情形。商(shang)(shang)(shang)(shang)標(biao)標(biao)志或者(zhe)其(qi)(qi)構(gou)成要(yao)(yao)素暗示商(shang)(shang)(shang)(shang)品(pin)(pin)的(de)特點(dian)，但(dan)不(bu)影響其(qi)(qi)識(shi)別商(shang)(shang)(shang)(shang)品(pin)(pin)來源功能的(de)，不(bu)屬(shu)于(yu)該項(xiang)所規(gui)(gui)(gui)定(ding)的(de)情形。

  商(shang)(shang)標(biao)(biao)的(de)基本功(gong)能(neng)(neng)在于(yu)區(qu)分(fen)商(shang)(shang)品(pin)(pin)(pin)(pin)或(huo)者服務(wu)的(de)來(lai)(lai)源(yuan)。作為商(shang)(shang)標(biao)(biao)使(shi)用(yong)的(de)標(biao)(biao)志(zhi)必須具備足(zu)夠的(de)顯著特征，才能(neng)(neng)實現該功(gong)能(neng)(neng)。顯著特征的(de)認(ren)定(ding)通常分(fen)為兩(liang)個(ge)層次(ci)，先是識別性(xing)，再(zai)是區(qu)分(fen)性(xing)。只有(you)相(xiang)關公(gong)眾(zhong)是將(jiang)相(xiang)關標(biao)(biao)志(zhi)作為標(biao)(biao)示商(shang)(shang)品(pin)(pin)(pin)(pin)或(huo)者服務(wu)來(lai)(lai)源(yuan)的(de)標(biao)(biao)志(zhi)加(jia)以區(qu)別對待(dai)，該標(biao)(biao)志(zhi)才會在相(xiang)同或(huo)類似(si)商(shang)(shang)品(pin)(pin)(pin)(pin)的(de)不同提(ti)供者之間發揮來(lai)(lai)源(yuan)區(qu)分(fen)作用(yong)。商(shang)(shang)標(biao)(biao)顯著性(xing)的(de)目的(de)包含(han)防(fang)止單個(ge)主體通過商(shang)(shang)標(biao)(biao)權的(de)方(fang)式對通用(yong)名稱(cheng)、描(miao)述(shu)性(xing)標(biao)(biao)志(zhi)與功(gong)能(neng)(neng)性(xing)標(biao)(biao)志(zhi)的(de)獨占，以使(shi)經營者自(zi)由使(shi)用(yong)其(qi)必須利(li)用(yong)的(de)通用(yong)名稱(cheng)、描(miao)述(shu)性(xing)與功(gong)能(neng)(neng)性(xing)標(biao)(biao)志(zhi)向消費(fei)者傳遞其(qi)商(shang)(shang)品(pin)(pin)(pin)(pin)或(huo)服務(wu)信息，進而保護公(gong)平競(jing)爭。包含(han)商(shang)(shang)品(pin)(pin)(pin)(pin)成分(fen)的(de)標(biao)(biao)志(zhi)在這方(fang)面具有(you)“先天的(de)缺(que)陷”。舉例來(lai)(lai)說，如(ru)“creamy creation及圖”商(shang)(shang)標(biao)(biao)（指(zhi)定(ding)使(shi)用(yong)商(shang)(shang)品(pin)(pin)(pin)(pin)：第(di)(di)29類奶制品(pin)(pin)(pin)(pin)等）、“銀瓷(ci)御品(pin)(pin)(pin)(pin)”商(shang)(shang)標(biao)(biao)（指(zhi)定(ding)使(shi)用(yong)商(shang)(shang)品(pin)(pin)(pin)(pin)：第(di)(di)21類陶瓷(ci)等）、“香(xiang)菇多”商(shang)(shang)標(biao)(biao)（指(zhi)定(ding)使(shi)用(yong)商(shang)(shang)品(pin)(pin)(pin)(pin)：第(di)(di)30類掛(gua)面等）。

對于(yu)含(han)成分(fen)特(te)點的(de)(de)(de)商(shang)(shang)標(biao)顯(xian)著性(xing)的(de)(de)(de)判(pan)斷，首(shou)先，要從標(biao)志整體(ti)效果進行(xing)(xing)判(pan)斷，確(que)定(ding)(ding)含(han)有成分(fen)的(de)(de)(de)部分(fen)是(shi)否為(wei)(wei)該商(shang)(shang)標(biao)的(de)(de)(de)主要部分(fen)。鑒(jian)于(yu)商(shang)(shang)標(biao)作(zuo)為(wei)(wei)一種(zhong)符(fu)(fu)號(hao)，從符(fu)(fu)號(hao)學角(jiao)度對商(shang)(shang)標(biao)和(he)商(shang)(shang)標(biao)顯(xian)著性(xing)進行(xing)(xing)解讀，具有重要意義。以上述“香菇多”商(shang)(shang)標(biao)為(wei)(wei)例(li)，由(you)于(yu)特(te)定(ding)(ding)施指(zhi)和(he)受(shou)指(zhi)的(de)(de)(de)聯(lian)系與社會(hui)的(de)(de)(de)約(yue)定(ding)(ding)俗稱、集體(ti)習慣的(de)(de)(de)強制，相關公眾通常(chang)直(zhi)接(jie)將其中(zhong)(zhong)的(de)(de)(de)“香菇”認(ren)識(shi)為(wei)(wei)日常(chang)生活中(zhong)(zhong)的(de)(de)(de)菇類(lei)食物(wu)，可能作(zuo)為(wei)(wei)指(zhi)定(ding)(ding)使用商(shang)(shang)品“掛面”等(deng)的(de)(de)(de)原(yuan)料(liao)，很難將其認(ren)識(shi)為(wei)(wei)商(shang)(shang)品特(te)定(ding)(ding)提供(gong)者的(de)(de)(de)商(shang)(shang)標(biao)，即不具有識(shi)別性(xing)。而在（2014）一中(zhong)(zhong)知行(xing)(xing)初字第3291號(hao)案件中(zhong)(zhong)，訴爭(zheng)商(shang)(shang)標(biao)“TYLENOL” 與“羥苯(ben)基乙(yi)酰胺”并無直(zhi)接(jie)的(de)(de)(de)中(zhong)(zhong)英文對應關系。依(yi)據(ju)中(zhong)(zhong)國相關公眾的(de)(de)(de)認(ren)知和(he)英文水平，很難由(you)“TYLENOL”想到“羥苯(ben)基乙(yi)酰胺”的(de)(de)(de)含(han)義。兩(liang)者未形成特(te)定(ding)(ding)的(de)(de)(de)施指(zhi)和(he)受(shou)指(zhi)的(de)(de)(de)聯(lian)系。

其(qi)次，需審查標(biao)志中(zhong)除表示(shi)成(cheng)分(fen)以外的其(qi)他(ta)部(bu)(bu)(bu)分(fen)能否改變其(qi)整體(ti)含(han)義。如在（2016）京73行(xing)初4874號案(an)件中(zhong)，該(gai)商(shang)(shang)標(biao)由英文(wen)“life's ARA”及圖形共同(tong)組成(cheng)，鑒(jian)于圖形部(bu)(bu)(bu)分(fen)并無鮮(xian)明(ming)特征，文(wen)字部(bu)(bu)(bu)分(fen)占據(ju)較大比例(li)，因此該(gai)商(shang)(shang)標(biao)的顯著認(ren)讀部(bu)(bu)(bu)分(fen)為文(wen)字部(bu)(bu)(bu)分(fen)。“ARA”的含(han)義具有明(ming)確的指向(xiang)性，因此，該(gai)商(shang)(shang)標(biao)直(zhi)接表示(shi)了商(shang)(shang)品的原料、成(cheng)分(fen)等特點。

再次，商標(biao)法規定了缺乏顯(xian)著性(xing)的標(biao)志如果經過使(shi)用取(qu)得(de)顯(xian)著特(te)征(zheng)，并便于識別的，可以作為商標(biao)注冊。但本款規定的經過使(shi)用取(qu)得(de)顯(xian)著特(te)征(zheng)，是建立(li)在(zai)特(te)定標(biao)志在(zai)具體(ti)商品或服務上(shang)的使(shi)用行為。通常，對(dui)“通過使(shi)用獲得(de)顯(xian)著性(xing)”的判斷標(biao)準較高(gao)。

（二）欺(qi)騙性的判斷(duan)

根據商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)法(fa)(fa)第(di)(di)(di)(di)(di)十(shi)(shi)條第(di)(di)(di)(di)(di)一(yi)款(kuan)第(di)(di)(di)(di)(di)（七(qi)(qi)）項的(de)(de)(de)(de)(de)(de)規定(ding)(ding)(ding)，帶有(you)欺(qi)(qi)(qi)(qi)騙(pian)性(xing)(xing)，容易使相關(guan)(guan)公眾(zhong)對(dui)商(shang)(shang)(shang)(shang)品(pin)的(de)(de)(de)(de)(de)(de)質量等(deng)特(te)點或者(zhe)產(chan)地產(chan)生(sheng)(sheng)(sheng)誤(wu)認(ren)(ren)的(de)(de)(de)(de)(de)(de)標(biao)(biao)(biao)志(zhi)不(bu)(bu)得(de)作為(wei)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)使用(yong)。商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)法(fa)(fa)第(di)(di)(di)(di)(di)十(shi)(shi)條第(di)(di)(di)(di)(di)一(yi)款(kuan)第(di)(di)(di)(di)(di)（七(qi)(qi)）項規定(ding)(ding)(ding)的(de)(de)(de)(de)(de)(de)情(qing)(qing)形(xing)(xing)應(ying)從(cong)相關(guan)(guan)公眾(zhong)的(de)(de)(de)(de)(de)(de)普遍認(ren)(ren)知能(neng)力水平和日常生(sheng)(sheng)(sheng)活經驗出(chu)發，判(pan)斷(duan)標(biao)(biao)(biao)志(zhi)或者(zhe)其(qi)(qi)構成(cheng)要素(su)是否(fou)對(dui)指(zhi)(zhi)(zhi)定(ding)(ding)(ding)使用(yong)商(shang)(shang)(shang)(shang)品(pin)的(de)(de)(de)(de)(de)(de)成(cheng)分等(deng)產(chan)生(sheng)(sheng)(sheng)誤(wu)認(ren)(ren)的(de)(de)(de)(de)(de)(de)情(qing)(qing)形(xing)(xing)。關(guan)(guan)于(yu)欺(qi)(qi)(qi)(qi)騙(pian)性(xing)(xing)的(de)(de)(de)(de)(de)(de)判(pan)斷(duan)，首先應(ying)判(pan)斷(duan)標(biao)(biao)(biao)志(zhi)指(zhi)(zhi)(zhi)向(xiang)的(de)(de)(de)(de)(de)(de)是否(fou)為(wei)對(dui)商(shang)(shang)(shang)(shang)品(pin)的(de)(de)(de)(de)(de)(de)原料等(deng)本(ben)身特(te)點的(de)(de)(de)(de)(de)(de)欺(qi)(qi)(qi)(qi)騙(pian)；其(qi)(qi)次應(ying)判(pan)斷(duan)標(biao)(biao)(biao)志(zhi)是否(fou)達到(dao)使相關(guan)(guan)公眾(zhong)誤(wu)認(ren)(ren)的(de)(de)(de)(de)(de)(de)程度，只有(you)在相關(guan)(guan)公眾(zhong)產(chan)生(sheng)(sheng)(sheng)錯誤(wu)認(ren)(ren)識(shi)并(bing)影(ying)響其(qi)(qi)消費行(xing)(xing)為(wei)的(de)(de)(de)(de)(de)(de)時候，這(zhe)種“欺(qi)(qi)(qi)(qi)騙(pian)性(xing)(xing)”才受到(dao)法(fa)(fa)律的(de)(de)(de)(de)(de)(de)制(zhi)止。商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)法(fa)(fa)第(di)(di)(di)(di)(di)十(shi)(shi)條第(di)(di)(di)(di)(di)一(yi)款(kuan)第(di)(di)(di)(di)(di)（七(qi)(qi)）項的(de)(de)(de)(de)(de)(de)立法(fa)(fa)目的(de)(de)(de)(de)(de)(de)在于(yu)考(kao)(kao)量標(biao)(biao)(biao)志(zhi)本(ben)身是否(fou)具有(you)欺(qi)(qi)(qi)(qi)騙(pian)性(xing)(xing)，通常不(bu)(bu)考(kao)(kao)慮(lv)(lv)實際使用(yong)情(qing)(qing)形(xing)(xing)及(ji)當事人(ren)對(dui)指(zhi)(zhi)(zhi)定(ding)(ding)(ding)使用(yong)商(shang)(shang)(shang)(shang)品(pin)或服(fu)務進行(xing)(xing)自我(wo)限(xian)定(ding)(ding)(ding)的(de)(de)(de)(de)(de)(de)情(qing)(qing)形(xing)(xing)。這(zhe)里(li)所(suo)指(zhi)(zhi)(zhi)的(de)(de)(de)(de)(de)(de)不(bu)(bu)考(kao)(kao)慮(lv)(lv)實際使用(yong)情(qing)(qing)形(xing)(xing)并(bing)非(fei)不(bu)(bu)考(kao)(kao)慮(lv)(lv)訴爭商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)與指(zhi)(zhi)(zhi)定(ding)(ding)(ding)使用(yong)的(de)(de)(de)(de)(de)(de)商(shang)(shang)(shang)(shang)品(pin)或服(fu)務之間(jian)的(de)(de)(de)(de)(de)(de)屬性(xing)(xing)關(guan)(guan)系。例如在（2016）京行(xing)(xing)終1977號(hao)案件中，鎂(mei)(mei)電(dian)子有(you)限(xian)公司申請注(zhu)冊“Magnesium Elektron及(ji)圖”圖文組合(he)商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)，指(zhi)(zhi)(zhi)定(ding)(ding)(ding)使用(yong)在第(di)(di)(di)(di)(di)6類“鎂(mei)(mei)、鎂(mei)(mei)合(he)金、金屬絲”等(deng)商(shang)(shang)(shang)(shang)品(pin)上(shang)。原告訴稱(cheng)其(qi)(qi)指(zhi)(zhi)(zhi)定(ding)(ding)(ding)使用(yong)的(de)(de)(de)(de)(de)(de)所(suo)有(you)商(shang)(shang)(shang)(shang)品(pin)均被限(xian)定(ding)(ding)(ding)為(wei)“鎂(mei)(mei)和鎂(mei)(mei)合(he)金制(zhi)品(pin)”，因而不(bu)(bu)違反商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)法(fa)(fa)第(di)(di)(di)(di)(di)十(shi)(shi)條第(di)(di)(di)(di)(di)一(yi)款(kuan)第(di)(di)(di)(di)(di)（七(qi)(qi)）項的(de)(de)(de)(de)(de)(de)規定(ding)(ding)(ding)。法(fa)(fa)院(yuan)經審理(li)認(ren)(ren)為(wei)，該商(shang)(shang)(shang)(shang)標(biao)(biao)(biao)可理(li)解為(wei)“鎂(mei)(mei)電(dian)子”， 其(qi)(qi)用(yong)在除“鎂(mei)(mei)，鎂(mei)(mei)合(he)金”外的(de)(de)(de)(de)(de)(de)其(qi)(qi)他(ta)商(shang)(shang)(shang)(shang)品(pin)上(shang)，易使消費者(zhe)對(dui)指(zhi)(zhi)(zhi)定(ding)(ding)(ding)商(shang)(shang)(shang)(shang)品(pin)的(de)(de)(de)(de)(de)(de)成(cheng)分、原料等(deng)特(te)點產(chan)生(sheng)(sheng)(sheng)誤(wu)認(ren)(ren)。

   在(zai)(zai)涉含成(cheng)(cheng)分(fen)(fen)(fen)(fen)的(de)(de)(de)(de)(de)(de)(de)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)的(de)(de)(de)(de)(de)(de)(de)欺(qi)(qi)騙(pian)性(xing)(xing)(xing)(xing)的(de)(de)(de)(de)(de)(de)(de)判(pan)斷過程中(zhong)(zhong)，當事人(ren)常(chang)(chang)(chang)常(chang)(chang)(chang)糾結于(yu)(yu)訴爭(zheng)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)指(zhi)(zhi)定(ding)(ding)使用(yong)(yong)(yong)(yong)(yong)(yong)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)與(yu)標(biao)(biao)(biao)(biao)志(zhi)中(zhong)(zhong)含有(you)成(cheng)(cheng)分(fen)(fen)(fen)(fen)的(de)(de)(de)(de)(de)(de)(de)對(dui)應關系，主要(yao)有(you)以下三(san)(san)種情(qing)形(xing)(xing)：一(yi)是(shi)(shi)(shi)基(ji)于(yu)(yu)相(xiang)關公(gong)(gong)眾(zhong)(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)認(ren)(ren)(ren)(ren)知(zhi)，商(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)指(zhi)(zhi)定(ding)(ding)使用(yong)(yong)(yong)(yong)(yong)(yong)的(de)(de)(de)(de)(de)(de)(de)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)中(zhong)(zhong)一(yi)定(ding)(ding)包(bao)(bao)含該(gai)成(cheng)(cheng)分(fen)(fen)(fen)(fen)，通(tong)常(chang)(chang)(chang)該(gai)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)不(bu)(bu)(bu)(bu)具(ju)有(you)欺(qi)(qi)騙(pian)性(xing)(xing)(xing)(xing)，也(ye)(ye)(ye)許會納入到(dao)是(shi)(shi)(shi)否(fou)(fou)具(ju)有(you)顯著(zhu)性(xing)(xing)(xing)(xing)的(de)(de)(de)(de)(de)(de)(de)判(pan)斷中(zhong)(zhong)。二是(shi)(shi)(shi)基(ji)于(yu)(yu)相(xiang)關公(gong)(gong)眾(zhong)(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)認(ren)(ren)(ren)(ren)知(zhi)，商(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)指(zhi)(zhi)定(ding)(ding)使用(yong)(yong)(yong)(yong)(yong)(yong)的(de)(de)(de)(de)(de)(de)(de)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)中(zhong)(zhong)一(yi)定(ding)(ding)不(bu)(bu)(bu)(bu)包(bao)(bao)含該(gai)成(cheng)(cheng)分(fen)(fen)(fen)(fen)，相(xiang)關公(gong)(gong)眾(zhong)(zhong)(zhong)也(ye)(ye)(ye)就不(bu)(bu)(bu)(bu)會產(chan)生(sheng)(sheng)誤(wu)(wu)認(ren)(ren)(ren)(ren)，那(nei)么該(gai)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)通(tong)常(chang)(chang)(chang)不(bu)(bu)(bu)(bu)具(ju)有(you)欺(qi)(qi)騙(pian)性(xing)(xing)(xing)(xing)，例(li)如“堅果”商(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)使用(yong)(yong)(yong)(yong)(yong)(yong)在(zai)(zai)“手(shou)機”商(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)上(shang)(shang)。三(san)(san)是(shi)(shi)(shi)基(ji)于(yu)(yu)相(xiang)關公(gong)(gong)眾(zhong)(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)認(ren)(ren)(ren)(ren)識，商(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)指(zhi)(zhi)定(ding)(ding)使用(yong)(yong)(yong)(yong)(yong)(yong)的(de)(de)(de)(de)(de)(de)(de)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)中(zhong)(zhong)不(bu)(bu)(bu)(bu)確定(ding)(ding)是(shi)(shi)(shi)否(fou)(fou)包(bao)(bao)含該(gai)成(cheng)(cheng)分(fen)(fen)(fen)(fen)，這種情(qing)況存在(zai)(zai)兩(liang)種認(ren)(ren)(ren)(ren)知(zhi)：一(yi)種是(shi)(shi)(shi)只要(yao)不(bu)(bu)(bu)(bu)能(neng)(neng)證(zheng)明(ming)是(shi)(shi)(shi)真(zhen)實(shi)(shi)的(de)(de)(de)(de)(de)(de)(de)，就推定(ding)(ding)存在(zai)(zai)虛假(jia)(jia)的(de)(de)(de)(de)(de)(de)(de)可能(neng)(neng)性(xing)(xing)(xing)(xing)。一(yi)種是(shi)(shi)(shi)只要(yao)存在(zai)(zai)非(fei)虛假(jia)(jia)的(de)(de)(de)(de)(de)(de)(de)可能(neng)(neng)性(xing)(xing)(xing)(xing)，即(ji)(ji)(ji)不(bu)(bu)(bu)(bu)構(gou)成(cheng)(cheng)欺(qi)(qi)騙(pian)性(xing)(xing)(xing)(xing)。司法(fa)(fa)實(shi)(shi)踐中(zhong)(zhong)，對(dui)上(shang)(shang)述情(qing)形(xing)(xing)把握的(de)(de)(de)(de)(de)(de)(de)尺度相(xiang)對(dui)嚴格，通(tong)常(chang)(chang)(chang)認(ren)(ren)(ren)(ren)為(wei)只要(yao)不(bu)(bu)(bu)(bu)能(neng)(neng)證(zheng)明(ming)是(shi)(shi)(shi)真(zhen)實(shi)(shi)的(de)(de)(de)(de)(de)(de)(de)，即(ji)(ji)(ji)推定(ding)(ding)為(wei)假(jia)(jia)。但(dan)現(xian)實(shi)(shi)情(qing)況是(shi)(shi)(shi)不(bu)(bu)(bu)(bu)是(shi)(shi)(shi)真(zhen)實(shi)(shi)本(ben)身就很難判(pan)斷，特(te)(te)(te)別是(shi)(shi)(shi)在(zai)(zai)目前很多成(cheng)(cheng)分(fen)(fen)(fen)(fen)、原(yuan)料(liao)(liao)“跨界”出現(xian)在(zai)(zai)本(ben)不(bu)(bu)(bu)(bu)屬于(yu)(yu)其(qi)所(suo)在(zai)(zai)類別的(de)(de)(de)(de)(de)(de)(de)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)上(shang)(shang)時(shi)。于(yu)(yu)是(shi)(shi)(shi)出現(xian)了一(yi)種變通(tong)做法(fa)(fa)，即(ji)(ji)(ji)認(ren)(ren)(ren)(ren)為(wei)如果虛假(jia)(jia)則屬于(yu)(yu)欺(qi)(qi)騙(pian)性(xing)(xing)(xing)(xing)標(biao)(biao)(biao)(biao)志(zhi)，如果非(fei)虛假(jia)(jia)則屬于(yu)(yu)不(bu)(bu)(bu)(bu)具(ju)有(you)顯著(zhu)性(xing)(xing)(xing)(xing)的(de)(de)(de)(de)(de)(de)(de)標(biao)(biao)(biao)(biao)志(zhi)，同時(shi)適用(yong)(yong)(yong)(yong)(yong)(yong)兩(liang)個條(tiao)款予以駁回。例(li)如在(zai)(zai)（2017）京(jing)行(xing)(xing)終5361號案(an)件中(zhong)(zhong)，法(fa)(fa)院認(ren)(ren)(ren)(ren)為(wei)訴爭(zheng)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)“酒釀(niang)(niang)蛋(dan)jiuniangdan及圖”商(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)容易誤(wu)(wu)導相(xiang)關公(gong)(gong)眾(zhong)(zhong)(zhong)認(ren)(ren)(ren)(ren)為(wei)其(qi)指(zhi)(zhi)定(ding)(ding)使用(yong)(yong)(yong)(yong)(yong)(yong)的(de)(de)(de)(de)(de)(de)(de)加奶(nai)咖啡(fei)飲料(liao)(liao)等食(shi)物的(de)(de)(de)(de)(de)(de)(de)原(yuan)料(liao)(liao)、味(wei)道、制(zhi)作(zuo)(zuo)工藝等與(yu)“酒釀(niang)(niang)蛋(dan)”有(you)關，在(zai)(zai)該(gai)類食(shi)品(pin)(pin)(pin)(pin)(pin)不(bu)(bu)(bu)(bu)含有(you)“酒釀(niang)(niang)蛋(dan)”時(shi)，該(gai)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)具(ju)有(you)欺(qi)(qi)騙(pian)性(xing)(xing)(xing)(xing)。如該(gai)類食(shi)品(pin)(pin)(pin)(pin)(pin)中(zhong)(zhong)確含有(you)“酒釀(niang)(niang)蛋(dan)”，則因(yin)(yin)其(qi)直(zhi)接表(biao)明(ming)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)的(de)(de)(de)(de)(de)(de)(de)原(yuan)料(liao)(liao)、味(wei)道或(huo)制(zhi)作(zuo)(zuo)工藝等特(te)(te)(te)點(dian)(dian)而無(wu)法(fa)(fa)起到(dao)區(qu)分(fen)(fen)(fen)(fen)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)來源的(de)(de)(de)(de)(de)(de)(de)作(zuo)(zuo)用(yong)(yong)(yong)(yong)(yong)(yong)，構(gou)成(cheng)(cheng)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)法(fa)(fa)第(di)(di)十一(yi)條(tiao)第(di)(di)一(yi)款第(di)(di)二項(xiang)所(suo)規(gui)定(ding)(ding)之情(qing)形(xing)(xing)，亦不(bu)(bu)(bu)(bu)應予以核準(zhun)注(zhu)冊(ce)。但(dan)也(ye)(ye)(ye)有(you)觀(guan)點(dian)(dian)認(ren)(ren)(ren)(ren)為(wei)，可能(neng)(neng)直(zhi)接表(biao)示(shi)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)特(te)(te)(te)點(dian)(dian)的(de)(de)(de)(de)(de)(de)(de)標(biao)(biao)(biao)(biao)志(zhi)不(bu)(bu)(bu)(bu)宜(yi)認(ren)(ren)(ren)(ren)定(ding)(ding)為(wei)具(ju)有(you)“欺(qi)(qi)騙(pian)性(xing)(xing)(xing)(xing)”的(de)(de)(de)(de)(de)(de)(de)標(biao)(biao)(biao)(biao)志(zhi)。如在(zai)(zai)（2016）京(jing)行(xing)(xing)終182號案(an)件中(zhong)(zhong)，訴爭(zheng)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)“dr.organic及圖”商(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)指(zhi)(zhi)定(ding)(ding)使用(yong)(yong)(yong)(yong)(yong)(yong)在(zai)(zai)第(di)(di)5類“食(shi)物補充劑”等商(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)上(shang)(shang)。法(fa)(fa)院認(ren)(ren)(ren)(ren)為(wei)，“dr.”常(chang)(chang)(chang)用(yong)(yong)(yong)(yong)(yong)(yong)含義(yi)為(wei)“博士”，“organic”常(chang)(chang)(chang)用(yong)(yong)(yong)(yong)(yong)(yong)含義(yi)為(wei)“有(you)機物”，該(gai)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)整(zheng)體(ti)使用(yong)(yong)(yong)(yong)(yong)(yong)在(zai)(zai)指(zhi)(zhi)定(ding)(ding)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)上(shang)(shang)，易使相(xiang)關公(gong)(gong)眾(zhong)(zhong)(zhong)認(ren)(ren)(ren)(ren)為(wei)其(qi)是(shi)(shi)(shi)對(dui)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)的(de)(de)(de)(de)(de)(de)(de)成(cheng)(cheng)分(fen)(fen)(fen)(fen)等特(te)(te)(te)點(dian)(dian)的(de)(de)(de)(de)(de)(de)(de)直(zhi)接描述。考(kao)慮到(dao)在(zai)(zai)日(ri)常(chang)(chang)(chang)生(sheng)(sheng)產(chan)生(sheng)(sheng)活(huo)中(zhong)(zhong)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)包(bao)(bao)裝上(shang)(shang)均會標(biao)(biao)(biao)(biao)注(zhu)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)的(de)(de)(de)(de)(de)(de)(de)原(yuan)料(liao)(liao)構(gou)成(cheng)(cheng)、具(ju)體(ti)成(cheng)(cheng)分(fen)(fen)(fen)(fen)等信息，且有(you)機博士公(gong)(gong)司就其(qi)產(chan)品(pin)(pin)(pin)(pin)(pin)含有(you)有(you)機成(cheng)(cheng)分(fen)(fen)(fen)(fen)進行(xing)(xing)了舉(ju)證(zheng)，僅從該(gai)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)標(biao)(biao)(biao)(biao)志(zhi)本(ben)身不(bu)(bu)(bu)(bu)足以認(ren)(ren)(ren)(ren)定(ding)(ding)該(gai)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)使用(yong)(yong)(yong)(yong)(yong)(yong)在(zai)(zai)指(zhi)(zhi)定(ding)(ding)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)上(shang)(shang)將使相(xiang)關公(gong)(gong)眾(zhong)(zhong)(zhong)對(dui)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)的(de)(de)(de)(de)(de)(de)(de)成(cheng)(cheng)分(fen)(fen)(fen)(fen)等特(te)(te)(te)點(dian)(dian)產(chan)生(sheng)(sheng)錯(cuo)誤(wu)(wu)認(ren)(ren)(ren)(ren)識，難以認(ren)(ren)(ren)(ren)定(ding)(ding)構(gou)成(cheng)(cheng)對(dui)公(gong)(gong)眾(zhong)(zhong)(zhong)的(de)(de)(de)(de)(de)(de)(de)欺(qi)(qi)騙(pian)。因(yin)(yin)此(ci)，該(gai)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)指(zhi)(zhi)定(ding)(ding)使用(yong)(yong)(yong)(yong)(yong)(yong)在(zai)(zai)前述商(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)(pin)(pin)上(shang)(shang)，不(bu)(bu)(bu)(bu)構(gou)成(cheng)(cheng)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)法(fa)(fa)第(di)(di)十條(tiao)第(di)(di)一(yi)款第(di)(di)(七)項(xiang)規(gui)定(ding)(ding)的(de)(de)(de)(de)(de)(de)(de)情(qing)形(xing)(xing)。

（三）顯著(zhu)性(xing)與欺騙(pian)性(xing)之(zhi)間的(de)關(guan)系

   雖然商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)法(fa)(fa)(fa)第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)十(shi)(shi)(shi)條(tiao)(tiao)第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)一(yi)(yi)(yi)(yi)款第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)（七(qi)(qi)）項和商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)法(fa)(fa)(fa)第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)十(shi)(shi)(shi)一(yi)(yi)(yi)(yi)條(tiao)(tiao)第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)一(yi)(yi)(yi)(yi)款均為(wei)(wei)(wei)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)注(zhu)冊的(de)(de)(de)(de)絕(jue)對(dui)條(tiao)(tiao)款，但兩條(tiao)(tiao)款存(cun)在以下區(qu)別：第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)一(yi)(yi)(yi)(yi)，商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)法(fa)(fa)(fa)第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)十(shi)(shi)(shi)條(tiao)(tiao)第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)一(yi)(yi)(yi)(yi)款第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)（七(qi)(qi)）項規(gui)(gui)定(ding)(ding)(ding)的(de)(de)(de)(de)是(shi)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)注(zhu)冊的(de)(de)(de)(de)禁(jin)(jin)用(yong)(yong)(yong)(yong)(yong)條(tiao)(tiao)件，商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)法(fa)(fa)(fa)第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)十(shi)(shi)(shi)一(yi)(yi)(yi)(yi)條(tiao)(tiao)第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)一(yi)(yi)(yi)(yi)款規(gui)(gui)定(ding)(ding)(ding)的(de)(de)(de)(de)是(shi)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)注(zhu)冊的(de)(de)(de)(de)禁(jin)(jin)注(zhu)條(tiao)(tiao)件。禁(jin)(jin)用(yong)(yong)(yong)(yong)(yong)條(tiao)(tiao)件與禁(jin)(jin)注(zhu)條(tiao)(tiao)件的(de)(de)(de)(de)區(qu)別在于(yu)：禁(jin)(jin)用(yong)(yong)(yong)(yong)(yong)條(tiao)(tiao)件是(shi)指申請注(zhu)冊的(de)(de)(de)(de)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)標(biao)(biao)(biao)(biao)(biao)(biao)志(zhi)不(bu)得(de)作(zuo)(zuo)(zuo)為(wei)(wei)(wei)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)使(shi)(shi)用(yong)(yong)(yong)(yong)(yong)，即使(shi)(shi)進行(xing)了使(shi)(shi)用(yong)(yong)(yong)(yong)(yong)，也不(bu)能(neng)產(chan)生(sheng)(sheng)注(zhu)冊為(wei)(wei)(wei)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)的(de)(de)(de)(de)結(jie)果(guo)；禁(jin)(jin)注(zhu)條(tiao)(tiao)件則是(shi)指申請注(zhu)冊的(de)(de)(de)(de)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)標(biao)(biao)(biao)(biao)(biao)(biao)志(zhi)原(yuan)則上不(bu)得(de)作(zuo)(zuo)(zuo)為(wei)(wei)(wei)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)注(zhu)冊，但并不(bu)限制其作(zuo)(zuo)(zuo)為(wei)(wei)(wei)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)使(shi)(shi)用(yong)(yong)(yong)(yong)(yong)，如(ru)果(guo)達到(dao)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)法(fa)(fa)(fa)第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)十(shi)(shi)(shi)一(yi)(yi)(yi)(yi)條(tiao)(tiao)第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)二(er)款的(de)(de)(de)(de)規(gui)(gui)定(ding)(ding)(ding)，可(ke)以獲準(zhun)(zhun)注(zhu)冊。第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)二(er)，商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)法(fa)(fa)(fa)第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)十(shi)(shi)(shi)條(tiao)(tiao)第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)一(yi)(yi)(yi)(yi)款第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)（七(qi)(qi)）項判斷的(de)(de)(de)(de)側重點在于(yu)相(xiang)(xiang)關(guan)公(gong)眾對(dui)訴爭商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)指定(ding)(ding)(ding)使(shi)(shi)用(yong)(yong)(yong)(yong)(yong)的(de)(de)(de)(de)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)或服務的(de)(de)(de)(de)本身特點是(shi)否(fou)產(chan)生(sheng)(sheng)誤(wu)(wu)認；商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)法(fa)(fa)(fa)第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)十(shi)(shi)(shi)一(yi)(yi)(yi)(yi)條(tiao)(tiao)判斷的(de)(de)(de)(de)側重點在于(yu)相(xiang)(xiang)關(guan)公(gong)眾是(shi)否(fou)將(jiang)該標(biao)(biao)(biao)(biao)(biao)(biao)志(zhi)識別為(wei)(wei)(wei)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)。《商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)審查及(ji)審理標(biao)(biao)(biao)(biao)(biao)(biao)準(zhun)(zhun)》中(zhong)規(gui)(gui)定(ding)(ding)(ding)，商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)使(shi)(shi)用(yong)(yong)(yong)(yong)(yong)在指定(ding)(ding)(ding)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)上，可(ke)能(neng)直接(jie)表示指定(ding)(ding)(ding)使(shi)(shi)用(yong)(yong)(yong)(yong)(yong)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)的(de)(de)(de)(de)質(zhi)量(liang)、主要(yao)原(yuan)料、功(gong)能(neng)、用(yong)(yong)(yong)(yong)(yong)途、重量(liang)、數量(liang)及(ji)其他(ta)特點，也可(ke)能(neng)使(shi)(shi)公(gong)眾對(dui)上述(shu)特點產(chan)生(sheng)(sheng)誤(wu)(wu)認的(de)(de)(de)(de)，應適(shi)用(yong)(yong)(yong)(yong)(yong)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)法(fa)(fa)(fa)第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)十(shi)(shi)(shi)條(tiao)(tiao)第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)一(yi)(yi)(yi)(yi)款第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)（七(qi)(qi)）項的(de)(de)(de)(de)規(gui)(gui)定(ding)(ding)(ding)，或同(tong)時(shi)適(shi)用(yong)(yong)(yong)(yong)(yong)第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)十(shi)(shi)(shi)條(tiao)(tiao)第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)一(yi)(yi)(yi)(yi)款第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)（七(qi)(qi)）項、第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)十(shi)(shi)(shi)一(yi)(yi)(yi)(yi)條(tiao)(tiao)第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)一(yi)(yi)(yi)(yi)款第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)（二(er)）項的(de)(de)(de)(de)規(gui)(gui)定(ding)(ding)(ding)。困惑之處常(chang)為(wei)(wei)(wei)一(yi)(yi)(yi)(yi)些含成分(fen)特點的(de)(de)(de)(de)有欺騙性(xing)(xing)誤(wu)(wu)導(dao)的(de)(de)(de)(de)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)，此類(lei)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)具有一(yi)(yi)(yi)(yi)定(ding)(ding)(ding)程度的(de)(de)(de)(de)誤(wu)(wu)導(dao)性(xing)(xing)的(de)(de)(de)(de)描述(shu)，但還未達到(dao)影響相(xiang)(xiang)關(guan)公(gong)眾消費行(xing)為(wei)(wei)(wei)的(de)(de)(de)(de)程度，此種情形(xing)介于(yu)兩條(tiao)(tiao)款之間，司法(fa)(fa)(fa)實踐(jian)中(zhong)存(cun)在針對(dui)此種情形(xing)的(de)(de)(de)(de)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)同(tong)時(shi)適(shi)用(yong)(yong)(yong)(yong)(yong)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)法(fa)(fa)(fa)第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)十(shi)(shi)(shi)條(tiao)(tiao)第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)一(yi)(yi)(yi)(yi)款第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)（七(qi)(qi)）項和商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)法(fa)(fa)(fa)第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)十(shi)(shi)(shi)一(yi)(yi)(yi)(yi)條(tiao)(tiao)第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)一(yi)(yi)(yi)(yi)款的(de)(de)(de)(de)情形(xing)。目前商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)法(fa)(fa)(fa)未對(dui)此種情形(xing)進行(xing)細化。鑒(jian)于(yu)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)法(fa)(fa)(fa)第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)十(shi)(shi)(shi)條(tiao)(tiao)第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)一(yi)(yi)(yi)(yi)款第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)（七(qi)(qi)）項和商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)法(fa)(fa)(fa)第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)十(shi)(shi)(shi)一(yi)(yi)(yi)(yi)條(tiao)(tiao)第(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)(di)一(yi)(yi)(yi)(yi)款對(dui)當事人注(zhu)冊、使(shi)(shi)用(yong)(yong)(yong)(yong)(yong)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)產(chan)生(sheng)(sheng)不(bu)同(tong)的(de)(de)(de)(de)影響，在實踐(jian)中(zhong)，對(dui)于(yu)禁(jin)(jin)用(yong)(yong)(yong)(yong)(yong)條(tiao)(tiao)款的(de)(de)(de)(de)適(shi)用(yong)(yong)(yong)(yong)(yong)，應當嚴格把握其適(shi)用(yong)(yong)(yong)(yong)(yong)要(yao)件。

三、結語

   企業在打造精細化品牌(pai)戰略，以商品成分吸引消費者，試圖通過商標(biao)達到良好的(de)宣傳效果的(de)同時，應當關注到橫亙(gen)在此(ci)類(lei)商標(biao)得以注冊(ce)的(de)兩座大山(shan)——欺騙性和顯著性的(de)規定(ding)。厘清商標(biao)法的(de)上述規定(ding)，商標(biao)申(shen)請主體才能更(geng)有(you)針對性地注冊(ce)、使用商標(biao)，避免陷入商標(biao)申(shen)請、使用和維權困境。

注 釋

[1] 最新美妝行業“透明度”評估報告：http://www.sohu.com/a/238764678_487885，2020年4月(yue)訪問。

[2] 參(can)見(jian)（2016）京(jing)73行初(chu)4874號判決書。

[3] 參(can)見（2014）一中(zhong)知(zhi)行(xing)初(chu)字第3291號(hao)判決(jue)書。

[4] 參(can)見（2016）京73行初(chu)1617號判決書。

[5] 參見（2017）京行(xing)終2683號判決書。

[6] 參見（2015）高行（知）終字第3424號(hao)判決書。

[7] 周波：《商標使用應發揮商品來源識別作用》，載于《中華(hua)商標》2013年(nian)第1期。

[8] 劉鐵光：《商標顯著性：一個概念的澄清與制度體系(xi)的改(gai)造》，載于《法學評論》2017年第(di)6期。

[9] 參見（2016）京73行初319號判決書。

[10] 參見（2015）京(jing)知行初(chu)字第5303號判(pan)決書(shu)。

[11] 參見（2015）京知行初字第105號判決書。

[12] 鄧宏光(guang)：《商(shang)標(biao)法(fa)的(de)理論基礎——以(yi)商(shang)標(biao)顯著(zhu)性為中心》，法(fa)律出版社2008年版，第18頁。

[13] “施”和“受”，通(tong)過對立(li)確定(ding)符號的(de)指明者和被(bei)指明者。

[14] 申小龍：《<普通語言學(xue)教(jiao)程>精讀》，復旦大(da)學(xue)出版(ban)社(she)2005年(nian)版(ban)，第(di)264頁(ye)。

[15] 周(zhou)波：《淺析商(shang)標顯著特征(zheng)審查的平等化(hua)和特定化(hua)》，載于《中華商(shang)標》2018年第10期。

[16] 譚(tan)乃文：《商標是否帶有欺騙性的司法(fa)判斷》，載(zai)于《中華商標》2019年第9期。

[17] 參見（2016）京行終1977號判決書。

[18] 周云川：《商標授權(quan)確權(quan)訴訟規(gui)則與(yu)判例》，法律(lv)出版社(she)2014年(nian)版，第(di)73頁。

[19] 參見（2017）京行終5361號判決書。

[20] 參見（2016）京行終182號(hao)判決書。

作者單位(wei)：北京知識產(chan)權法(fa)院