“Fake Brands” Studi Kasus Peniruan Identitas Visual pada Consumer Products Industry

AbstrakPenelitian ini bertujuan untuk membahas maraknya kasus pemalsuan merek (fake brands) identitas visual produk industri rumah tangga (consumer products). Bermacam produk barang yang dipalsukan umumnya membonceng merek (passing off) yang sudah terkenal atau laku di pasaran. Penelitian ini adalah penelitian deskriptif, menafsirkan, dan menguraikan data yang ada bersamaan dengan situasi yang sedang terjadi. Jenis penelitian ini adalah kualitatif, merupakan pendekatan penelitian yang berlandaskan fenomenologi dan paradigma konstruktivisme dalam mengembangkan ilmu pengetahuan. Data dikumpulkan bersumber dari pustaka buku, jurnal, dan pustaka digital yang relevan. Selanjutnya data akan dikelompokkan untuk mengetahui prinsip identik antar variabel yang diteliti menggunakan pendekatan Doktrin Persamaan Merek, dan teori Imitation Fake Brands untuk menggolongkan jenis peniruan atas produknya. Hasil penelitian ini menyimpulkan bahwa maraknya produk dan merek tiruan (fake brands) produk consumer goods dilandasi itikad tidak baik, semata-mata untuk memperoleh keuntungan besar dengan melakukan jalan pintas numpang ketenaran identitas visual sebuah merek consumer good industry. Kata Kunci: consumer product industry, identitas visual, merek palsu AbstractThis research objective is to discuss the growth of counterfeiting cases of legitimate brands on the visual identity of household industry products (consumer products). Various counterfeited goods generally piggyback on brands (passing off) that are already well known or sold in the market. This research is descriptive, interpreting and deciphering existing data along with the situation that is happening. This type of research is qualitative, is a research approach based on phenomenology and constructivism paradigm in developing science. The data collected is sourced from relevant book libraries, journals, and digital libraries. Furthermore, the data will group to find identical principles between variables studied using the Brand Equality Doctrine approach and the Type Fake Brands Motive theory to classify the type of imitation of its product. This study concluded that the growth of fake consumer goods products (fake brands consumer goods) based on bad faith, solely to gain significant profits by shortcutting the fame of the visual identity of an industrial product brand. Keywords: consumer product industry, fake brands, visual identity

The reform of passing off in Chinese Law: effects of the 2017 revision of the Anti-Unfair Competition Law

Confusion, or passing off, is a typical unfair practice recognized internationally, but national laws still differ from each other. Although the Chinese Anti-Unfair Competition Law of 1993 provided a narrow rule on passing off, a rich amount of case law has considerably enlarged its scope of application. The reform of the passing off regime in 2017 was essentially based on case law. This reform consists of four main aspects: expansion of the scope of protectable commercial signs: clarification of the applicability of the passing off rule to registered and unregistered trademarks; the adjustment of fame as a qualifying condition of passing off; and the adoption of a general rule prohibiting confusion. This reform has not only consolidated the case law and approach developed by the courts, but also bestowed an open and flexible spirit in the passing off regime which will enhance its efficiency in the fight against unfair imitation. *PhD (University of Paris I – Pantheon Sorbonne), LLM (Renmin University of China), LLB (Shandong University), Director of the Innovation & Competition Law Center, Former Vice-President of the Trademark & Unfair Competition Committee of the IP Case Law Center (Beijing) of the Chinese Supreme People's Court, Vice President of the Beijing IP Judicial Protection Association, Expert Council Member of China Trademark Association, Co-Chair of American Society of International Law Intellectual Property Interest Group, Visiting Professor or Research Fellow (University of Milan, University of Toulouse I, University of Paris I, University of Paris XI, Max Plank Institute for Procedural Law and Strasbourg University CEIPI). The author is thankful to Miss Kristina DaCosta (LLM graduate of Tsinghua University), Miss Ling Zhang (PhD candidate of Tsinghua University) and Mr Yu Huang (LLM graduate of Tsinghua University) for their valuable assistance in this research. This research is part of the project 20BFX142 of the National Social Science Fund of China.

14. False representations

This chapter examines the protection provided by tort law against false representations which cause the claimant to suffer some kind of financial loss (which is why they frequently are seen as falling within the category of economic torts). The chapter discusses the principal elements of three different types of false representation case, these being: deceit (based on an inducement by the defendant that the claimant rely on the statement even though the defendant was at least reckless as to its truth), passing off (based on deception of the claimant’s customers), and malicious falsehood (usually based on disparagement of the claimant’s goods).