Unfair Competition and Ambush Marketing: Concept, Characterization and Polemic Issues

Article Sidebar

PDF (Português (Brasil))
Published: Jan 6, 2014
DOI: https://doi.org/10.25061/2527-2675/ReBraM/2014.v17i1.15
Keywords:
Ambush Marketing, Industrial property, Illicit Association. Marketing de emboscada, Propriedade industrial, Associação ilícita.

Main Article Content

José Carlos Vaz Dias
Universidade do Estado do Rio de Janeiro – UERJ.
Daniel Queiroz Pereira
Universidade do Estado do Rio de Janeiro – UERJ.
João Paulo Sá De Freitas
Universidade do Estado do Rio de Janeiro – UERJ.

Abstract

BSTRACT The objective of the present paper is to draw a brief analysis of the ambush marketing, which is a practice adopted by an enterprise that seeks to get an indirect association with a sport, social or cultural event, without being really involved with it, as a way of getting the benefits of exposure assured to the official sponsors. For this purpose, it was used the theoretical-conceptual and descriptive-interpretative methods, by means of the critical interpretation of the main observed aspects concerning the theme. From this point, it was possible to conclude that the referred theme has become more and more relevant because of the growing investments in sponsorship in the so-called "mega events". More than this, it was possible to notice that, regardless the necessity of a better delimitation of the requirements or elements that enable the configuration of "ambush marketing", under the legal perspective, nowadays, Brazil has rules to fight against this practice. As examples, can be mentioned the Civil Code of 2002, that in its article 884 prohibits the unjust enrichment, and the Industrial Property Law (Law nº9.279/96), which enables the protection of the industrial property rights by means of the registration of trade and the repression to unfair competition (article 2º) and through the prevision of the crime of unfair competition (article 195). Doubt remains if, considering the uncertainties that surround the theme, the existing rules will be enough and adequate to restrain ambush marketing.

Downloads

Download data is not yet available.

Article Details

How to Cite
Dias, J. C. V., Pereira, D. Q., & De Freitas, J. P. S. (2014). Unfair Competition and Ambush Marketing: Concept, Characterization and Polemic Issues. Revista Brasileira Multidisciplinar, 17(1), 147-163. https://doi.org/10.25061/2527-2675/ReBraM/2014.v17i1.15
Issue
Vol. 17 No. 1 (2014): Janeiro/Junho
Section
Artigos Originais
 
 
 
 
1437/5000
 
The author (s) authorize the publication of the article in the journal;


• The author (s) warrant that the contribution is original and unpublished and that it is not in the process of being evaluated in other journal (s);


• The journal is not responsible for the opinions, ideas and concepts issued in the texts, as they are the sole responsibility of the author (s);


• Publishers have the right to make textual adjustments and to adapt the article to the rules of publication.

Authors retain the copyright and grant the journal the right of first publication, with the work simultaneously licensed under the Creative Commons Attribution License, which allows the sharing of work with acknowledgment of authorship and initial publication in this journal.

Authors are authorized to take additional contracts separately, for non-exclusive distribution of the version of the work published in this journal (eg publish in institutional repository or as book chapter), with acknowledgment of authorship and initial publication in this journal.

Authors are allowed and encouraged to publish and distribute their work online (eg in institutional repositories or on their personal page) at any point before or during the editorial process, as this can generate productive changes as well as increase the impact and citation of the published work (See The Effect of Free Access) at http://opcit.eprints.org/oacitation-biblio.html
Author Biographies

José Carlos Vaz Dias, Universidade do Estado do Rio de Janeiro – UERJ.

(LLM/PhD Kent). Professor Adjunto em Direito da Propriedade Intelectual pela Universidade do Estado do Rio de Janeiro – UERJ e sócio do escritório Vaz e Dias Advogados & Associados.

Daniel Queiroz Pereira, Universidade do Estado do Rio de Janeiro – UERJ.

Professor Adjunto de Legislação Social da Universidade Federal do Estado do Rio de Janeiro – UNIRIO. Bacharel, Mestre e Doutor em Direito da Cidade pela Universidade do Estado do Rio de Janeiro – UERJ.

João Paulo Sá De Freitas, Universidade do Estado do Rio de Janeiro – UERJ.

Advogado. Bacharel em Direito pela Universidade Federal do Rio de Janeiro – UFRJ. Mestrando em Empresa, Trabalho e Propriedade Intelectual pela Universidade do Estado do Rio de Janeiro – UERJ.
Crossref
Scopus
Google Scholar
Europe PMC

References

"A-Z of ambush marketing". Disponívelem: http:// articles.economictimes.indiatimes.com. Consulta em: 20 de agosto de 2012.

ABPI. "Documento – Marketing de Associação: o Brasil preparado para receber as Olimpíadas de Verão de 2016." Revista da ABPI, n. 99, mar/abr 2009.

BARBOSA, Denis. "Sobre a noção jurídica e econômica de marca". Disponível em http:// www.denisbarbosa.addr.com/notamarca1.pdf. Acesso em: 31 de ago. de 2012.

BARBOSA, Pedro Marcos Nunes. "Liberdade de Expressão, Internet e Signos Distintivos". Revista Eletrônica do Instituto Brasileiro de Propriedade Intelectual, v.3, 2010.

BITTAR, Carlos Alberto. Teoria prática da concorrência desleal. Atualizador Carlos Alberto Bittar Filho. Rio de Janeiro: Forense Universitária, 2005.

CAHUDHRY, Rahul; BHALLA, Shalika. "Ambush marketing and protection of IP." World Intellectual Property Review, Sep. /Oct. 2009.

CHADWICK, Simon BURTON, Nicholas. "The evolving sophistication ofambushmarketing:Atypology ofstrategies. Thunderbird Int'l Bus Rev, n.53, 2011.

DIAS, José Carlos Vaz; GARROTE, Camila Garcindo Dayrell. "Ambush marketing: conceito, aspectos jurídicos e suas conseqüências". Disponívelem: http:// www.cursodireitodoentretenimento.com/uploads/4/5/ 6 / 4 / 4 5 6 4 7 3 1 /

ambush_marketing_junho_2012_uerj.pdf. Acesso em: 24 de ago. 2012.

GOMES, Orlando. Obrigações. 17 ed. Rio de Janeiro: Forense, 2007.

GOULART,Ana Carolina Velloso. "O Direito Olímpico

e a Propriedade Intelectual.” Revista Eletrônica do IBPI, n. 2, jul/10. Disponívelem: www.ibpibrasil.org. Acesso em: 22 de agosto de 2012.

KOBEL, Pierre. International Report on Question B:Ambush Marketing Too Smart to Be Good ?Should Certain Ambush Marketing Practices Be Declared Illegal and If Yes, Which Ones and Under What Conditions? Disponível em: < http://www.ligue.org/ publication.php?txtt=21&docc=3>. Acesso em: 23 abr. 2013.

MELBOURN ELLIS LLP. "Olympic symbols and trademarks". Disponível em: http:// www.mewburn.com/library/information-sheets/ olympic-symbols-and-trade-marks-london-2012. Acesso em: 24 de agosto de 2012.

MENDES, Paulo Parente Marques. "Brazilmoves fast to fight ambush marketing." World Intellectual Property Review, Jan./Feb., 2010.

SILVA, José Afonso da. Curso de Direito Constitucional Positivo. 27 ed. São Paulo: Malheiros, 2006.

WOLTZENLOGEL, Constanza. "Uma Breve Visita ao Marketing de Emboscada." Revista da ABPI, Rio de Janeiro, v. 84, set/out. 2006.