{"id":2558,"date":"2017-06-27T18:41:32","date_gmt":"2017-06-27T17:41:32","guid":{"rendered":"http:\/\/mouillere.com\/universconvergents\/?p=2558"},"modified":"2017-06-27T18:41:32","modified_gmt":"2017-06-27T17:41:32","slug":"achat-de-mot-clef-reprenant-les-signes-distinctifs-de-ses-concurrents","status":"publish","type":"post","link":"https:\/\/mouillere.com\/universconvergents\/2017\/06\/27\/achat-de-mot-clef-reprenant-les-signes-distinctifs-de-ses-concurrents\/","title":{"rendered":"Achat de mot-clef reprenant les signes distinctifs de ses concurrents"},"content":{"rendered":"<p>Dans un arr\u00eat du 3 mai 2017, la cour d\u2019appel de Paris a condamn\u00e9 l&#8217;usage marketing qui consiste \u00e0 utiliser les signes distinctifs d&#8217;une soci\u00e9t\u00e9 concurrente pour g\u00e9n\u00e9rer\u00a0l\u2019affichage d\u2019un lien commercial vers ses propres produits et services d\u00e8s lors qu&#8217;une pratique commerciale trompeuse cr\u00e9e la confusion dans l&#8217;esprit du public.<\/p>\n<p><!--more--><\/p>\n<p>L\u2019utilisation d\u2019un signe distinctif par un concurrent \u00e0 titre de mot-clef dans Adwords n\u2019est pas interdit, ce qui est d\u00e9j\u00e0 en soi une h\u00e9r\u00e9sie en mati\u00e8re de droit des marques mais fait suite \u00e0 une d\u00e9cision de la CJUE apr\u00e8s un lobbying tr\u00e8s efficace de Google. La CJUE a donc cr\u00e9\u00e9 deux r\u00e9gimes juridiques distincts entre le r\u00e9f\u00e9rencement naturel (l&#8217;utilisation d\u2019un signe distinctif par un concurrent \u00e0 titre de mot-clef est prohib\u00e9e) et le r\u00e9f\u00e9rencement payant o\u00f9\u00a0l&#8217;utilisation d\u2019un signe distinctif par un concurrent \u00e0 titre de mot-clef est autoris\u00e9e mais \u00e0 la condition que la pratique douteuse ne porte pas atteinte \u00e0 la fonction d\u00e9marcative de la marque.<\/p>\n<p>L&#8217;une des fa\u00e7ons de porter atteinte \u00e0 la fonction d\u00e9marcative de la marque et de cr\u00e9er ainsi la confusion dans l&#8217;esprit du consommateur est d&#8217;accompagner le lien commercial affich\u00e9 gr\u00e2ce aux mots cl\u00e9s de ses concurrents par des all\u00e9gations, indications ou pr\u00e9sentations fausses ou de nature \u00e0 induire en erreur (pratiques commerciales trompeuses), d&#8217;actes d\u00e9loyaux de nature \u00e0 g\u00e9n\u00e9rer un risque de confusion (concurrence d\u00e9loyale).<\/p>\n<p><a href=\"http:\/\/www.village-justice.com\/articles\/Les-signes-distinctifs-nom-commercial-NDD-service-repression-concurrence,25278.html\" target=\"_blank\" rel=\"noopener\">http:\/\/www.village-justice.com\/articles\/Les-signes-distinctifs-nom-commercial-NDD-service-repression-concurrence,25278.html<\/a><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Dans un arr\u00eat du 3 mai 2017, la cour d\u2019appel de Paris a condamn\u00e9 l&#8217;usage marketing qui consiste \u00e0 utiliser les signes distinctifs d&#8217;une soci\u00e9t\u00e9 concurrente pour g\u00e9n\u00e9rer\u00a0l\u2019affichage d\u2019un lien&hellip; <\/p>\n","protected":false},"author":1,"featured_media":2559,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[28,52],"tags":[],"class_list":["post-2558","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-publicite-marketing-communication","category-marques"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2017\/06\/Unknown.png?fit=313%2C161&ssl=1","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/p6jw1p-Fg","jetpack-related-posts":[{"id":2397,"url":"https:\/\/mouillere.com\/universconvergents\/2017\/05\/26\/pas-de-contrefacon-marque-si-pas-datteinte-a-sa-fonction-essentielle-qui-est-de-garantir-au-consommateur-lidentite-dorigine-du-produit-ou-du-service-en-lui-permettant-de-se-disting\/","url_meta":{"origin":2558,"position":0},"title":"Pas de contrefa\u00e7on marque si pas d&#8217;atteinte \u00e0 sa fonction essentielle qui est de garantir au consommateur l\u2019identit\u00e9 d\u2019origine du produit ou du service en lui permettant de se distinguer des autres","author":"Fred","date":"26 mai 2017","format":false,"excerpt":"Une boutique en ligne de produits gothiques reproche \u00e0 une soci\u00e9t\u00e9 concurrente d\u2019avoir eu recours au r\u00e9f\u00e9rencement payant sur Google en utilisant comme mot cl\u00e9 sa marque et\u00a0constate qu\u2019ait r\u00e9f\u00e9renc\u00e9 sur la premi\u00e8re page de r\u00e9sultats de Google une annonce de la soci\u00e9t\u00e9 concurrente sous l\u2019intitul\u00e9 de sa propre d\u00e9nomination.\u00a0Elle\u2026","rel":"","context":"Dans &quot;Marketing&amp;Communication&quot;","block_context":{"text":"Marketing&amp;Communication","link":"https:\/\/mouillere.com\/universconvergents\/category\/publicite-marketing-communication\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2016\/07\/Sans-titre-121.jpg?fit=655%2C446&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2016\/07\/Sans-titre-121.jpg?fit=655%2C446&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2016\/07\/Sans-titre-121.jpg?fit=655%2C446&ssl=1&resize=525%2C300 1.5x"},"classes":[]},{"id":4872,"url":"https:\/\/mouillere.com\/universconvergents\/2021\/03\/17\/abus-de-position-dominante-dapple-qui-peut-encore-en-douter\/","url_meta":{"origin":2558,"position":1},"title":"Abus de position dominante d&#8217;Apple : qui peut encore en douter ?","author":"Fred","date":"17 mars 2021","format":false,"excerpt":"La Commission europ\u00e9enne a enfin ouvert des enqu\u00eates formelles en mati\u00e8re de pratiques anticoncurrentielles concernant la distribution d'applications via l'App Store et l'utilisation obligatoire du syst\u00e8me d'achat int\u00e9gr\u00e9. \"Les applications mobiles ont fondamentalement chang\u00e9 la fa\u00e7on dont nous acc\u00e9dons au contenu. C'est Apple qui fixe les r\u00e8gles applicables \u00e0 la\u2026","rel":"","context":"Dans &quot;IT&quot;","block_context":{"text":"IT","link":"https:\/\/mouillere.com\/universconvergents\/category\/it\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2020\/12\/drapeau-union-europe%CC%81enne_2.jpg?fit=1000%2C682&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2020\/12\/drapeau-union-europe%CC%81enne_2.jpg?fit=1000%2C682&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2020\/12\/drapeau-union-europe%CC%81enne_2.jpg?fit=1000%2C682&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2020\/12\/drapeau-union-europe%CC%81enne_2.jpg?fit=1000%2C682&ssl=1&resize=700%2C400 2x"},"classes":[]},{"id":3213,"url":"https:\/\/mouillere.com\/universconvergents\/2019\/10\/24\/droit-des-marques-principe-de-specialite-mauvaise-foi-et-monopole\/","url_meta":{"origin":2558,"position":2},"title":"Droit des marques: principe de sp\u00e9cialit\u00e9, mauvaise foi et monopole","author":"Fred","date":"24 octobre 2019","format":false,"excerpt":"Me Etienne Wery rel\u00e8ve l'importance d'une affaire pendante devant la CJUE qui pourrait modifier le droit positif en renfor\u00e7ant le principe de sp\u00e9cialit\u00e9 dans le choix des classes au moment du d\u00e9p\u00f4t d'une marque. Dans cette affaire, l'op\u00e9rateur de t\u00e9l\u00e9vision par satellite Sky a agit en contrefa\u00e7on de marque contre\u2026","rel":"","context":"Dans &quot;Marques&quot;","block_context":{"text":"Marques","link":"https:\/\/mouillere.com\/universconvergents\/category\/ip\/marques\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":6299,"url":"https:\/\/mouillere.com\/universconvergents\/2024\/10\/16\/la-fifa-viole-les-regles-europeennes-de-concurrence-et-de-libre-circulation-des-personnes\/","url_meta":{"origin":2558,"position":3},"title":"La FIFA viole les re\u0300gles europe\u0301ennes de concurrence et de libre circulation des personnes","author":"Fred","date":"16 octobre 2024","format":false,"excerpt":"Dans son arre\u0302t du 4 octobre 2024, la CJUE estime que certaines re\u0300gles de la FIFA font peser des incertitudes juridiques, financie\u0300res et sportives entravant de mani\u00e8re disproportionn\u00e9e la liberte\u0301 de circulation des footballeurs professionnels souhaitant changer de club. La CJUE a identifi\u00e9 plusieurs r\u00e8gles de la FIFA contenues dans\u2026","rel":"","context":"Dans &quot;Ressources humaines&quot;","block_context":{"text":"Ressources humaines","link":"https:\/\/mouillere.com\/universconvergents\/category\/ressources-humaines\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2024\/10\/illustration-of-FIFA-rules-contrary-to-EU-law.jpg?fit=1024%2C1024&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2024\/10\/illustration-of-FIFA-rules-contrary-to-EU-law.jpg?fit=1024%2C1024&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2024\/10\/illustration-of-FIFA-rules-contrary-to-EU-law.jpg?fit=1024%2C1024&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2024\/10\/illustration-of-FIFA-rules-contrary-to-EU-law.jpg?fit=1024%2C1024&ssl=1&resize=700%2C400 2x"},"classes":[]},{"id":4824,"url":"https:\/\/mouillere.com\/universconvergents\/2020\/08\/17\/fortnite-vs-google-apple\/","url_meta":{"origin":2558,"position":4},"title":"Fortnite vs Google &#038; Apple","author":"Fred","date":"17 ao\u00fbt 2020","format":false,"excerpt":"Pour sanctionner l'\u00e9diteur de Fortnite d'avoir mis en place son propre syst\u00e8me de paiement int\u00e9gr\u00e9 et contourn\u00e9 la commission de 30%, Google et Apple ont retir\u00e9 l'application de leur App Store. \u00a0 \"Apple est devenue ce contre quoi elle s'insurgeait autrefois : le mastodonte qui cherche \u00e0 contr\u00f4ler les march\u00e9s,\u2026","rel":"","context":"Dans &quot;Commerce \u00e9lectronique&quot;","block_context":{"text":"Commerce \u00e9lectronique","link":"https:\/\/mouillere.com\/universconvergents\/category\/it\/commerce-electronique\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2020\/08\/epic-app-store.png?fit=838%2C387&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2020\/08\/epic-app-store.png?fit=838%2C387&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2020\/08\/epic-app-store.png?fit=838%2C387&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2020\/08\/epic-app-store.png?fit=838%2C387&ssl=1&resize=700%2C400 2x"},"classes":[]},{"id":3373,"url":"https:\/\/mouillere.com\/universconvergents\/2019\/11\/15\/patrimonialite-des-donnees-personnelles\/","url_meta":{"origin":2558,"position":5},"title":"Patrimonialit\u00e9 des donn\u00e9es personnelles","author":"Fred","date":"15 novembre 2019","format":false,"excerpt":"GenerationLibre propose deux mod\u00e8les de patrimonialit\u00e9 des donn\u00e9es personnelles pour lutter contre l\u2019ampleur de l\u2019exploitation commerciale et politique de nos donn\u00e9es personnelles et rendre aux individus la propri\u00e9t\u00e9 et\u00a0le contr\u00f4le de ce qui leur appartient. Les GAFAM ont acquis une position dominante gr\u00e2ce \u00e0 l\u2019exploitation des donn\u00e9es personnelles. Selon les\u2026","rel":"","context":"Dans &quot;Big Data&quot;","block_context":{"text":"Big Data","link":"https:\/\/mouillere.com\/universconvergents\/category\/it\/big-data\/"},"img":{"alt_text":"","src":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2019\/11\/Capture-d%E2%80%99e%CC%81cran-2019-11-15-a%CC%80-12.00.04-scaled.jpg?fit=1200%2C582&ssl=1&resize=350%2C200","width":350,"height":200,"srcset":"https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2019\/11\/Capture-d%E2%80%99e%CC%81cran-2019-11-15-a%CC%80-12.00.04-scaled.jpg?fit=1200%2C582&ssl=1&resize=350%2C200 1x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2019\/11\/Capture-d%E2%80%99e%CC%81cran-2019-11-15-a%CC%80-12.00.04-scaled.jpg?fit=1200%2C582&ssl=1&resize=525%2C300 1.5x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2019\/11\/Capture-d%E2%80%99e%CC%81cran-2019-11-15-a%CC%80-12.00.04-scaled.jpg?fit=1200%2C582&ssl=1&resize=700%2C400 2x, https:\/\/i0.wp.com\/mouillere.com\/universconvergents\/wp-content\/uploads\/2019\/11\/Capture-d%E2%80%99e%CC%81cran-2019-11-15-a%CC%80-12.00.04-scaled.jpg?fit=1200%2C582&ssl=1&resize=1050%2C600 3x"},"classes":[]}],"_links":{"self":[{"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/posts\/2558","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/comments?post=2558"}],"version-history":[{"count":2,"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/posts\/2558\/revisions"}],"predecessor-version":[{"id":2561,"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/posts\/2558\/revisions\/2561"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/media\/2559"}],"wp:attachment":[{"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/media?parent=2558"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/categories?post=2558"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mouillere.com\/universconvergents\/wp-json\/wp\/v2\/tags?post=2558"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}