| 摘要: |
| 运动员形象权保护研究契合“依法治体”背景下对体育权利的关照，对维护运动员正当与合法权益具有现实意义。运用比较研究法和案例研究法，借鉴国外相关理论与实践，为我国运动员形象权保护提供参考。首先，阐述了形象权的起源与含义，在此基础上，指出运动员形象权是运动员基于其竞技价值，对其可识别形象蕴含的商业价值所享有的权利，具有主体真实性、价值可变性和行使限制性的特征。其次，分析了姓名、绰号、特色语句、职业信息、整体形象等形象权侵权典型案例，指出整个行为标准、主要动机标准、变革性使用标准是形象权侵权认定的主要标准。当前，我国民法、商标法、竞争法、体育法等现有法律对运动员形象权保护不足，以及体育行政规章制度的不灵活，限制、束缚了运动员形象权保护。提出，在法律层面，从民法上思量“人格权法”独立成编，保护运动员形象中的财产利益；商标法上设立事先知情同意和事后审查相结合的制度；竞争法上落实公平竞争审查制度、加强反垄断执法、实施体育产业市场黑名单制度；以体育法修改为契机，从运动员权益、体育产业、体育纠纷解决方面构建运动员形象权保护机制。在制度层面，从明晰运动员产权制度、落实与体育经纪合作制度、明确与细化商业合同方面进行完善。 |
| 关键词: 国外 运动员 形象权保护 侵权 人格权 法律 制度 体育纠纷 |
| DOI： |
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| 基金项目:教育部人文社科青年项目“奥运隐性营销法律规制研究”（19YJCZH018）；安徽省哲学社科项目“运动员形象权法律保护研究”（AHSKY2019D062）；安徽省高校人文社科重点项目“‘管办分离’背景下中国篮球协会内部纠纷解决机制研究”（SK2018A0332） |
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| On Difficulties and Solution of the Protection of Athletes’ Right of Publicity in China Drawing on Foreign Experience |
| WANG Fei |
| (School of Sports，Anqing Normal University，Anqing 246133, China) |
| Abstract: |
| The research on the protection of athletes’ image right accords with the care of sports rights under the background of “governing sports according to law”, which has practical significance for safeguarding the legitimate rights and interests of athletes. This paper provides reference for the protection of athletes’ image right in China drawing on relevant theories and practices of foreign countries using methods of comparative research and case study. First, this paper expounds the origin and meaning of the right of publicity. On this basis, it is pointed out that the right of publicity is the one of athletes to the commercial value contained in their recognizable image based on their competitive value, which has the characteristics of subject authenticity, value variability and exercise restriction. Second, it analyzes the typical cases of infringement of the right of publicity such as name, nickname, characteristic sentence, professional information and overall image, and points out that the whole standard of behavior, main motivation and transformative use are the main ones for the identification of infringement of right of publicity. It is pointed out that the protection of athletes’ right of publicity is insufficient in laws of civil, trademark, competition, sports and other existing ones, as well as inflexible sports administrative rules and regulations, which limit and restrict the protection of athletes’ right of publicity. It is suggested that at the legal level, the “law of personal rights” should be independent from the civil law to protect the property interests in the image of athletes. In the trademark law, the system of prior informed consent and post examination is established. In the competition law, we should implement the fair competition examination system, strengthen the antimonopoly law enforcement, and implement the blacklist system of sports industry market. Taking the amendment of sports law as an opportunity, the protection mechanism of athletes’ right of publicity is constructed from the aspects of athletes’ rights and interests, sports industry and sports dispute resolution. At the system level, we should make clear the athlete property rights system, implement the cooperation system with sports agents, and clarify and refine the commercial contract. |
| Key words: foreign athletes right of publicity infringement personal rights law system sports dispute |
