{"id":7376,"date":"2018-04-12T16:04:07","date_gmt":"2018-04-12T14:04:07","guid":{"rendered":"http:\/\/registrare-marchio.com\/nuovo\/?p=7376"},"modified":"2021-01-30T17:55:34","modified_gmt":"2021-01-30T16:55:34","slug":"comparative-advertising-and-unfair-competition","status":"publish","type":"post","link":"https:\/\/registrare-marchio.com\/en\/comparative-advertising-and-unfair-competition\/","title":{"rendered":"Comparative advertising and unfair competition in Italy"},"content":{"rendered":"

Recently, the Italian \u201cCorte di Cassazione\u201d issued an order in the field of comparative advertising and unfair competition<\/strong> (Cass.civile, sez.VI, January 7, 2016 order n.100).<\/p>\n

unfair competition and comparative advertising<\/p>\n

Article 2598,2) of the Italian Civil Code provides that:<\/p>\n

\u201cSubject to the provisions that concern the protection of distinctive signs<\/strong>\u00a0and patent rights, engages in act of unfair competition\u2026.anyone who steals the merits of the products or of the company of a competitor\u201d.<\/p><\/blockquote>\n

In this case, a company presented its products under the same name used as a trademark by another and much more famous company.<\/p>\n

At first instance and on appeal the Courts said that the company which was sued<\/p>\n

\u201cpresented its products as similar (even same) to those of a well-known competitor, exploiting the reputation<\/strong> <\/a>among the recipients of the advertising message and, in doing so, accrediting its products at customers without any effort of investment\u201d<\/p><\/blockquote>\n

and that<\/p>\n

\u201cin promoting its products, had improperly used the competitor\u2019s mark, making express reference to the mark in the message and implicit reference in the context of the advertisement, with references to the \u201cparent company\u201d and with clear intention to accredit the quality of its products, by presenting said products as \u201csame\u201d than those marked and characterized by high quality standards\u201d.<\/p><\/blockquote>\n

In the matter of comparative advertising and unfair competition<\/strong><\/a> the \u201cCorte di Cassazione\u201d has had the opportunity to enunciate some principles already previously established, in particular that<\/p>\n

\u201cUnfair competition for appropriation of the merits of the products or of the company of others (Article 2598,2) of the Italian Civil Code) does not consist in adopting, albeit in a parasitic way, material techniques or proceedings already used by another company (which may lead, instead, to unfair competition for slavish imitation), but occurs when an entrepreneur, in advertising or equivalent ways, attributes to its products or to its enterprise merits, such as medals, awards, qualities, indications, requirements, virtues, not owned by them, but owned by the products or the enterprise of a competitor, in order to alter the free choice of consumers\u201d<\/p><\/blockquote>\n

(Cass.Sez.1, sentenza 9387 del 1994; Cass.Sez.1, sentenza n.6928 del 1983)<\/p>\n

\n
<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

In presence of comparative advertising unfair competition occurs when a trademark appropriates requirements, virtues or other belonging to another brand. Let\u2019s see more in detail. <\/p>\n","protected":false},"author":3,"featured_media":8169,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[99],"tags":[],"class_list":["post-7376","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-unfair-competition"],"yoast_head":"\nComparative advertising and unfair competition in Italy - \u00aeRM<\/title>\n<meta name=\"description\" content=\"In presence of comparative advertising unfair competition occurs when a trademark appropriates requirements, virtues or other belonging to another brand. 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