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首页> 外文期刊>IIC:International review of intellectual property and competition law >Commercial Exploitation of the Personality and Licence Requirements for Satiric Advertisements Under German Law
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Commercial Exploitation of the Personality and Licence Requirements for Satiric Advertisements Under German Law

机译：根据德国法律对讽刺广告的个性和许可要求进行商业开发

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摘要

One could conclude that the German Federal Supreme Court proved that it had a sense of humour and therefore is for satiric statements in advertisements. The court, however, developed a rather sophisticated distinction between the various interests and constitutional rights that need to be taken into account when assessing the lawfulness of such satiric statements. In that respect, it balances the general right of personality, and in particular the legitimate interest in not being commercially exploited without prior consent, with the right to express an opinion by means of satire, which can sometimes be very offending. The Supreme Court had to develop a doctrine for reasons of legal clarity, and it did define a legal framework for satiric statements in advertisements: The German Constitution grants the freedom to express one's opinion even if this is done for marketing purposes, except when such advertising gives the impression that the person depicted is actively promoting a certain product or when the particular advertisement crosses the borderline and offends the "victim's" dignity. Although one could also argue that a person's legitimate interest in not being commercially exploited should prevail, German judges have found a pragmatic solution that leaves room for the creativity of advertising agencies. Let's see how the advertising industry will use this new freedom.
机译：可以得出结论，德国联邦最高法院证明它具有幽默感，因此是广告中的讽刺性陈述。但是，法院在评估这些讽刺性陈述的合法性时，在各种利益和宪法权利之间形成了相当复杂的区分。在这方面，它权衡了人格的一般权利，尤其是在未经事先同意而不得进行商业利用时的合法权益，与通过讽刺表达意见的权利之间的平衡，有时这是非常冒犯的。最高法院出于法律上的明确性原因必须制定一个理论，并且确实为广告中的讽刺性陈述定义了一个法律框架：德国宪法赋予言论自由，即使这样做是出于营销目的，除非此类广告给人的印象是所描绘的人正在积极推广某种产品，或者当特定的广告越界并冒犯了“受害者”的尊严时。尽管也可以说一个人不被商业利用的合法利益应该占上风，但是德国法官发现了一种务实的解决方案，为广告代理商的创造力留出了空间。让我们看看广告行业将如何利用这一新的自由。

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