原标题：法治课｜贵州科比酒业“碰瓷”名人引争议，此前有人抢注迈克尔·杰克逊败诉

近日，一家名为“贵州科比酒业”的公司引起了广泛关注。

贵州科比酒业”的抖音账号。

澎湃新闻记者看到，疑似贵州科比酒业有限公司的视频账号“贵州科比酒业”于2024年4月17日发布第一条视频，目前有5条视频，拥有6000多名粉丝。该账号还发布了艺术体操冠军周芯羽、散打世界冠军林慧敏、速度滑冰青年世界冠军林雪三名世界冠军录制的宣传视频，声称“科8”“科20”“科24”三款白酒即将全面上市。

该账号一冒头便引起了大量争议，该酒业公司不仅在名称上使用了知名已故篮球运动员“科比”的名字，且在账号简介、视频介绍、白酒包装中提及了“你见过洛杉矶凌晨4点的街景吗？”“曼巴精神”“1996-2016”等具有篮球运动员“科比”个人元素的宣传语，被指“碰瓷”科比，也遭到了部分科比球迷的抵制。

“非常反感，我觉得科比和曼巴的名头被滥用了，而且被用在一个这样明显是碰瓷和山寨的品牌上，太让人愤怒了。”科比球迷丁亦（化名）表示，目前他了解到，已经有科比球迷微信群的成员在通过各种渠道进行投诉、举报。

工商信息显示，贵州科比酒业有限公司成立于2023年8月14日，注册资金1000万元，其企业法定代表人为于永洋，也是该公司的实际控股股东。公司经营范围含酒类经营、食品互联网销售、个人互联网直播服务、市场营销策划等。

此外，知识产权查询信息显示，贵州科比酒业有限公司在2023年9月至2023年12月期间，曾申请5个科比相关的商标，包括“KEBI”“科比曼巴”，以及打篮球等图案。国际分类均为酒类，其中“KEBI”及一个打篮球图形商标为初审公告状态，其余商标为“驳回复审”中。

涉事公司曾申请5个科比或篮球相关商标。

4月25日，澎湃新闻记者致电贵阳市观山湖区市场监督管理局，该局工作人员表示，目前多个部门正在联合调查此事，尚没有调查结果。此外，工作人员表示，近两日来电关注此事的人较多，后续调查结果应该会公布。

已故名人的姓名权是否受法律保护？贵州科比酒业公司是否存在“碰瓷”科比行为？对此，湖南金州律师事务所高级合伙人、律师邢鑫表示：“从目前了解到的情况来看，贵州科比酒业的相关行为如果没有征得已逝篮球运动员科比亲属的授权，则涉嫌损害科比姓名权所延伸出的财产性利益。”

他分析称，科比的姓名权作为人格权虽然随着科比的死亡已经终结，但科比作为在全球具有影响力和知名度的人物，其姓名仍具有巨大的商业价值，其亲属仍然享有姓名权相关的财产性权利。

“从目前贵州科比酒业发布的产品外观、名称能看到，都与篮球运动员科比存在高度混同，且在其产品上使用了与耐克品牌为科比设计的logo高度相似的图案。”邢鑫表示，尽管科比酒业声称，其所有资质都是合法合规的，且酒水和体育不属于同一大类，因此不会受到影响。然而，商标的使用不仅仅局限于同一大类的商品或服务。一旦商标具有足够的知名度和影响力，其保护范围可以扩展到其他类别，以防止公众混淆和误认。

他告诉澎湃新闻，贵州科比酒业在账号、宣传和产品中均使用了较多科比元素，无疑可能会使部分消费者混淆，误以为其产品与篮球运动员科比本人具有直接关系，从而消费。综上所述，该行为存在侵犯姓名权相关财产性权利的法律风险。

据澎湃新闻了解，品牌“碰瓷”已逝名人事件已经不是首次发生。

据媒体公开报道，2015年，福建风尚时装有限公司以摇滚巨星迈克尔·杰克逊的名字抢注商标“MICHAEL JACKSON”。事后，该企业被迈克尔·杰克逊遗产管理人授权的胜利国际公司起诉，认为该行为属于恶意抢注。

审理中，北京知识产权法院认为，由于迈克尔·杰克逊已经去世，其姓名权的权利主体即已消亡。但法院根据胜利国际公司提交的大量证据，认为可以证明迈克尔·杰克逊尽管已于2009年6月26日去世，但其姓名和形象至今仍然具有可观的经济价值。福建风尚时装有限公司与迈克尔·杰克逊无任何关联，却擅自将其姓名和形象作为商标多次注册在服装等商品上，势必会使公众认为该商标的提供者系经迈克尔·杰克逊本人授权或与其存在特定关联，从而对商品或服务的质量、来源造成误认，以致损害社会公共利益。最终该公司的行为被法院认定为违法行为。

责任编辑：肖武岗 UN845

新闻译文：

Original title: Rule of law Course | Guizhou Kobe's Liquor Industry's "Encounter with Porcelain" Celebrity Causing Controversy, Earlier Someone Betted Michael Jackson Losing the Case

Recently, a company called "Guizhou Kobe Liquor Industry" has attracted widespread attention.

Tiktok account of Guizhou Kobe Wine Co., Ltd.

The reporter from Pengpai News saw that the video account "Guizhou Kobe Liquor Industry" of Guizhou Kobe Liquor industry Co., Ltd. was suspected to have released its first video on April 17, 2024. Currently, there are 5 videos and more than 6000 fans. The account also released promotional videos recorded by Zhou Xinyu, the rhythmic gymnastics champion, Lin Huimin, the sanda world champion, and Lin Xue, the speed skating youth world champion, claiming that three Baijiu, "Ke8", "Ke20", and "Ke24", are about to be fully launched.

At the beginning of the account, a lot of disputes arose. The wine company not only used the name of the famous late basketball player "Kobe" in its name, but also mentioned in the account profile, video introduction, and Baijiu packaging that "have you seen the street scene at 4 a.m. in Los Angeles?" "Mamba spirit", "1996-2016" and other promotional words with the personal element of basketball player "Kobe", which were referred to as "touching porcelain" Kobe, but also were boycotted by some Kobe fans.

"I am very disgusted. I think the names of Kobe and Mamba have been abused and used on a brand that is obviously a knockoff and knockoff, which is too infuriating." Kobe fan Ding Yi (pseudonym) said that he has learned that members of the Kobe fan WeChat group are already complaining and reporting through various channels.

According to business information, Guizhou Kobe Winery Co., Ltd. was established on August 14, 2023, with a registered capital of 10 million yuan. Its legal representative is Yu Yongyang, who is also the actual controlling shareholder of the company. The company's business scope includes alcohol business, food Internet sales, personal Internet live broadcast service, marketing planning, etc.

In addition, according to intellectual property search information, Guizhou Kobe Winery Co., Ltd. applied for five Kobe related trademarks from September 2023 to December 2023, including "KEBI", "Kobe Mamba", and basketball playing patterns. The international classification is all classified as alcoholic beverages, with "KEBI" and one basketball graphic trademark in the preliminary examination announcement status, and the remaining trademarks in the "rejection review" status.

The company in question has applied for 5 Kobe or basketball related trademarks.

On April 25th, a reporter from Pengpai News called the Market Supervision Administration of Guanshanhu District, Guiyang City. The staff of the bureau stated that multiple departments are currently jointly investigating this matter and there are no investigation results yet. In addition, the staff stated that there have been more people paying attention to this matter in the past two days, and the subsequent investigation results should be announced.

Is the right to the name of a deceased celebrity protected by law? Is there any "hitting the porcelain" Kobe behavior in Guizhou Kobe Winery Company? Regarding this, Xing Xin, senior Partner and Lawyer of Hunan Jinzhou Law Firm, said, "Based on the current situation, if the relevant actions of Guizhou Kobe's liquor industry do not obtain authorization from the relatives of the deceased basketball player Kobe, it is suspected of damaging the property interests extended by Kobe's name rights."

He analyzed that although Kobe's right to name as a personality right has come to an end with his death, as a globally influential and well-known figure, Kobe's name still has enormous commercial value, and his relatives still enjoy property rights related to the right to name.

"From the appearance and name of the products released by Guizhou Kobe Brewery, it can be seen that they are highly similar to basketball player Kobe, and they use a pattern highly similar to the logo designed by Nike brand for Kobe on their products." Xing Xin said that although Kobe Brewery claims that all of its qualifications are legal and compliant, and that alcohol and sports do not belong to the same category, they will not be affected. However, the use of trademarks is not limited to the same category of goods or services. Once a trademark has sufficient visibility and influence, its protection scope can be extended to other categories to prevent public confusion and misidentification.

He told Pengpai News that Guizhou Kobe Winery has used a lot of Kobe elements in its accounts, promotion, and products, which may undoubtedly confuse some consumers and mistakenly believe that its products have a direct relationship with basketball player Kobe himself, leading to consumption. In summary, this behavior carries legal risks of infringing on property rights related to the right to name.

According to Pengpai News, this is not the first time a celebrity incident has occurred after the brand "hit the porcelain" has passed away.

According to public media reports, in 2015, Fujian fashion Fashion Co., Ltd. registered the trademark "MICHAEL JACKSON" under the name of rock superstar Michael Jackson. Afterwards, the company was sued by Victory International, authorized by Michael Jackson's estate administrator, alleging that the act was malicious betting.

During the trial, the Beijing Intellectual Property court held that due to the death of Michael Jackson, the rights holder of his name rights had disappeared. However, based on a large amount of evidence submitted by Victory International, the court believes that Michael Jackson's name and image still have considerable economic value despite his death on June 26, 2009. Fujian Fashion Fashion Co., Ltd. has no association with Michael Jackson, but has registered his name and image as a trademark multiple times on clothing and other goods without authorization. This will inevitably lead the public to believe that the provider of the trademark is authorized by Michael Jackson himself or has a specific association with him, resulting in misidentification of the quality and source of the goods or services, and thus damaging the public interest. The company's actions were ultimately deemed illegal by the court.

Responsible editor: Xiao Wugang UN845

重点词汇

• 引争议 cause the dispute

• 抢注 Preemptive registration ; rush registration

• 败诉 lose a lawsuit

• 澎湃 surge ; be in an upsurge ; the roaring of breakers

• 新闻记者 journalist ; reporter ; newsman ; newspaperman ; journo

• 有限公司 corporation ; limited company ; limited liability company ; limited partnership

• 艺术体操 rhythmic gymnastics ; artistic gymnastics

• 世界冠军 world champion

• 速度滑冰 speed skating

• 冒头 begin to crop up

句子成分分析：

[During the trial], the Beijing Intellectual Property Court held | that [due to the death (of Michael Jackson)], the rights 

holder (of his name rights) had disappeared.

句子语法结构详解：

(held 为 hold 的过去式。)

* held 为谓语，采用一般过去时。
* that 为连词，引导宾语从句。
* disappeared 为谓语，采用过去完成时。
* his 为形容词型物主代词。had 为助动词。the 为定冠词。

句子相关词汇解释：

Phrase:

Vocabulary:

句子成分分析：

Once a trademark has sufficient visibility and influence, || its protection scope can be extended to other categories to 

prevent public confusion and misidentification.

句子语法结构详解：

(has 为 have 的第三人称单数形式。)

* once 引导状语从句。
* has 为谓语，采用一般现在时。动词采用第三人称单数形式。
* its 开头为陈述句。
* extended 为谓语，采用被动语态。
* to prevent 为不定式，作状语。
* its 为物主代词。can 为情态动词。be 为助动词。a 为不定冠词。

句子相关词汇解释：

Vocabulary:

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