The Essence of Fair Use in Trademark Law
DOI:
https://doi.org/10.64184/ajlps.V2.I4.Y2025.P258-285.261Keywords:
trademarks, famous, fair use, nominal, descriptiveAbstract
In light of globalization and economic openness, well-known trademarks have become a vital element for any company seeking success. These marks are characterized by their strong commercial appeal, as they attract consumers due to their reputation associated with the products they represent. For this reason, well-known trademarks are vulnerable to unauthorized exploitation by traders seeking to gain personal profits at low cost, without regard for the harm that may be caused to the original mark.
This exploitation leads to what is known as "trademark dilution", a phenomenon that weakens the distinctiveness of a well-known mark, where its impact on consumers' perception gradually diminishes. This occurs as a result of linking the mark to products or services unrelated to the original mark, which over time causes it to lose its commercial value, or may negatively affect the reputation of the original mark if associated with a low-quality product. In response to this broad extension of protection, the principle of fair use has emerged as a balancing mechanism that limits such protection while taking into account the requirements of freedom of expression. The purpose of fair use is not to restrict the rights granted to the trademark owner, but rather to define their boundaries in a manner consistent with the economic and social functions of the trademark.
References
l. LEGISLATION
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