CUI Wang-wei. Research on the Legal Regulation of Ambush Marketing Networks in Olympic Games[J]. China Sport Science, 2020, 40(11): 84-90. DOI: 10.16469/j.css.202011009
    Citation: CUI Wang-wei. Research on the Legal Regulation of Ambush Marketing Networks in Olympic Games[J]. China Sport Science, 2020, 40(11): 84-90. DOI: 10.16469/j.css.202011009

    Research on the Legal Regulation of Ambush Marketing Networks in Olympic Games

    • The emergence and spread of the ambush marketing networks in Olympic Games has become the focus of social attention. It not only seriously damages the legitimate rights and interests of the relevant rights holders of the Olympic Games, but also mercilessly devours the Olympic spirit and intangibles of the Olympic Games. The ambush marketing networks in Olympic Games mainly includes the following forms: Confusion imitation of network communication, implicit infringement of communication exclusive right, domain name rush registration, network link and so on. The current legal regulation of ambush marketing networks in Olympic Games in China is faced with problems, such as the lack of applicable legal basis, the difficulty in determining the qualification of litigation subject, the difficulty in determining the amount of compensation for infringement damages, and the abuse of litigation in tort relief. Learn from the beneficial experience of the countries that have hosted the Olympic Games, construct the legal system, strengthen the legal protection of the domain names related to the Olympic Games, refine and regulate the relevant provisions, strengthen the administrative law enforcement, and realize the effective regulation of ambush marketing networks in Olympic Games.
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