프로야구게임 제작에 관한 야구종사자의 퍼블리시티권* 박 준 석 ** 목 차. 1. 2.. 1., 2. 3. 4.. 1. 2. 3., 4. 5. 6... 1) *, - - ( ) -?, ( 30 ), 2009.12. 3, (, 2011, ). - 313 -
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산업재산권 제45호, ( ).. 4),. ( ).,,., ( ). 22 OB 1982, 1982 4) (http://slugger. pmang.com). - 316 -
프로야구게임 제작에 관한 야구종사자의 퍼블리시티권.,, ( ) ( ).., (sport game).,., (right of publicity)., 5) 5) ( ).,, ( 33 ),, 2012.11, 313 ;,, ( 61 ),, 2010.12, 169 ;, -?, ( 12 ),, 2007.8, 197 ;,, LAW&TECHNOLOGY(6 1 ),, 2010.1, 82 ;, - 317 -
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프로야구게임 제작에 관한 야구종사자의 퍼블리시티권,,. ( ) ( ), ( ),.,. 10),,... 11)?, (30 ), 2009.12, 295-296. 10), -,,, 2012.2, 203. 11). - 319 -
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프로야구게임 제작에 관한 야구종사자의 퍼블리시티권..,,,. ( ). Ⅱ. 퍼블리시티권을 가지는 야구종사자의 범위 1. 퍼블리시티권을 실제 보유하고 있는 주체가 선수인지, 구단 등인지 여부 가. 한국의 상황 (1) KBO,, - 321 -
산업재산권 제45호. 1981, (, KBO). KBO 13) ( ) 14), KBO. 15) KBO 13) KBO ( ),. 2014 <http://www.koreabaseball. com/file/ebook/pdf/2014regulation.pdf (2014.10.24. )> Ebook. 14) 16,. 16 ( ),, TV.,.., TV,,. 15), ( ), 2010.9;, - 322 -
프로야구게임 제작에 관한 야구종사자의 퍼블리시티권 KBOP 16) 3. (NPB, KBO ) 16. (2), 16, KBO.. 1988. 17) 2000., ( 401 ),, 2010.1.. 16) Korea Baseball Organization s Properties Co. Ltd.,,, KBO KBO. KBO KBOP 1 KBOP...,, ( )...,, KBO.. - 323 -
산업재산권 제45호 1. 22. (, ). 16. 2001. 4. 6. 16. 18) 16,. 6 2 1.. KBO 2014. 19) 16 [ ]. ( ), TV, 17) 2011.5.7. [Why, ].. 18) 2001.4.6. 2001-056 (2000 1535 ). 19) 2014. - 324 -
프로야구게임 제작에 관한 야구종사자의 퍼블리시티권,..,. (3) 2005 2006. 4. 19. 2005 80450 ( 2005 ) 20). 8 2005 21) 22). KBO KBOP., ( ) 20) 2006 45017 2006.9.26. 1. 21) 8 1,. 22). - 325 -
산업재산권 제45호,.......... 16 ( ) 2~3. 16. KBO KBOP 16. 30%., 80 KBO, 2005 2005. 23) - 326 -
프로야구게임 제작에 관한 야구종사자의 퍼블리시티권 나. 외국에서의 관련 논의 24),. ( 権 ). ( KBO ) 1999 ( ) 3. 12 34 2002 11 25),. 26) 23), ( ) ( ). 24),. 25) 12 ( 楽 ー ). 26). - 327 -
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프로야구게임 제작에 관한 야구종사자의 퍼블리시티권. 28), 29) 2008. 2. 25..,. 2009. 6. 15.. 30), (J ) J 97 1 88,, (, ),,.. 31) 다. 평가., ( ). 28) 17( )11826 18.8.1. 29) 18( )10072 20.2.25. 30) 20( )961, 20( )792 21.6.15., 31), ー 権 権, Sportsmedicine 2009 NO.114, 39. <http://sports-law-seisaku.jp/thesis/9/9.pdf (2014.1 0.24. )>. - 329 -
산업재산권 제45호,., KBO. 2. 유명하지 않은 후보선수도 퍼블리시티권의 주체가 될 수 있는지 여부 가. 외국에서의 관련 논의? ( ).?. ( ) (right of privacy), (identity)... 32) 32), ( ) ( ), (243 ),, - 330 -
프로야구게임 제작에 관한 야구종사자의 퍼블리시티권,. 9 (fame) (, notoriety).,,. 33) (Greenfield) ( ),. 34) 1996, 110 Restatement (Third) of Unfair Competition sec. 46, comment d (1995); Nimmer, The Right of Publicity 3, 19 Law and Contemporary Problems 203, 217(1954); McCarthy, The Rights of Publicity and Privacy(Deerfield, IL: Clark Boardman Callaghan, 1995) sec. 4. 3 c, at 4-15; Motschenbacher v. R.J. Reynolds Tobbaco Co., 498 F. 2d 821(9th Cir. 1974); Tellado v. Time-Life Books, Inc., 643 F. Supp. 904 (D.N.J. 1986); Vinci v. American Can Co., 9 Ohio St. 3d 98, 459 N.E. 2d 507 (1984). 2014 J. Thomas McCarthy, The Rights of Publicity and Privacy (2d ed) Ch. 4. I. Who Has a Right of Publicity. McCarthy. 33) Motschenbacher v. R. J. Reynolds Tobacco Co., 498 F.2d 821, 824 (9th Cir. 1974) (dictum) 34) Onassis v. Christian Dior-New York, Inc., 122 Misc. 2d 603, 472 N.Y.S.2d 254, 260, 10 Media L. Rep. (BNA) 1859 (Sup 1984), judgment aff d, 110 A.D.2d - 331 -
산업재산권 제45호,,,, ( ). 35). 36) 1095, 488 N.Y.S.2d 943 (1st Dep t 1985) (dictum). Accord Cohen v. Herbal Concepts, Inc., 100 A.D.2d 175, 473 N.Y.S.2d 426, 431, 10 Media L. Rep. (BNA) 1561 (1st Dep t 1984), order aff d, 63 N.Y.2d 379, 482 N.Y.S.2d 457, 472 N.E.2d 307 (1984) ( ); Fanelle v. Lojack Corp., 29 Media L. Rep. (BNA) 1513, 2000 WL 1801270 (E.D. Pa. 2000) ( ). 35) KNB Enterprises v. Matthews, 78 Cal. App. 4th 362, 367, 92 Cal. Rptr. 2d 713, 717, 28 Media. L. Rep. (BNA) 1435, 53 U.S.P.Q.2d 1885 (2d Dist. 2000). Christoff v. Nestle USA, Inc., 62 Cal. Rptr. 3d 122, 35 Media L. Rep. (BNA) 2002 (Cal. App. 2d Dist. 2007), as modified on denial of reh g, (July 24, 2007) and review granted and opinion superseded, 67 Cal. Rptr. 3d 468, 169 P.3d 888 (Cal. 2007) review granted by California Supreme Court and opinion superseded (Oct 31, 2007) ( 3344 ). 36) Canessa v. J. I. Kislak, Inc., 97 N.J. Super. 327, 235 A.2d 62, 75-76 (Law Div. 1967) ( ). Accord Tellado v. Time-Life Books, Inc., 643 F. Supp. 904, 913, 13 Media L. Rep. (BNA) 1401 (D.N.J. 1986) (. ); Ainsworth v. Century Supply Co., 295 Ill. App. 3d 644, 230 Ill. Dec. 381, 693 N.E.2d 510, 514 (2d Dist. 1998) ( - 332 -
프로야구게임 제작에 관한 야구종사자의 퍼블리시티권 (Restatement of Unfair Competition) 37),. 38). (likeness), 39) (identity) 40). 41) ). Bisbee v. John C. Conover Agency, Inc., 186 N.J. Super. 335, 452 A.2d 689, 9 Media L. Rep. (BNA) 1298 (App. Div. 1982). 37) (American Law Institute) (common law), (common law).. 38) Restatement Third, Unfair Competition 46, comment d (1995). 49, comment d (1995) ( ). 39) Steven J. Hoffman, Limitations on the Right of Publicity, 28 Bull Copyright Soc y 111, 112-14 (1980). 40) Felcher & Rubin, Privacy, Publicity and the Portrayal of Real People by the Media, 88 Yale L.J. 1577, 1591, n.78 (1979). 41) Ali v. Playgirl, Inc., 447 F. Supp. 723, 729, 3 Media L. Rep. (BNA) 2540, 206 U.S.P.Q. 1021 (S.D. N.Y. 1978) ( - 333 -
산업재산권 제45호.. ); Martin Luther King, Jr., Center for Social Change, Inc. v. American Heritage Products, Inc., 250 Ga. 135, 296 S.E.2d 697, 700, 8 Media L. Rep. (BNA) 2377, 216 U.S.P.Q. 711 (1982) (Opining in dictum that ); Jackson v. Playboy Enterprises, Inc., 574 F. Supp. 10, 13, 9 Media L. Rep. (BNA) 1575 (S.D. Ohio 1983) { (intrinsic).... }; Delan by Delan v. CBS, Inc., 91 A.D.2d 255, 458 N.Y.S.2d 608, 615, 9 Media L. Rep. (BNA) 1130 (2d Dep't 1983) { (public personality). ); House v. Sports Films & Talents, Inc., 351 N.W.2d 684, 18 Ed. Law Rep. 739, 10 Media L. Rep. (BNA) 2223 (Minn. Ct. App. 1984) (.); Vassiliades v. Garfinckel s, Brooks Bros., 492 A.2d 580, 592, 11 Media L. Rep. (BNA) 2057 (D.C. 1985) (.); Barnako v. Foto Kirsch, Ltd., 13 Media L. Rep. (BNA) 2373, 1987 WL 10230, 13 (D.D.C. 1987) { (conversion). }; Cox v. Hatch, 761 P.2d 556, 564, 16 Media L. Rep. (BNA) 1366 (Utah 1988) ( ); Pesina v. Midway Mfg. Co., 948 F. Supp. 40, 42 (N.D. Ill. 1996) (,. ). - 334 -
프로야구게임 제작에 관한 야구종사자의 퍼블리시티권 다. 한국에서의 바람직한 방향. 42). 43).., TV ( )..,.,..,....,, 42), ( ) -, ( 98 ), 2007.6, 90-91 ( ). 43),, 110 ;, -?, ( 12 ),, 2007.8, 93 (, UCC ). - 335 -
산업재산권 제45호,,.,,,, { (the Right of Publicity)}. 44).. ( ) 45). 46) 300 44) 2010.9.3. 2009 137637 ( ). 45) 2011.2.16. 2010 8226. 46),,, ( ) (pool),,,, - 336 -
프로야구게임 제작에 관한 야구종사자의 퍼블리시티권.. 3. 감독 코치 등의 퍼블리시티권 KBO. KBO 2002. 8. 7. KBOP, 47). KBO. KBO, 16 48).,,,. 47) 16. 48), 2014, 86 ( ) ( ). - 337 -
산업재산권 제45호. 40 4,., ( ).,. 4. 특정 구단도 퍼블리시티권의 주체가 될 수 있는지 여부 가. 쟁점,.., - 338 -
프로야구게임 제작에 관한 야구종사자의 퍼블리시티권.. 49) (any living person), 50). 51). 52).. 49) J. Thomas McCarthy, op. cit., 1 Rights of Publicity and Privacy 4:39.. 50) N.Y. Civil Rights Law 50. 51) ( ) University of Notre Dame Du Lac v. Twentieth Century-Fox Film Corp., 22 A.D.2d 452, 256 N.Y.S.2d 301, 305, 144 U.S.P.Q. 454 (1st Dep t 1965), order aff d, 15 N.Y.2d 940, 259 N.Y.S.2d 832, 207 N.E.2d 508, 145 U.S.P.Q. 98 (1965) ( 50 51 ); Shubert v. Columbia Pictures Corp., 189 Misc. 734, 72 N.Y.S.2d 851, 73 U.S.P.Q. 494 (Sup 1947), judgment aff'd, 274 A.D. 751, 80 N.Y.S.2d 724 (1st Dep't 1948) ( ). 52) Eagle s Eye, Inc. v. Ambler Fashion Shop, Inc., 627 F. Supp. 856, 227 U.S.P.Q. 1018 (E.D. Pa. 1985), citing McCarthy on Trademarks and Unfair Competition 10:34 (2d ed.) p 430 note 16. Accord Pump, Inc. v. Collins Management, Inc., 746 F. Supp. 1159, 1172, 15 U.S.P.Q.2d 1716 (D. Mass. 1990) (.); Bear Foot, Inc. v. Chandler, 965 S.W.2d 386 (Mo. Ct. App. E.D. 1998) ( ). - 339 -
산업재산권 제45호 2,....,,,, ( ) (Lanham Act) 53), ( ). 54), 55), (identification), (likelihood of confusion). 56) 53) Lanham Act 2(a), 15 U.S.C.A. 1052 (a). 7 1 2. Lanham Act 2(c),. 54) University of Notre Dame Du Lac v. J.C. Gourmet Food Imports Co., Inc., 703 F.2d 1372, 10 Ed. Law Rep. 88, 217 U.S.P.Q. 505 (Fed. Cir. 1983). 55) University of Notre Dame Du Lac v. Twentieth Century-Fox Film Corp., 22 A.D.2d 452, 256 N.Y.S.2d 301, 144 U.S.P.Q. 454 (1st Dep t 1965), order aff d, 15 N.Y.2d 940, 259 N.Y.S.2d 832, 207 N.E.2d 508, 145 U.S.P.Q. 98 (1965). - 340 -
프로야구게임 제작에 관한 야구종사자의 퍼블리시티권,. Melville Nimmer, 57).. 58) Bi-Rite Enterprises, Inc. v. Button Master.... 56) J. Thomas McCarthy, 1 Rights of Publicity and Privacy 4:41. 57) Nimmer, The Right of Publicity 3, 19 Law and Contemporary Problems 203, 217(1954). J. Thomas McCarthy, 1 Rights of Publicity and Privacy 4:39. 58) Bi-Rite Enterprises, Inc. v. Button Master, 555 F. Supp. 1188, 9 Media L. Rep. (BNA) 1531, 217 U.S.P.Q. 910 (S.D. N.Y. 1983), opinion supplemented, 578 F. Supp. 59 (S.D. N.Y. 1983) { (summary judgment) }; Winterland Concessions Co. v. Creative Screen Design, Ltd., 214 U.S.P.Q. 188, 1981 WL 59411 (N.D. Ill. 1981) ( 43(a) ); Brockum Co., a Div. of Krimson Corp. v. Blaylock, 729 F. Supp. 438, 446 (E.D. Pa. 1990) ( ); Apple Corps Ltd. v. A.D.P.R., Inc., 843 F. Supp. 342, 348, 22 Media L. Rep. (BNA) 1562, 30 U.S.P.Q.2d 1372 (M.D. Tenn. 1993) { (individual). }. - 341 -
산업재산권 제45호 59),, GM IBM. 다. 한국에서의 바람직한 방향 60). 2 61).,,,. 62) 59) J. Thomas McCarthy, 1 Rights of Publicity and Privacy 4:42. 60) 2009.4.16. 10. 61) ( ). 62) ( ), ( ) (2010.2.) 16. - 342 -
프로야구게임 제작에 관한 야구종사자의 퍼블리시티권,. 2008 63) 3 (gavy nj) (gavy qeens) 3. 64) 3 (gavy qeens), 3,., 65) 63) 2008.1.18. 2007 10059. 64). 65) 1988.6.14. 87 1450. 764,,,,. - 343 -
산업재산권 제45호,. 66),, ( ) 67). 66),, 111 ;, - -, ( 30 ), 2008.5, 230.,.. 67),. (identity).. - 344 -
프로야구게임 제작에 관한 야구종사자의 퍼블리시티권 Ⅲ. 퍼블리시티권이 인정되는 대상의 범위 1. 총설 ( ) ( )., ( ).,,,. 2. 야구선수의 성명.. 68) 68) 2009.11.23. 2009 2880 ( ),. - 345 -
산업재산권 제45호 ( ), (initial, ). ( ).. 2010 ( ) 69),., 2009 1108 2009. 12. 17.. 2010. 1. 20. 27,, H.Y., S.D..., 69) 2010.4.21. 2010 245-346 -
프로야구게임 제작에 관한 야구종사자의 퍼블리시티권.,,. 3. 야구선수의 초상 -박상민 짝퉁가수 사건의 판결 비판 가. 총설.,. 70) 70) 2008.6.19. 2008 108 ( 2007.12.21. 2007 970 ). ( 2009.1.30. 2008 5897). - 347 -
산업재산권 제45호,.,. 나. 박상민 짝퉁가수 사건의 판결 개요 ( ),,, ( ),, OO,,, OO - 348 -
프로야구게임 제작에 관한 야구종사자의 퍼블리시티권. 다. 위 판결의 비판, ( ) ( )., 71). ( ). 2014 KBS?(?) ~~, ~~ 71). - 349 -
산업재산권 제45호.. ( ) ( ) 72),. ( ),, ( ). ( ),..,, 72). - 350 -
프로야구게임 제작에 관한 야구종사자의 퍼블리시티권,.,.,. ( 2 1 ). ( ). SBS.,.. - 351 -
산업재산권 제45호 라. 위 판결은 퍼블리시티권 사례의 선례가 될 수 없음,.. 73). ( ), 74), ( ).. 73), ( ) 2, (2013) 562.. 74) 2000.2.2. 99 26339 ( ), 2002.4.16. 2000 42061 ( ), 2005.6.22. 2005 9168 ( ). - 352 -
프로야구게임 제작에 관한 야구종사자의 퍼블리시티권 ( 2 1 ).. ( ) 75) ( )..,. ( )..,. 75),.,. ( ),. - 353 -
산업재산권 제45호. 4. 야구선수의 성명 초상 사용에 있어 특수한 문제.,. 76) 77).,.. ( ),, 76),, 111. 77) 2008.1.18. 2007 10059 ( ). - 354 -
프로야구게임 제작에 관한 야구종사자의 퍼블리시티권. 5. 야구선수의 목소리,,.,. 1998. 3. 27. 97 29686 ( ) 78), ( ), 3 1,,,,.. 1983 John Carson 79) 6 ( ) 78). 79) Carson v. Here s Johnny Portable Toilets, Inc, 698 F.2d 831 (6th Cir. 1983). - 355 -
산업재산권 제45호 (common law). (Here s Johnny)., (Carson). 1988 Bette Midler 80) 9, Ford (Bette Midler), 81). 9 1993 White v. Samsung Electronics America, Inc. 82). (California Civil Code) 3344,, (photograph) (likeness).,,, 80) Midler v. Ford Motor Co., 849.F.2d 460 (9th Cir. 1988). 81),. 82) 989 F.2d 1512 (9th Cir. 1993). - 356 -
프로야구게임 제작에 관한 야구종사자의 퍼블리시티권 (anything evoking one s personal identity)..... 6. 야구기록 등 여타의 징표들,,,.,.,, ( ). (likeness),.,, - 357 -
산업재산권 제45호. 83) 2008. 5. 4, US,, PGA 2~6.05% 4., 2011 5 4.,. 1.,,, ( ) (game records). 84)., 83) 2009.1.6., 1. 84) 2014 200, 200. - 358 -
프로야구게임 제작에 관한 야구종사자의 퍼블리시티권,,,,,. 85).,,,, ( ). 86) 87). 85),,,,,. 86) (, ) (18 ), (7 ). 87),,,,. - 359 -
산업재산권 제45호 Ⅳ. 야구게임에서의 퍼블리시티권 공정사용 문제,,,,,. (fair use)., 50 88) 90 1996 Cardtoon v. Major League Baseball ( 10 ) 89), 2003 ETW v. Jireh Pub. ( 6 ) 90), 2007 88) Haelan Laboratories, Inc. v. Topps Chewing Gum, Inc., 202 F.2d 866 (2d Cir.,Feb. 16, 1953). 89) Cardtoons, L.C. v. Major League Baseball Players Ass n, 95 F.3d 959 (10th Cir., Aug. 27, 1996). Cardtoon (trading), MLB. 90) ETW Corp. v. Jireh Pub., Inc. 332 F.3d 915 (6th Cir., June 20, 2003). Rick Rush. ETW,. - 360 -
프로야구게임 제작에 관한 야구종사자의 퍼블리시티권 C.B.C. v. MLB ( 8 ) 91).. 92). (public figure) ( ) ( )., 2007 C.B.C. v. MLB 91) C.B.C. Distribution and Marketing, Inc. v. Major League Baseball Advanced Media, L.P., 505 F.3d 818 (8th Cir., Oct. 16, 2007). 443 F.Supp.2d 1077 (E.D.Mo., Aug 08, 2006). C.B.C. ( ). 1. 92) 1998. 9. 29. 98 35-361 -
산업재산권 제45호 93)., (ETW v. Jireh Pub. ) (Cardtoon v. Major League Baseball ). 94) Ⅴ. 결 론 4.. 93) William K. Ford & Raizel Liebler, Games are not Coffee Mugs: Games and The Right Of Publicity, 29 Santa Clara Computer & High Tech. L.J. 1 (2012-2013), p. 4 ; Marc Edelman, Closing the Free Speech Loophole: The Case for Protecting College Athletes Publicity Rights in Commercial Video Games, 65 Florida Law Review 553 (April, 2013), p. 556; Christopher Miner, Fantasy Sports and The Right of Publicity are under Further Review, 30 Touro Law Review 789 (2014), p. 820. 94) Keller v. Elec. Arts, WL 530108 (N.D. Cal. Feb. 8, 2010), 2009.11.23. 2009 2880 ( ). - 362 -
프로야구게임 제작에 관한 야구종사자의 퍼블리시티권,,., ( ),,,,,,. KBO 2005 2005, ( ),,,,.,, - 363 -
산업재산권 제45호. * : 2014 10 31 ; ( ) : 2014 11 19 ; : 2014 12 19.,,,,,. - 364 -
프로야구게임 제작에 관한 야구종사자의 퍼블리시티권 참고문헌 1. 6, ( ),, 2008.,, (2009), 2011, 2011.3., 2014 (Ebook)<http://www.koreabaseball.com/FILE/ ebook/pdf/2014regulation.pdf (2014.10.24. )>., ( ), 2010.9. J. Thomas McCarthy, The Rights of Publicity and Privacy (2d ed), Westlaw Database (April, 2014). 2., - -, ( 30 ), 2008.5., -,,, 2012.2.,, ( 33 ),, 2012.11.,, ( 61 ),, 2010.12., -?, ( 12 ),, 2007.8., ( ) -, ( 98 ), 2007.6., -?, ( 30 ), 2009.12.,, LAW&TECHNOLOGY(6 1 ), - 365 -
산업재산권 제45호, 2010.1.,, ( 35 ),, 2013.5.,, ( 401 ),, 2010.1. ( ), ( ),, 2010.2., ( ) ( ) ( ), (242 243 ),, 1996. Christopher Miner, Fantasy Sports and The Right of Publicity are under Further Review, 30 Touro Law Review 789 (2014). Marc Edelman, Closing the Free Speech Loophole: The Case for Protecting College Athletes Publicity Rights in Commercial Video Games, 65 Florida Law Review 553 (April, 2013). William K. Ford & Raizel Liebler, Games are not Coffee Mugs: Games and The Right Of Publicity, 29 Santa Clara Computer & High Tech. L.J. 1 (2012-2013)., ー 権 権, Sportsmedicine 2009 NO.114, <http://sports-law-seisaku.jp/thesis/9/114%8d%86.pdf>. - 366 -
프로야구게임 제작에 관한 야구종사자의 퍼블리시티권 <Abstract> The right of publicity for baseball professionals about creation of a virtual game related to professional baseball Park, Jun-Seok In perspective of logical sequence, this article is the last of trilogy on the right of publicity which follows the first arguing that it is reasonable in the Korea to recognize the right of publicity distinguished from the right of personality and the second arguing that such recognized right is belong to the area of unfair competition law rather than that of copyright law. In this article, the detailed aspects of the right of publicity will be revealed by legal analysis associated with a specific subject. The specific subject is no less than virtual baseball game. The infringement to the right of publicity occurs frequently in virtual sports game such as fantasy baseball games because they must inevitably borrow detailed characteristics of many players or teams in real space. With respect to creation of a virtual baseball game, not only a famous player but also a nameless bench player, baseball manager and coach are eligible for the right of publicity while the eligibility of the team itself is still seriously doubted. Moreover, the horizontal scope of the right covers, as an example for a baseball player, all symbols including his initial name and voice which could reveal his identity. In this regard, the judgment by Seoul High Court on so-called Sang-Min Park fake singer case where the issue - 367 -
산업재산권 제45호 was whether it would be the mark or not under the Korean Unfair Competition Prevention Act was arguably wrong because the court discriminated against the other symbols, unlike the singer s name. The subject of legal protection should be determined by substantial and flexible standard as whether the issued subject could identify someone, not by formalistic and rigid standard as whether it is a name or other symbols. Key words the right of publicity, the right of personality, virtual baseball game, fantasy baseball game, fantasy sports game, Korean Unfair Competition Prevention Act, business mark. - 368 -