{"id":8375,"date":"2024-01-25T11:40:25","date_gmt":"2024-01-25T11:40:25","guid":{"rendered":"https:\/\/curell.com\/?p=8375"},"modified":"2024-01-25T11:57:12","modified_gmt":"2024-01-25T11:57:12","slug":"gir-en-lassumpte-inditex-vs-buongiorno","status":"publish","type":"post","link":"https:\/\/curell.com\/ca\/gir-en-lassumpte-inditex-vs-buongiorno\/","title":{"rendered":"Gir en l&#8217;assumpte Inditex vs. Buongiorno?"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Contenidos<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #051a3f;color:#051a3f\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #051a3f;color:#051a3f\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 eztoc-toggle-hide-by-default' ><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/curell.com\/ca\/gir-en-lassumpte-inditex-vs-buongiorno\/#Limit_de_lus_referencial_de_la_marca_dun_tercer\" >L\u00edmit de l\u2019\u00fas referencial de la marca d\u2019un tercer<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/curell.com\/ca\/gir-en-lassumpte-inditex-vs-buongiorno\/#Una_mica_de_context\" >Una mica de context<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/curell.com\/ca\/gir-en-lassumpte-inditex-vs-buongiorno\/#La_questio_prejudicial_%E2%80%93_limit_de_lus_referencial\" >La q\u00fcesti\u00f3 prejudicial \u2013 l\u00edmit de l\u2019\u00fas referencial.<\/a><\/li><\/ul><\/nav><\/div>\n<h3><span class=\"ez-toc-section\" id=\"Limit_de_lus_referencial_de_la_marca_dun_tercer\"><\/span>L\u00edmit de l\u2019\u00fas referencial de la marca d\u2019un tercer<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>El Tribunal de Just\u00edcia de la Uni\u00f3 Europea (TJUE) acaba de donar resposta a la q\u00fcesti\u00f3 prejudicial plantejada pel Tribunal Suprem en el marc d\u2019un procediment d\u2019infracci\u00f3 de la marca ZARA que es debat als tribunals espanyols des de fa m\u00e9s de 10 anys. De fet, ha passat tant de temps des que el proc\u00e9s va comen\u00e7ar que la interpretaci\u00f3 del precepte invocat com a defensa ha patit [significants] canvis. Ir\u00f2nicament, potser la nova redacci\u00f3 m\u00e9s \u00e0mplia del precepte a la Directiva 2015\/2436 ha motivat una interpretaci\u00f3 restrictiva del que contenia l\u2019anterior Directiva 2008\/95, la qual cosa pot provocar que la balan\u00e7a es decanti finalment a favor d\u2019Inditex, part que fins ara havia perdut en totes les inst\u00e0ncies.<\/p>\n<h3><span class=\"ez-toc-section\" id=\"Una_mica_de_context\"><\/span>Una mica de context<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>L\u2019any 2010, l\u2019empresa de subscripci\u00f3 de serveis en l\u00ednia i m\u00f2bils Buongiorno MyAlert va llan\u00e7ar una campanya publicit\u00e0ria en la qual, per a la contractaci\u00f3 d\u2019un dels seus serveis, el p\u00fablic entrava en un sorteig de 1.000 \u20ac en efectiu, tot i que seguidament indicaven \u201cm\u2019agradaria gastar-los aix\u00ed: 1.000 euros ZARA targeta regal\u201d. Aquesta promoci\u00f3 es va publicar en b\u00e0ners de p\u00e0gines web i a les xarxes socials, reproduint la marca ZARA tant en la seva versi\u00f3 denominativa com en la representaci\u00f3 d\u2019una \u201ctargeta regal\u201d.<\/p>\n<p>Inditex va presentar una demanda per infracci\u00f3 de la seva famosa marca prop del Jutjat Mercantil de Madrid, per\u00f2 ni el Jutjat Mercantil ni l\u2019Audi\u00e8ncia Provincial de Madrid van acollir les pretensions de la demandant en considerar que entrava en joc el l\u00edmit de l\u2019article 6.1.c) de la Directiva 2008\/95, transposat a l\u2019article 37.1.c) de la Llei de Marques espanyola (LM), que \u00e9s el marc legal aplicable en aquest cas per q\u00fcestions temporals.<\/p>\n<p>La legislaci\u00f3 marc\u00e0ria estableix unes limitacions al titular de la marca registrada per prohibir l\u2019\u00fas d\u2019aquesta per part de tercers, i aqu\u00ed est\u00e0 el dubte: \u00bfqu\u00e8 \u00e9s un \u00fas l\u00edcit i qu\u00e8 no ho \u00e9s?<\/p>\n<h3><span class=\"ez-toc-section\" id=\"La_questio_prejudicial_%E2%80%93_limit_de_lus_referencial\"><\/span>La q\u00fcesti\u00f3 prejudicial \u2013 l\u00edmit de l\u2019\u00fas referencial.<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p>En un primer moment, el Tribunal Suprem va apreciar que resultava d\u2019aplicaci\u00f3 la mateixa excepci\u00f3 de l\u2019article 37.1.c) LM (en relaci\u00f3 amb l\u2019article 6.1.c) de la Directiva 2008\/95), tanmateix, despr\u00e9s de dictar sent\u00e8ncia la va anul\u00b7lar i va remetre una q\u00fcesti\u00f3 prejudicial al TJUE, a la qual s\u2019acaba de donar resposta.<\/p>\n<p>El TJUE va reformular la q\u00fcesti\u00f3 de la seg\u00fcent manera:<\/p>\n<p><em>L\u2019article 6, apartat 1, lletra c) de la Directiva 2008\/95 ha d\u2019interpretar-se en el sentit que es refereix a qualsevol \u00fas de la marca en el tr\u00e0fic econ\u00f2mic per un tercer, conforme a les pr\u00e0ctiques lleials en mat\u00e8ria industrial o comercials, als efectes de designar productes o serveis com corresponents al titular d\u2019aquella marca o de fer refer\u00e8ncia a aquests, o \u00fanicament a un \u00fas de la marca que sigui necessari per indicar el dest\u00ed d\u2019un producte comercialitzat o d\u2019un servei ofert per aquell tercer?<\/em><\/p>\n<p>Segons el TJUE, l\u2019abast de l\u2019article 6.1.c) de la Directiva 2008\/95 \u00e9s m\u00e9s limitat que el seu equivalent en la Directiva 2015\/2436, \u00e9s a dir, l\u2019article 14.1.c). Tenint en compte la jurisprud\u00e8ncia en la mat\u00e8ria, el context i la voluntat de la Comissi\u00f3 en redactar una i altra Directiva, el TJUE ha concl\u00f2s que l\u2019\u00e0mbit d\u2019aplicaci\u00f3 de l\u2019article 6.1.c) compr\u00e8n, <span style=\"text-decoration: underline;\">\u00fanicament<\/span>, l\u2019\u00fas de la marca a efectes de designar productes o serveis corresponents al titular d\u2019aquesta marca o de fer refer\u00e8ncia a aquests, tan sols, <span style=\"text-decoration: underline;\">quan aquesta refer\u00e8ncia sigui necess\u00e0ria per a indicar el dest\u00ed d\u2019un producte o servei d\u2019aquest tercer.<\/span><\/p>\n<p>Aquesta interpretaci\u00f3 podria resultar favorable als interessos d\u2019Inditex, la qual ha defensat en tot moment que no resultava d\u2019aplicaci\u00f3 el l\u00edmit invocat pel demandat. Sempre ha al\u00b7legat que l\u2019\u00fas no era necessari ni s\u2019havia realitzat segons les pr\u00e0ctiques lleials en mat\u00e8ria industrial i comercial per diverses raons: la marca ZARA no es va utilitzar per identificar el premi (que no era una targeta regal, sin\u00f3 una quantitat de diners en efectiu), sin\u00f3 com a esquer publicitari. De fet, no existeixen les targetes regal de ZARA per aquest import. Per tant, no existia cap vincle funcional i\/o necessari entre la marca ZARA i el premi de Buongiorno.<\/p>\n<p>No obstant, l\u2019\u00faltima paraula la tindr\u00e0 el nostre Tribunal Suprem, que, si confirma que l\u2019assumpte t\u00e9 inter\u00e8s cassacional, que existeix infracci\u00f3 i que no resulta d\u2019aplicaci\u00f3 el l\u00edmit de l\u2019article 37.1.c) LM en els termes descrits pel TJUE, l\u2019assumpte podria donar un tomb de 180\u00ba.<\/p>\n<p>Com d\u00e8iem, curiosament, el transcurs dels anys hauria jugat a favor d\u2019Inditex, perqu\u00e8 l\u2019ampliaci\u00f3 del l\u00edmit referencial de la Directiva 2015\/2436 reflecteix la voluntat i necessitat del legislador d\u2019ampliar un concepte jur\u00eddic que era m\u00e9s restrictiu. I aquest extrem potser no s\u2019hauria pogut arribar a valorar sense la perspectiva que han ofert el pas del temps i la nova legislaci\u00f3. \u00c9s aquest criteri m\u00e9s restrictiu que, segons el TJUE, imperava el 2010 el que haur\u00e0 d\u2019aplicar-se ara per part del Tribunal Suprem.<\/p>\n<p>Voldr\u00edeu fer servir la marca d\u2019un tercer, per\u00f2 no sabeu si \u00e9s un \u00fas emparat per la llei? Un tercer utilitza la vostra marca sense la vostra autoritzaci\u00f3? A Curell Su\u00f1ol estarem encantats d\u2019estudiar el vostre assumpte i assessorar-vos. No dubteu a <a href=\"https:\/\/curell.com\/ca\/contacte\/\">contactar amb nosaltres<\/a>!<\/p>\n<p><strong>Autora<\/strong>: <a href=\"https:\/\/curell.com\/ca\/equipo\/silvia-oliver-codina\/\">S\u00edlvia Oliver Codina<\/a>, advocada a Curell Su\u00f1ol<\/p>\n<p>Trobareu la resposta del TJUE en el seg\u00fcent <a href=\"https:\/\/curia.europa.eu\/juris\/document\/document.jsf?text=&amp;docid=281145&amp;pageIndex=0&amp;doclang=ES&amp;mode=req&amp;dir=&amp;occ=first&amp;part=1&amp;cid=1740653\">enlla\u00e7.<\/a><\/p>\n<p>Photo by: Highlight ID &amp; Claire Abdo on Unsplash.com<\/p>\n","protected":false},"excerpt":{"rendered":"<p>L\u00edmit de l\u2019\u00fas referencial de la marca d\u2019un tercer El Tribunal de Just\u00edcia de la Uni\u00f3 Europea (TJUE) acaba de donar resposta a la q\u00fcesti\u00f3 prejudicial plantejada pel Tribunal Suprem en el marc d\u2019un procediment d\u2019infracci\u00f3 de la marca ZARA que es debat als tribunals&#8230;<\/p>\n","protected":false},"author":3,"featured_media":8372,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[57,58,62,139,133],"tags":[],"class_list":["post-8375","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-actualitat","category-articles-ca","category-destacades-actualitat","category-litigis-arbitratge-i-mediacio","category-marques-i-noms-comercials"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.1.1 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Gir en l&#039;assumpte Inditex vs. Buongiorno? 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