000042155 000__ 01891cam\a22002535i\4500 000042155 001__ 42155 000042155 003__ SzGeWIPO 000042155 005__ 20240708145902.0 000042155 008__ 200702s2011\\\\sz\\\\\\r\\\\\000\0\eng\d 000042155 040__ $$aSzGeWIPO$$beng$$erda 000042155 041__ $$aeng 000042155 1001_ $$aSenftleben, Martin. 000042155 24503 $$aAdapting EU Trademark Law to New Technologies$$bBack to Basics? 000042155 264_1 $$a[Cheltenham, United Kingdom] :$$b[Edward Elgar Publishing],$$c2011. 000042155 300__ $$a40 pages 000042155 336__ $$atext$$btxt$$2rdacontent 000042155 337__ $$aunmediated$$bn$$2rdamedia 000042155 338__ $$avolume$$bnc$$2rdacarrier 000042155 520__ $$aIn recent years, the Court of Justice of the European Union (CJEU) has continuously expanded the scope and reach of trademark protection in the EU. With the challenges arising in the digital environment, however, this expansionist approach becomes more and more questionable. The current problems arising from keyword advertising shed light on areas of overbroad, excessive trademark protection created by the Court. Moreover, inconsistencies in the Court's system of infringement criteria clearly come to the fore. Against this background, the present analysis explores ways out of the dilemma. After a short introduction of basic notions of trademark law (section 1), the problematic expansion of trademark protection in recent years (sections 2 and 3), and current problems arising in the digital environment (section 4), will be analyzed in more detail. Addressing potential solutions, it will be argued that in spite of current difficulties, it would be naive to assume that the Court is prepared to restrict the scope of EU trademark law to traditional protection against confusion with only minor extensions concerning dilution (section 5). Instead, the need for an appropriate, more flexible limitation infrastructure will be emphasized (section 6 and concluding section 7). 000042155 605_0 $$aEuropean trademark law 000042155 650_0 $$aComparative advertising 000042155 650_0 $$aFreedom of expression 000042155 650_0 $$aTrademark law 000042155 85641 $$uhttps://papers.ssrn.com/sol3/papers.cfm?abstract_id=1875629$$yView this resource 000042155 904__ $$aJournal article 000042155 980__ $$aBIB