Multi-state advertising over the internet and the private international law of unfair competition

International and Comparative Law Quarterly

Volumn 51, Issue 4, 2002, Pages 909-942

  Thünken, Alexander ^a  

^a KING'S COLLEGE LONDON   (United Kingdom)

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EID: 33645569192     PISSN: 00205893     EISSN: 14716895     Source Type: Journal    
DOI: 10.1093/iclq/51.4.909     Document Type: Article

References (219)

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11. See s 1 of the German Law against Unfair Competition; Art 1382, 1383 of the French Civil Code; Arts 22–9 of the Belgian Law on Unfair Practices and the Protection of the Consumers; Art 260 of the Portuguese Codigo da Propiedade Industrial; s 52(1) of the Australian Trade Practices Act 1974; s 43(a) of the US Lanham Act.
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18. See s 18 of Chapter 29 of the Trade Description Act 1968.
19. Section 5 of Chapter 29 of the Trade Description Act 1968.
20. The FSMA was passed in July 2000 replacing the FSA 1986
21. see S Shooter, ‘Website content and the Financial Services Regulations (Feb 2001), Electronic Business Law, 6.
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24. (1984) FSR 413, CA.
25. See, eg, Reckit & Colman v Borden (1990) 1 WLR 491, HL.
26. Lego System v Lego M. Lemelstrich (1983) FSR 155
27. Stringfellow v McCain Foods (1984) RPC 501, CA.
28. eg, Kaye v Robertson (1991) FSR 62, CA.
29. See MW Stecher (ed), Webvertising, Unfair Competition and Trademarks on the Internet (London: Kluwer Law International, 1999).
30. C. Reed, Internet Law (London, Edinburgh, Dublin: Butterworths, 2000), 67.
31. See as an example: Shetland Times v Shetland News (1997) FSR 604 (Scotland)
32. Dubuc, Cyberspace-the Advertising Super Highway-some bumps need repair, Practising Law Institute Commercial Law and Practice Course Handbook Series (PLI) (Apr 1999), 165 (171 et seq.)
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37. Dicey & Morris, 35–002.
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39. Dicey & Morris, 2–034
40. Intellectual Property and Private International Law, 2–003.
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43. Dicey & Morris, 2–035.
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45. Dicey & Morris, 35–023.
46. Internationales Privatrecht, 35–023
47. Morse, above n 38.
48. F.-K. Beier, ‘The law of unfair competition in the European Community-its development and present status’ (1985) EIPR, 284.
49. Lord Diplock in Star Industrial Co. Ltd v Yap Kwee Koi (1976) FSR 256, at 269.
50. See Morse, above n 38.
51. Fawcett and Torremans, FSR, 682.
52. (1870) LR 6
53. QB 1.
54. Boys v Chaplin (1971) AC 356 (377, 381, 388)
55. Dicey & Morris 35–006.
56. Fawcett and Torremans, AC, 683.
57. AC
58. Morse, above n 38.
59. Wadlow, AC, 341, 6–39, suggests the contrary solution.
60. See Fawcett and Torremans, AC, 518.
61. For Germany: Sack WRP (Wettbewerb, in Recht and Praxis) (2000), 269 (270).
62. Fawcett and Torremans, For Germany: Sack WRP, 620.
63. Schack MMR (Multimedia und Recht) (2000) 59 (60).
64. See T Bettinger and D Thum, ‘Territorial Trademark Rights in the Global Village’ (2000) IIC, 162 (167–9).
65. A. Troller, International Encyclopaedia of Comparative Law, ch 34, 1.
66. Fawcett and Torremans, International Encyclopaedia of Comparative Law, 685.
67. Similarly International Encyclopaedia of Comparative Law, 685.
68. Troller, International Encyclopaedia of Comparative Law, ch 34, 6.
69. Wadlow, International Encyclopaedia of Comparative Law, 339, 6–37.
70. Fawcett and Torremans, International Encyclopaedia of Comparative Law, 687
71. citing Troller, International Encyclopaedia of Comparative Law, ch 34, 10 (concerning Swiss Private International Law).
72. Fawcett and Torremans, International Encyclopaedia of Comparative Law, 687.
73. International Encyclopaedia of Comparative Law, 688.
74. BGH 20 Dec 1963, BGHZ 40, 391; the parties' common residence in the same country has been laid down as a displacement rule in the new Act reforming private international law dating from 1999: Art 40 (2) EGBGB.
75. Law Commission no 193 (1990) para 3.8.
76. Law Commission, para 3.8 at (1)
77. Law Commission, para 3.8 at (2).
78. Law Commission, para 3.8 at (3).
79. Fawcett and Torremans, Law Commission, 717.
80. See Troller, Law Commission, ch 34, 11.
81. Federal Supreme Court (Bundesgerichtshof), BGHZ 35, 329 (334, 336)-baby feeding bottles
82. BGH GRUR (Gewerblicher Rechtsschutz und Urheberrecht) (1961), 316 (318)-steel export
83. BGH GRUR (1982), 495 (497)-Domgarten
84. GRUR (1988), 453 (454)-A Champagne among mineral waters
85. GRUR (1991), 463 (464)-purchases abroad.
86. In 1983, the Institute of International Law adopted a Resolution on the Conflict of Laws on Unfair Competition in which it recommended a special place-of-market rule; see Fawcett and Torremans, GRUR, 708.
87. P.A. Karrer, KW Arnold, and PM Patochi, Switzerland's Private International Law (Dordrecht: Kluwer Law International, 1994), 124.
88. A.-C. Imhoff-Scheier and PM Patochi, Torts and Unjust Enrichment in the New Swiss Conflict of Laws (Zurich: Schultheiss, 1990), 157.
89. Torts and Unjust Enrichment in the New Swiss Conflict of Laws, 155.
90. An affirmative answer is given by Fawcett and Torremans, Torts and Unjust Enrichment in the New Swiss Conflict of Laws, 717: under (I).
91. Thus apparently H Kronke, ‘Applicable law in torts and contracts in cyberspace’, in K Boele-Woelki, C Kessedjian, Internet-Which court decides, which law applies (The Hague, London, Boston: Kluwer Law International), 65 (71).
92. K. Burmeister, ‘Jurisdiction, Choice of Law, Copyright and the Internet: Protection against framing in an international setting’, Fordham Int Prop Media & Ent LJ (1999), 625 (664/665).
93. MW Stecher and H Stallard, in Stecher (ed.), Fordham Int Prop Media & Ent LJ, 9.
94. Estée Lauder Cosmetics Ltd & Anr v Fragrance Counter Inc & Anr (2000) ETMR 843 (859).
95. Mankowski GRUR Int (Gewerblicher Rechtsschutz und Urheberrecht International) (1999), 909 (915)
96. ZVglRWiss (Zeitschrift für vergleichende Rechtswissenschaft) 100 (2001), 137 (157)
97. Glöckner ZVglRWiss (2000), 278 (293)
98. Dethloff NJW (Neue Juristische Wochenschrift) (1998), 1596 (1600).
99. T. Hoeren, Rechtsfragen des Internet (Köln, 1998), 166.
100. P. Mankowski GRUR Int (1999), 909 (917)
101. G. Spindler, Vertragsrecht der Internet-Provider, pt XI, at 65.
102. See Stecher and Stallard in Stecher (ed), Vertragsrecht der Internet-Provider, 9.
103. See Euromarket Designs Incorporated v Peters & Anr, 25 July 2000, HC (1999), No 04494 (Jacob J).
104. See Euromarket Designs v Peters & Anr (2001) FSR 288, point 25.
105. WC Altreuter, in Stecher (ed), FSR, 231.
106. International Shoe Co v State of Washington, Office of Unemployment Compensation and Placement, 326 US 310, 315 (1945).
107. See Asahi Metal Industry Co, Ltd, v Superior Court of California, Solano County, 480 US 102, 109 (1987).
108. World-Wide Volkswagen Corp v Woodson, 444 US 286, 297 (1980).
109. K. Burmeister, ‘Jurisdiction, Choice of Law, Copyright and the Internet: Protection against framing in an international setting’, 625 (645).
110. Cybersell, Inc v Cybersell, Inc 130 F 3d 414 (9th Cir 1997).
111. Maritz, Inc, v Cybergold, Inc, 947 F Supp. 1328, 1332 (ED Mo 1996).
112. EDIAS Software International v Basis International Ltd, 947 F Supp. 413, 420 (D Arizona 1996).
113. L.G. Bremen, 12 O 440/99 (25 Nov 1999).
114. Council Regulation (EC) No 44/2001 of 22 Dec 2000 in force since 1 Mar 2002.
115. ECJ in Marinari v Lloyds Bank 1995 ECR 1–49.
116. ECJ in Bier v Mines de Potasse d'Alsace 1976 ECR 1735.
117. See V Conan, M Foss, P Lenda, S Louveaux, and A Salaun, Legal issues for personalised advertising: the AIMedia case study (Agent Mediated Electronic Commerce-IJCAI, 1999), 48; available at .
118. Conan et al, Legal issues for personalised advertising: the AIMedia case study, 48.
119. Shevill, 1995 ECR I-415, para 25.
120. Dethloff JZ (Juristenzeitung) (2000), 179 (182).
121. Fawcett and Torremans, Dethloff JZ, 686.
122. D. Church, M Pullen, and JK Winn, ‘Recent Developments regarding US and EU regulation of electronic commerce’ (1999), International Lawyer, 347 (353).
123. UCITA § 109 (d).
124. R.T. Nimmer, ‘International Information Transactions: An Essay on law in an information society’ (2000) 26 Brook. J. Int'l Law 5, 24.
125. David A Cohn and Mary Jo Dively, ‘The Need For A More Objective Look At the Myths of the Proposed Uniform Computer Information Act’ (4 Apr 1999), The 2B Guide; see .
126. Schack MMR (2000), 59 (63)
127. Mankowski GRUR Int (1999), 909 (913, 914).
128. ICC Guidelines on Advertising and Marketing on the Internet, introduction and Art 1(1); see .
129. eg, Second Council Directive 89/646/EEC of 15 Dec 1989 (Banking Directive).
130. See von Hoffmann, GRUR Int, § 1, at 39–41.
131. Roth, RabelsZ 55 (1991), 623 (668).
132. Council Directive 89/552/EEC dated 3 Oct 1989 on the coordination of certain provisions laid down by law, regulation or administrative action in Member States concerning the pursuit of television broadcasting activities amended by Directive 97/36/EC of the European Parliament and of the Council of 30 June 1997.
133. A recent example is University of Glasgow v The Economist (1997) EMLR 495.
134. Dicey & Morris 9–002.
135. EMLR, 9–025.
136. Sussex Peerage case (1844), II Cl & F. 85, 116
137. eg in Germany; ‘iura novit curia’: von Hoffmann, ER, § 3, at 130.
138. Mankowski GRUR Int (1999), 909 (913, n 58).
139. See Sussex Peerage case.
140. I. Zajtay, ‘The application of foreign law’, in International Encyclopaedia of Comparative Law, vol. III, ch 14, at 14–19, p 20.
141. Mankowski GRUR Int (1999), 909 (913)
142. ZVglRWiss (Zeitschrift für vergleichende Rechtwissenschaft) 100 (2001), 137 (148).
143. See Troller, Industrial and Intellectual Property’, in ZVglRWiss (Zeitschrift für vergleichende Rechtwissenschaft), vol. III, ch 22, at 22–14, p 11: who refers to the French Patent Law of 2 Jan 1968.
144. Mankowski ZVglRWiss 100 (2001), 137 (158).
145. Mankowski GRUR Int (1999), 909 (915)
146. ZVglRWiss 100 (2001), 137 (165 et seq.).
147. D. Marino and D Fontana, ‘European Parliament and Council Draft Directive on Electronic Commerce’ (2000) CTLR, 45.
148. See the example in C Gringras, The Laws of the Internet (London: Butterworths, 1997), 51.
149. The Laws of the Internet, 51
150. The Economist, 13 Jan 2001, 25 et seq. (Yahoo! case).
151. Dicey & Morris, 33–013
152. Gringras, The Economist, 50.
153. D. Church, M Pullen, and JK Winn, ‘Recent Developments Regarding US and EU Regulation of Electronic Commerce’ (Summer, 1999), International Lawyer, 347 (354).
154. Zugabeverordnung, Rabattgesetz.
155. Bodewig GRUR Int. (Gewerblicher Rechtsschutz und Urheberrecht International), (2000), 475 (481 et seq.)
156. Henning-Bodewig WRP (Wettbewerb in Recht und Praxis) (2001), 771 et seq.
157. Ahrens CR (Computer und Recht) (2000), 835 et seq.
158. Gierschmann DB (Der Betrieb) (2000), 1315 et seq.
159. U. Fritze and C Holzbach WRP (2000), 872 et seq.
160. Sack WRP (2001), 1408 et seq.
161. K.-H. Fezer and S Koos IPRax (Praxis des internationalen Privat- und Verfahrensrechts) (2000), 349 et seq.
162. Ohly GRUR Int (2001), 899 et seq
163. Nickels DB 2001, p. 1919 (1923)
164. Lehmann EuZW (Europäische Zeitschrift für Wirtschaftsrecht) (2000), 517 (518)
165. Veelken RIW (Recht der internationalen Wirtschaft) (2002)
166. Heft 2, ‘Die erste Seite’
167. B. Lurger and SM Vallant RIW (2002), 188 (194)
168. Halfmeier ZEuP (Zeitschrift für europäisches Privatrecht) (2001), 837 (868).
169. H. Kronke, Applicable law in torts and contracts in cyberspace, K Boele-Woelki and C Kessedjian, ZEuP (Zeitschrift für europäisches Privatrecht), 71.
170. ‘Private International Law Aspects of IP-Internet Disputes’, in Edwards and Waelde, Law & The Internet (Oxford: Hart Publishing, 2000), 225 (245).
171. ‘International Information Transactions: An Essay on law in an information society’ (2000) 26 Brook J Int'l Law, 5, 25.
172. R.T. Nimmer, ‘International Information Transactions: An Essay on law in an information society’ (2000) 26 Brook J Int'l Law, 5, 26.
173. A.P. Reindl, ‘Choosing Law in Cyberspace: Copyright Conflicts on Global Networks’ (1998), 19 Mich J Int'l L, 799 (831).
174. See also S Dutson, ‘E-commerce-European Union’ (2000) Computer Law & Security Report, 105 (106).
175. For copyright law: AP Reindl, ‘Choosing Law in Cyberspace: Copyright Conflicts on Global Networks’, 799 (832).
176. Dethloff JZ (Juristenzeitung) (2000), 179 (182) emphasises this point.
177. eg, JE Alexander and MA Tate, Web Wisdom (Mahwah, NJ: Lawrence Erlbaum, 1999), 100.
178. Art 2(b) of the E-commerce Directive.
179. Mankowski ZVglRWiss (Zeitschrift für vergleichende Rechtswissenschaft) 100 (2001), 137 (163 et seq)
180. Lurger and Vallant RIW (Recht der internationalen Wirtschaft) (2002), 188 (194 at d) (3)).
181. M.D. Powell and PM Turner-Kerr, ‘Issues in e-commerce-European Union (2000) Computer Law & Security Report, 23 (26).
182. Regarding the ambit of application of Art 3 see Alexandre Cruquenaire and Christophe Lazaro, ‘La Clause de Marché Intérieur: clef de voute de la Directive sur le commerce électron-ique’, in Le commerce électronique européen sur les rails ?; Analyse et proposition de mise en œuvre de la directive sur le commerce électronique (Bruxelles: Cahiers du Centre de Recherches Informatique et Droit, Bruylant, 2001), 41 et seq.
183. Annex of the E-commerce Directive: derogations from Art 3.
184. ECJ 24/11/1993
185. ECR 1993, I-6097-Keck and Mithouard.
186. ECR, at para 16.
187. Case C-405/98, 8 Mar 2001.
188. ECR, at para 21.
189. ECR, at para 39.
190. Dethloff JZ (Juristenzeitung) (2000), 179 (183).
191. Dethloff JZ.
192. Sonnenberger ZVglRWiss 95 (1996), 3 (22).
193. Council Directive 89/552/EEC dated 3 Oct 1989
194. amended by Directive 97/36/EC of 30 June 1997.
195. Dethloff JZ (Juristenzeitung) (2000), 179 (180).
196. (1998) ETMR, 44, para 38, 59 (de Agostini).
197. ETMR, para 61 (de Agostini).
198. ETMR, para 33.
199. A controversial debate is going on in Germany as to if Art 3 of the E-Commerce-Directive constitutes a choice of law rule or not; against a classification as a choice of law rule: Fezer and Koos IPRax (Praxis des internationalen Privat- und Verfahrensrechts) (2000), 349 (352)
200. Sack WRP (Wettbewerb in Recht und Praxis) (2002), 271 (273)
201. WRP (2001), 1408 (1409, 1417)
202. WRP (2000), 269 (282 et seq.)
203. Nickels DB (Der Betrieb) (2001), 1919 (1922)
204. Ahrens CR (Computer und Recht) (2000), 835 (837)
205. Ohly GRUR Int (Gewerblicher Rechtsschutz und Urheberrecht International) (2001), 899 et seq.
206. Arndt and Köhler EWS (Europäisches Wirtschafts- und Steuerrecht) (2001), 102 (106)
207. Veelken RIW (Recht der internationalen Wirtschaft) (2002)
208. Heft 2, ‘Die erste Seite’
209. Halfmeier ZEuP (Zeitschrift für europäisches Privatrecht) (2001), 837 (864)
210. in favour of a classification as a choice of law rule: Spindler IPRax (2001), 400 (403)
211. ZRP (Zeitschrift für Rechtspolitik) (2001), 203 (204)
212. RIW (2002), 183 (185)
213. Mankowski ZVglRWiss (Zeitschrift für vergleichende Rechtswissenschaft) 100 (2001), 137 (142, 143)
214. Lurger and Vallant RIW (2002), 188 (191)
215. and MMR (Multimedia und Recht) (2002), 203 (205, 208).
216. See Marleasing SA v La Comercial Alimentacierce/(1990) ECR I-4135.
217. E. Brödermann, in Brödermann and Iversen, Europäisches Gemeinschaftsrecht und internationales Privatrecht (Tübingen: Mohr, 1994), at 422
218. Münchener Kommentar-Sonnenberger, BGB, Introd. IPR at 155.
219. Fawcett and Torremans, Introd. IPR, 686.