O slogan e a sua proteção jurídica no universo da concorrência

Abstract

The purpose of this study is on the business performance in the universe of offering products by digital media, as a form of economic promotion and protection of the distinctive signs of the entrepreneur, especially on the slogan, which, even without having a specific record, represents a significant business asset in attracting of the clientele. The research extends not only to the digital media market and the dissemination of company slogans, but also the relationships arising from this exploitation, whether in intellectual property and in the misuse of these advertising signs by unauthorized third parties. Answers to some questions will be presented, such as: are there still mechanisms for recording advertising signals today? What requirements must advertising signs meet in order to receive protection from unfair competition? What differentiates advertising and marketing signals? Does the use of the internet as a means of promoting products and services increase the possibility of violating advertising signals? Can the violation of the advertising sign characterize unfair competition? It is intended to demonstrate, through the deductive method, the legal relationships arising from the exploitation of the market through digital media, as well as the legal protection given to advertising signs, relating them to the restraint of unfair competition.