Una aproximación a las “adwords” de la Cámara Federal
Author | Sergio M. Ellmann |
Published date | 21 February 2013 |
Date | 21 February 2013 |
Law Firm | Marval O'Farrell Mairal |
Teve Compras 2001 SRL (en adelante Teve Compras) pidió que se ordenara a Sprayette S.A. (en adelante Sprayette) que cesara en el uso de la marca “TEVECOMPRAS” alegando que la usaba para promocionar su portal de compras y desviar clientela. A tal fin, señaló que al realizar una búsqueda en www.google.com.ar con el vocablo TEVECOMPRAS, el primer resultado entre los enlaces patrocinados era el de Sprayette.
Frente a este pedido, el juez de la primera instancia dictó una medida cautelar ordenando a Sprayette a abstenerse de “usar la denominación TEVECOMPRAS bajo cualquier función distintiva”. Esta medida fue consentida.
Con posterioridad, Teve Compras denunció el incumplimiento de la medida cautelar y alegó que al ingresar la marca “TEVECOMPRAS” con cualquier otro carácter o palabra, aparecía el enlace patrocinado de Sprayette.
El juez de primera instancia rechazó lo solicitado por cuanto consideró que “exigir a la demandada el bloqueo de los enlaces patrocinados a los que se accede a través del buscador de Google Inc. importa modificar el alcance de la medida ordenada”.
Teve Compras se presentó en apelación a la Cámara Federal y planteó una falta de congruencia entre lo solicitado y lo decidido alegando que la infracción denunciada era la misma que había expuesto en su escrito de inicio.
La Cámara Federal confirmó la decisión de primera instancia y realizó un par de consideraciones para comentar.
Confirmó...
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