Publicidad comparativa: “Quilmes vs. Isenbeck”
Published date | 30 June 2005 |
Date | 30 June 2005 |
Author | Miguel B. O'Farrell,Gustavo P. Giay |
Law Firm | Marval O'Farrell Mairal |
El 19 de Mayo de 2005, la Sala I de la Cámara Nacional de Apelaciones en lo Civil y Comercial Federal dictó sentencia en el caso “Cervecería y Maltería Quilmes c/ CASA Isenbeck s/incidente de apelación” y en sus considerandos realizó un detallado análisis sobre la cuestión de la publicidad comparativa en la Argentina.
La cuestión comenzó cuando ISENBECK, la cuarta cervecería en ventas de la Argentina, decidió realizar publicidad comparativa usando la marca QUILMES de la cervecería líder del mercado.
El conflicto entre ambas empresas ha ocasionado causas judiciales en los años 2001 y 2003 por la persistente mención que ISENBECK hace de la marca de su competidor.
En la última campaña publicitaria ISENBECK realiza dos avisos consecutivos:
i) en el primero publicita que es la mejor cerveza en comparación con QUILMES y realiza una promoción por la cual ofrece regalar una de sus cervezas si se le entrega una tapita del competidor;
2) en el segundo aviso se ve la contratapa de las botellas de QUILMES e ISENBECK en las que se muestra el contenido de cada una de ellas.Por ejemplo dice que ISENBECK es 100% cerveza a diferencia de QUILMES que contiene aditivos, entre otras afirmaciones.
El Juzgado de Primera Instancia hizo lugar a las medidas cautelares solicitadas por QUILMES, prohibiendo a ISENBECK hacer referencia alguna a la marca QUILMES en sus publicidades.
La decisión de primera instancia fue apelada. Seguidamente, ISENBECK decidió emitir nuevos avisos publicitarios reemplazando la marca QUILMES por el sonido PIP.
Sin embargo, el juez de la causa entendió que esta nueva publicidad era una continuación de la anterior y que debía prohibirse su emisión.
Apelada la decisión, la cuestión central a resolver en la segunda instancia era si las publicidades comparativas emitidas por ISENBECK configuraban una violación a los derechos marcarios de QUILMES.
Sobre la base de precedentes judiciales, la Sala distinguió entre diferentes tipos de publicidades comparativas y reiteró que una cosa es el uso sin autorización de una marca ajena como si fuera propia, y otra cosa es la mera referencia o mención de la marca...
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