consumer choices and overburdening market participants. Are the - - PowerPoint PPT Presentation

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consumer choices and overburdening market participants. Are the - - PowerPoint PPT Presentation

Nov 17, 2023 439 likes •554 views

DFG Graduate School Intellectual Property and the Public Domain A thin line between the rationalization of consumer choices and overburdening market participants. Are the courts able to keep the balance? Christian Bhler University of

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DFG Graduate School Intellectual Property and the Public Domain

A thin line between the rationalization of consumer choices and overburdening market participants.

Are the courts able to keep the balance?

Christian Böhler University of Bayreuth

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DFG Graduate School Intellectual Property and the Public Domain

Economic Foundations

Homo economicus Modified model Homo sapiens

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DFG Graduate School Intellectual Property and the Public Domain

Legal Implementation

  • Behavioral economics = positive economics

– How do human beings behave? – Why do they behave in a certain way? – No judging!

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DFG Graduate School Intellectual Property and the Public Domain

Legal Implementation

  • Behavioral economics = positive economics
  • Big incentive for legal measures

– Homo sapiens appears even weaker – Protective instincts

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DFG Graduate School Intellectual Property and the Public Domain

Legal Implementation

  • Behavioral economics = positive economics
  • Big incentive for legal measures
  • Two-Steps:
  • 1. Identify the relevant economic results
  • 2. Consideration in a legal evaluation process
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DFG Graduate School Intellectual Property and the Public Domain

OLG Karlsruhe, 14.03.2012 – 6 U 12/11 – Near-Water Mango Orangenblüte

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DFG Graduate School Intellectual Property and the Public Domain

OLG Frankfurt a.M., 20.10.2011 – 6 U 40/11 – Irreführende Gestaltung einer Nährwerttabelle

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DFG Graduate School Intellectual Property and the Public Domain Nutrition information Vitamin information

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DFG Graduate School Intellectual Property and the Public Domain

Critical Appraisal

  • The critical consumer is the relevant consumer

model

  • Courts considered behavioral science
  • Two-Step-Implementation process was

applied

  • All arguments have to be carefully balanced
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DFG Graduate School Intellectual Property and the Public Domain

ECJ, 18.10.2012 – C-428/11 – Purely Creative

  • The average consumer test is not a statistical

test (Recital 18)

  • Forced rationalization of a consumer’s choice
  • Empirical data cannot justify legal measures
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DFG Graduate School Intellectual Property and the Public Domain

Thank you for your attention!