「元宇宙」是近年被提出的以各種3D技術、即時協作軟體和基於區塊鏈的去中心化金融工具之上的新的虛擬世界，國際企業無不紛紛駐足自己的品牌於元宇宙裡。與此同時，與元宇宙有關的商標訴訟也漸漸發生。本文便想探討當元宇宙裡發生商標侵權時該如何處理？在現實世界與元宇宙的商標侵權案件裡，美國法院判決的標準有無異同？由於美國訴訟案例一直是我國法制與實務關注及參考的重點，且我國目前尚無相關的訴訟，故本文以美國法院審理商標侵權時的法源及審理標準來進行本文內容的討論。
首先，本文先介紹元宇宙概念與應用及其與智慧財產權之關係，接著藉案例分析法探討美國法院對於現實世界及元宇宙商標侵權案件審理的標準，進而聚焦到元宇宙裡NFT商標權面臨之議題，並以美國最高法院2023年Jack Daniel’s v. VIP Products案的見解，進一步作為元宇宙商標侵權訴訟分析的基礎。
值得注意的是，區塊鏈技術的非同質化代幣(NFT)的快速崛起凸顯了美國元宇宙商標侵權訴訟的新態樣。NFT鑄造者在NFT中使用其他商標權人的商標元素時，可能觸發商標侵權爭議。某些NFT鑄造者利用NFT的熱潮與現實世界特定商標產生虛假連結，使消費者誤以為該些NFT的來源與該特定商標有關。針對這些案件，美國法院是如何審視混淆誤認之虞判斷，以及合理使用、首次銷售原則等抗辯。而在Jack Daniel’s v. VIP Products案中，美國最高法院對「來源識別」和羅傑斯測試不適用的情形做出新見解，日後美國法院如何依該見解進行元宇宙相關商標訴訟的審理將值得關注。
總結而言，本文探討美國法院對於現實世界和元宇宙商標侵權訴訟的審理，以提供日後有意駐足元宇宙的商標權人參考。

"Metaverse" is a newly emerging virtual world built upon various 3D technologies, real-time collaboration software, and decentralized financial tools based on blockchain. International companies are actively establishing their brands within the Metaverse. Simultaneously, trademark disputes related to the Metaverse are gradually arising. This article aims to explore how trademark infringement cases in the Metaverse should be handled. Are the standards set by U.S. courts for trademark infringement cases in the real world and the Metaverse the same or different? As U.S. legal cases are a focal point for our country's legal system and practice, and there are currently no relevant lawsuits in our country, this article discusses the sources of law and standards used by U.S. courts when handling trademark infringement in the Metaverse.

Firstly, this paper introduces the concept of the Metaverse, its applications, and its relationship with intellectual property. It then uses case analysis to examine the standards applied by U.S. courts in handling trademark infringement cases in both the real world and the Metaverse. The focus shifts to the issues faced by NFT trademarks within the Metaverse, using the insights from the 2023 U.S. Supreme Court case Jack Daniel’s v. VIP Products as a basis for further analysis of trademark infringement lawsuits in the Metaverse.

It is worth noting that the rapid rise of non-fungible tokens (NFTs) using blockchain technology highlights new patterns in U.S. Metaverse trademark infringement lawsuits. When NFT creators incorporate trademark elements belonging to other trademark holders, it may trigger trademark disputes. Some NFT creators exploit the hype around NFTs and create false associations with specific trademarks from the real world, leading consumers to believe that these NFTs are somehow related to those trademarks. This article examines how U.S. courts evaluate the likelihood of confusion in these cases, as well as defenses such as fair use and the first sale doctrine. In the Jack Daniel’s v. VIP Products case, the U.S. Supreme Court offered new insights into situations where "source identification" and the Rogers test may not apply, raising anticipation for how U.S. courts will handle Metaverse-related trademark lawsuits in the future.

In conclusion, this article explores how U.S. courts handle trademark infringement lawsuits in both the real world and the Metaverse, aiming to provide guidance for trademark owners considering establishing a presence in the Metaverse in the future.

專書
1. Barbara Guidi, From NFT 1.0 to NFT 2.0: A Review of the Evolution of Non-Fungible Tokens, 2023.
2. Feifei Shi, A new technology perspective of the Metaverse: Its essence, framework and challenges, Digital Communications and Networks, 3 March 2023.
3. Michael D. Murray, Ready Lawyer One: Lawyering In The Metaverse, 86(3) Kba Bench & Bar 40, 40 (2022).
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6. Thien Huynh-The, Artificial intelligence for the metaverse: A survey (2023).
7. Willajeane Mclean, Under Nifty Light: Trademark Considerations For The New Digital World 276, 289 (2022).
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