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现代社会中,人格标识越来越多的被用于商业活动,其承载的主体利益具有了财产内涵。相应的,人格标识商业价值的保护成为民法领域内的热点问题,在保护方式上形成了人格权法与财产权法二种思路。依照我国的法律传统和司法实践要求,应采取人格权法保护模式,具体而言,在人格权制度下创设一项“子权利”专门保护人格标识商业价值的思路最为合理。
In modern society, personality identification is used more and more for commercial activities, and the main interests carried by it have the property connotation. Correspondingly, the protection of the commercial value of personality identification has become a hot issue in the field of civil law, and two kinds of ideas of personality right law and property right law have been formed on the way of protection. In accordance with China’s legal tradition and judicial practice, personality protection should be adopted. Specifically, it is most reasonable to create a “sub-right” that specifically protects the commercial value of personality identification under the personality right system.