{"id":895,"date":"2025-09-24T13:20:55","date_gmt":"2025-09-24T11:20:55","guid":{"rendered":"https:\/\/vraneseviclaw.com\/?p=895"},"modified":"2025-09-24T13:26:31","modified_gmt":"2025-09-24T11:26:31","slug":"bvlgari-vs-apm-monaco-what-is-parasitism","status":"publish","type":"post","link":"https:\/\/vraneseviclaw.com\/en\/bvlgari-vs-apm-monaco-what-is-parasitism\/","title":{"rendered":"Bvlgari vs. APM Monaco: What is parasitism?\u00a0"},"content":{"rendered":"<p><span data-contrast=\"auto\">In January 2025, the Paris Court of Appeal\u00a0rendered\u00a0a decision in the dispute between Bulgari and APM Monaco\u00a0regarding\u00a0alleged copyright infringement. Bulgari claimed that the defendant\u2019s new jewelry collection resembled its well-known\u00a0Serpenti\u00a0collection. Although the court rejected the claim for copyright infringement, it\u00a0established\u00a0the existence of the concept of \u201cparasitism\u201d within the sphere of unfair competition \u2013 the defendant had knowingly exploited the reputation and recognizable image of the plaintiff in the relevant market. APM was ordered to\u00a0compensate\u00a0damages and withdraw several models from sale.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Six months earlier, a similar decision was\u00a0rendered\u00a0in favor of the fashion house Chanel in a dispute against Jonak,\u00a0regarding\u00a0a shoe model that resembled Chanel\u2019s iconic two-tone design. In this case as well, the Paris Court of Appeal concluded that parasitism existed \u2013 the defendant had taken advantage of Chanel\u2019s popularity and reputation without any creative contribution of its own.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The term parasitism originates from French law and\u00a0represents\u00a0a specific form of unfair market conduct. It arises when one party exploits the reputation, investment, or creative work of another, even when copyright infringement or other intellectual property rights violations are not\u00a0established. In this way, parasitism fills a legal gap and enables protection against unfair market behavior, which does not necessarily involve direct copying but results in unjust enrichment at the expense of another.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">In the case between\u00a0Maisons\u00a0du Monde and Auchan, the court\u00a0determined\u00a0that the legal qualification of parasitism depends on the plaintiff\u2019s ability to prove the existence of the following elements:<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"16\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">the existence of individualized economic value resulting from know-how, intellectual work, reputation, and investment,<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"16\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"2\" data-aria-level=\"1\"><span data-contrast=\"auto\">inspiration or evocation of that economic value which provides a competitive advantage to the author of the parasitic conduct,<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0}\">\u00a0<\/span><\/li>\n<\/ul>\n<ul>\n<li aria-setsize=\"-1\" data-leveltext=\"\uf0b7\" data-font=\"Symbol\" data-listid=\"16\" data-list-defn-props=\"{&quot;335552541&quot;:1,&quot;335559683&quot;:0,&quot;335559684&quot;:-2,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769226&quot;:&quot;Symbol&quot;,&quot;469769242&quot;:[8226],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;\uf0b7&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"3\" data-aria-level=\"1\"><span data-contrast=\"auto\">unjustified and intentional inspiration or evocation for the purpose of gaining benefit.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0}\">\u00a0<\/span><\/li>\n<\/ul>\n<h3><span class=\"TextRun SCXW91195618 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW91195618 BCX8\">Unfair competition and parasitism<\/span><\/span><span class=\"EOP SCXW91195618 BCX8\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">Looking again at foreign case law, European countries have regulated parasitic commercial practices within national laws and provisions on unfair competition, which led to inconsistent application. The introduction of the Unfair Commercial Practices Directive created a unified framework for regulating unfair competition.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Misleading commercial behavior that deceives consumers often overlaps with violations of intellectual property rights.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">Parasitism refers to a practice in which one market participant\u00a0attempts\u00a0to exploit the reputation, goodwill, or perceived quality of a competitor\u2019s products or services for their own benefit, without investment or contribution that would justify such gain. This behavior typically involves imitation of branding, presentation, or market positioning to gain an unfair advantage in the market.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">In\u00a0<\/span>common law systems<span data-contrast=\"auto\">, such behavior is regulated through the legal doctrine known as\u00a0<\/span>passing-off<span data-contrast=\"auto\">, which protects market participants from imitation that harms their brand or reputation. Passing-off is treated as a tort and requires proof of goodwill, misrepresentation, resulting damage, and causation.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<h3><span class=\"TextRun SCXW108411497 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW108411497 BCX8\">Unfair competition in Serbia<\/span><\/span><span class=\"EOP SCXW108411497 BCX8\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">Article 41 of the\u00a0<\/span><b><span data-contrast=\"auto\">Law on Trade<\/span><\/b><span data-contrast=\"auto\">\u00a0regulates unfair market conduct as an act of a trader or service provider directed against another trader, service provider, or competitor, which violates codes of business ethics and good commercial practices and causes or may cause harm to another trader or service provider (competitor), particularly:<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<ol>\n<li aria-setsize=\"-1\" data-leveltext=\"%1.\" data-font=\"Times New Roman\" data-listid=\"17\" data-list-defn-props=\"{&quot;335551671&quot;:1,&quot;335552541&quot;:0,&quot;335559683&quot;:0,&quot;335559684&quot;:-1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[65533,0,46],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;%1.&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">by making false and offensive statements about another trader or service provider;<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"%1.\" data-font=\"Times New Roman\" data-listid=\"17\" data-list-defn-props=\"{&quot;335551671&quot;:1,&quot;335552541&quot;:0,&quot;335559683&quot;:0,&quot;335559684&quot;:-1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[65533,0,46],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;%1.&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">by disclosing information about another trader or their goods, service provider or service, aimed at damaging the reputation and business of that trader or service provider;<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0}\">\u00a0<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"%1.\" data-font=\"Times New Roman\" data-listid=\"17\" data-list-defn-props=\"{&quot;335551671&quot;:1,&quot;335552541&quot;:0,&quot;335559683&quot;:0,&quot;335559684&quot;:-1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[65533,0,46],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;%1.&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">by selling goods with markings, data, or forms that\u00a0reasonably create\u00a0confusion among consumers\u00a0regarding\u00a0the origin, quality, and other characteristics of the goods or service;<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0}\">\u00a0<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"%1.\" data-font=\"Times New Roman\" data-listid=\"17\" data-list-defn-props=\"{&quot;335551671&quot;:1,&quot;335552541&quot;:0,&quot;335559683&quot;:0,&quot;335559684&quot;:-1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[65533,0,46],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;%1.&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">by\u00a0acquiring, using, and\u00a0disclosing\u00a0trade secrets without the consent of the holder,\u00a0in order to\u00a0hinder their market position;<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0}\">\u00a0<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"%1.\" data-font=\"Times New Roman\" data-listid=\"17\" data-list-defn-props=\"{&quot;335551671&quot;:1,&quot;335552541&quot;:0,&quot;335559683&quot;:0,&quot;335559684&quot;:-1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[65533,0,46],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;%1.&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">by promising or giving gifts of greater value, property or other benefits to other traders or service providers, to gain an advantage over competitors;<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0}\">\u00a0<\/span><\/li>\n<li aria-setsize=\"-1\" data-leveltext=\"%1.\" data-font=\"Times New Roman\" data-listid=\"17\" data-list-defn-props=\"{&quot;335551671&quot;:1,&quot;335552541&quot;:0,&quot;335559683&quot;:0,&quot;335559684&quot;:-1,&quot;335559685&quot;:720,&quot;335559991&quot;:360,&quot;469769242&quot;:[65533,0,46],&quot;469777803&quot;:&quot;left&quot;,&quot;469777804&quot;:&quot;%1.&quot;,&quot;469777815&quot;:&quot;hybridMultilevel&quot;}\" data-aria-posinset=\"1\" data-aria-level=\"1\"><span data-contrast=\"auto\">by unauthorized display of quality marks, trust marks, or similar signs by the trader.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:0,&quot;335559739&quot;:0}\">\u00a0<\/span><\/li>\n<\/ol>\n<h3><span class=\"TextRun SCXW37608546 BCX8\" lang=\"EN-US\" xml:lang=\"EN-US\" data-contrast=\"auto\"><span class=\"NormalTextRun SCXW37608546 BCX8\">Lawsuit for unfair market conduct<\/span><\/span><span class=\"EOP SCXW37608546 BCX8\" data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/h3>\n<p><span data-contrast=\"auto\">Since unfair market conduct is prohibited, a trader or service provider who suffers damage due to such conduct has the right to compensation for both material and non-material damage due to harm to business reputation.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">A lawsuit for unfair market conduct (unfair competition) may request the determination of the unfair act, prohibition of its continuation, elimination of consequences, and compensation for damages.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">When determining the existence of non-material damage and its fair compensation, the court will assess the significance, duration, and intensity of the violation, its effect on the plaintiff\u2019s business, the importance of the violated right, and the purpose of the compensation, ensuring it does not encourage motives incompatible with its nature and social purpose.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">A special subjective and objective deadline is prescribed for this lawsuit \u2013 it may be filed within 6 months from learning of the damage and the perpetrator, and no later than 3 years from the end of the act. Proceedings\u00a0on\u00a0a lawsuit for unfair market conduct are urgent.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">The court may also order that the judgment upholding the claim be published in the \u201cOfficial Gazette of the Republic of Serbia\u201d at the expense of the infringer.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-contrast=\"auto\">More on unfair competition can be found in this article:\u00a0<\/span><a href=\"https:\/\/vraneseviclaw.com\/en\/how-to-protect-yourself-from-unfair-commercial-practices\/\"><span data-contrast=\"none\">How to protect yourself from unfair commercial practices? &#8211; Advokat Lucija Vrane\u0161evi\u0107 Grbi\u0107 Beograd<\/span><\/a><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n<p><span data-ccp-props=\"{&quot;335551550&quot;:6,&quot;335551620&quot;:6}\">\u00a0<\/span><\/p>\n<p><b><span data-contrast=\"auto\">Note:<\/span><\/b><span data-contrast=\"auto\">\u00a0This text\u00a0does not constitute\u00a0legal\u00a0advice, but\u00a0reflects the personal opinion of the author.<\/span><span data-ccp-props=\"{&quot;134233117&quot;:false,&quot;134233118&quot;:false,&quot;335551550&quot;:6,&quot;335551620&quot;:6,&quot;335559738&quot;:240,&quot;335559739&quot;:240}\">\u00a0<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In January 2025, the Paris Court of Appeal\u00a0rendered\u00a0a decision in the dispute between Bulgari and APM Monaco\u00a0regarding\u00a0alleged copyright infringement. Bulgari claimed that the defendant\u2019s new jewelry collection resembled its well-known\u00a0Serpenti\u00a0collection. Although the court rejected the claim for copyright infringement, it\u00a0established\u00a0the existence of the concept of \u201cparasitism\u201d within the sphere of<\/p>\n","protected":false},"author":2,"featured_media":893,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5],"tags":[757,656,655,376,465,518,429,377,756,117,156,130,22,685,167,207,753,545,546,755,517,754],"class_list":["post-895","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized","tag-apm-monaco-2","tag-attorney-at-law-belgrade","tag-attorney-at-law-serbia","tag-attorney-belgrade","tag-attorney-for-competition-law","tag-attorney-for-corporate-law","tag-attorney-for-ip","tag-attorney-serbia","tag-bulgari-2","tag-company-law","tag-competition-law","tag-contract-law","tag-corporate-law","tag-fashion-law","tag-intellectual-property","tag-ip-law","tag-ip-protection","tag-law-firm-belgrade","tag-law-firm-serbia","tag-parasitism","tag-unfair-competition","tag-unfair-competition-practices"],"acf":[],"yoast_head":"<!-- This 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