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17 H"1+('%#-$-&H"?%&*1&*+"&-$$#-M%#+"&(.&n*-.%&./(1+%#,("1(+$-&+(&(1+%#(+H%&1%..-&+H(-&'(&*1&?-#HI("&HI%& R"'%& '(& 1"$"#(%$KT& -.& [(1%& '(& B%1%[(H(-#%& '%.& +*"& 2"$%#%& -$$#-$$(M"T& '%..-& +*-& #%2*$-,("1%& %& '%.& +*"& 2#%+$(R("T&1"1HIl&-.&[(1%&'(&+[#*$$-#%T&+%1,-&n*-.+(M"R.(-&H"?2%1+-,("1%&%H"1"?(H-&%&+%1,-&'"M%#& "2%#-#%& +["#,(& 2#"2#(& (1& 2#"2"+($"T&."& +["#,"& H"??%#H(-.%& %[[%$$*-$"& '-.& $($".-#%& '%.&?-#HI("& 2%#& H#%-#%&%&?-1$%1%#%&./(??-R(1%&'(&'%$$"&?-#HI("Y&;M%&H(q&-MM%1R-T&(.&M-1$-RR("&H"+r&#(H-M-$"&'-(& VC&&&&&&!"?%&.-&!"#$%&I-&R(K&2#%H(+-$"T&*1-&H"1H.*+("1%&+([[-$$-&2*q&(?2"#+(&(1&2-#$(H".-#%&1%(&H-+(&(1& H*(&(1+%#,("1(+$(&+*&L1$%#1%$&"[[#-1"&(1&M%1'($-T&+H%R.(%1'"&2-#".%&HI(-M%&H"##(+2"1'%1$(&-&?-#HI(&HI%& R"'"1"&'(&1"$"#(%$KT&2#"'"$$(&HI%&+"1"&(?($-,("1(&'%(&2#"'"$$(&'%.&$($".-#%&'(&'%$$(&?-#HI(&=+%1$%1,-& VD&&&&&&>%#&H"1$#"T&n*-."#-&./-11*1H("&2*BB.(H($-#("&HI%&o&?"+$#-$"&+*&L1$%#1%$&-&2-#$(#%&'-&*1-&2-#".-& HI(-M%&H"##(+2"1'%1$%&-'&*1&?-#HI("&HI%&R"'%&'(&1"$"#(%$KT&+%1,-&"[[#(#%&*1-&+%?2.(H%&(?($-,("1%& '%(& 2#"'"$$(& %& '%(& +%#M(,(& '%.& $($".-#%& '(& $-.%&?-#HI("T& +%1,-& 2#"M"H-#%& *1-& '(.*(,("1%& "& *1-& H"##"+("1%& %& +%1,-& 1%??%1"& -##%H-#%& 2#%R(*'(,("& -..%& [*1,("1(& '(& '%$$"&?-#HI("T& 2#"2"1R-& *1/-.$%#1-$(M-&#(+2%$$"&-(&2#"'"$$(&"&-(&+%#M(,(&'%.&$($".-#%&'%.&?-#HI("&HI%&R"'%&'(&1"$"#(%$KT&+(&'%M%& H"1H.*'%#%& HI%& *1& *+"& +([[-$$"& #(%1$#-T& (1&.(1%-& '(& 2#(1H(2("T& (1& *1-& H"1H"##%1,-& +-1-& %&.%-.%& 1%../-?B($"&'%(&2#"'"$$(&"&'%(&+%#M(,(&H"1+('%#-$(&%&+(-&n*(1'(&F?"$(M-$"\&-(&+%1+(&'%R.(&-#$$Y&ZT&1Y&AT& VA&&&&&&32%$$-& -.& R(*'(H%& '%.& #(1M("& M-.*$-#%T& $%1%1'"& H"1$"& '%R.(& %.%?%1$(& (1$%#2#%$-$(M(& HI%& 2#%H%'"1"T&+%&(&[-$$(&'%..-&H"1$#"M%#+(-&'(&H*(&-..-&H-*+-&2#(1H(2-.%&+(-1"&H-#-$$%#(,,-$(&'-&*1&*+"&'%.& +%R1"& (??"$(M-$"& HI%& $#-%& (1'%B($-?%1$%& M-1$-RR("& '-.& H-#-$$%#%& '(+$(1$(M"& "& '-..-& 1"$"#(%$K& '%.&?-#HI("&L564<m:;<8Y& R.(& -#$$Y&ZT& 1Y&AT& '%..-& '(#%$$(M-& UVWDCX& %& VT& '%.& #%R".-?%1$"& 1Y&XCWVX& '%M"1"& %++%#%& (1$%#2#%$-$(&1%.&+%1+"&HI%&(.&$($".-#%&'(&*1&?-#HI("&HI%&R"'%&'(&1"$"#(%$K&I-&(.&'(#($$"&'(&M(%$-#%&-'&*1& H"1H"##%1$%&'(&[-#%&2*BB.(H($K&-&2-#$(#%&'-&*1-&2-#".-&HI(-M%&H"##(+2"1'%1$%&-&$-.%&?-#HI("&HI%&(.& +*''%$$"&H"1H"##%1$%T&+%1,-&(.&H"1+%1+"&'%.&$($".-#%&'%.&?-#HI("T&I-&+H%.$"&1%../-?B($"&'(&*1&+%#M(,("& '(& 2"+(,("1-?%1$"&+*&L1$%#1%$T&n*-."#-& '%$$"&H"1H"##%1$%&$#-RR-&H"+r&(1'%B($-?%1$%&M-1$-RR("&'-.& H-#-$$%#%& '(+$(1$(M"& "& '-..-& 1"$"#(%$K& '%.&?-#HI("& "22*#%& n*-."#-& $-.%& 2*BB.(H($K& VX&&&&&&01& -11*1H("& 2*BB.(H($-#("& -& 2-#$(#%& '-& *1-& 2-#".-&HI(-M%&+([[-$$-&-##%H-&2#%R(*'(,("&-.& $#-+["#?-#%&.-&1-$*#-&'(&$-.%&?-#HI("&#%1'%1'"."&*1&$%#?(1%&R%1%#(H"Y& VZ&&&&&&>%#& H"1$#"T& (.& $($".-#%& '(& *1&?-#HI("& HI%& R"'%& '(& 1"$"#(%$K& 1"1& 2*q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ulle spese&&

18 Vc&&&&&&5%(& H"1[#"1$(& '%..%& 2-#$(& 1%..-& H-*+-& 2#(1H(2-.%& (.& 2#%+%1$%& 2#"H%'(?%1$"& H"+$($*(+H%& *1& (1H('%1$%& +"..%M-$"& '(1-1,(& -.& R(*'(H%& 1-,("1-.%T& H*(& +2%$$-& n*(1'(& +$-$*(#%& +*..%& +2%+%Y& :%& +2%+%& +"+$%1*$%&'-&-.$#(&+"RR%$$(&2%#&2#%+%1$-#%&"++%#M-,("1(&-..-&!"#$%&1"1&2"++"1"&'-#&.*"R"&-&#([*+("1%Y& artt. 5, n. 1, lett. a), della prima direttiva del Consiglio 21 dicembre 1988, 89/104/CEE, sul ravvicinamento delle legislazioni degli Stati membri in materia di marchi d impresa, e 9, n. 1, lett. a), del regolamento (CE) del Consiglio 20 dicembre 1993, n. 40/94, sul marchio comunitario, devono essere interpretati nel senso che il titolare di un marchio ha il diritto di vietare ad un concorrente di fare pubblicità a partire da una parola chiave identica a detto marchio che tale concorrente, senza il consenso del titolare del marchio, ha scelto nell ambito di un servizio di posizionamento su Internet a prodotti o servizi identici a quelli per i quali tale marchio è stato registrato, quando il predetto uso è idoneo a violare una delle funzioni del marchio. Siffatto uso:&& viola la funzione di indicazione d origine del marchio allorché la pubblicità che compare a partire dalla suddetta parola chiave non consente o consente solo difficilmente all utente di Internet normalmente informato e ragionevolmente attento di sapere se i prodotti o i servizi menzionati nell annuncio provengano dal titolare del marchio o da un impresa economicamente collegata a quest ultimo oppure, al contrario, da un terzo;&& non viola, nell ambito di un servizio di posizionamento avente le caratteristiche di quello di cui trattasi nella causa principale, la funzione di pubblicità del marchio, e&& viola la funzione di investimento del marchio ove intralci in modo sostanziale l utilizzo, da parte del titolare in questione, del proprio marchio per acquisire o mantenere una reputazione idonea ad attirare i consumatori e a renderli fedeli.&& A@&&&&&&Gli artt. 5, n. 2, della direttiva 89/104 e 9, n. 1, lett. c), del regolamento n. 40/94 devono essere interpretati nel senso che il titolare di un marchio che gode di notorietà ha il diritto di vietare ad un concorrente di fare pubblicità a partire da una parola chiave corrispondente a tale marchio che il suddetto concorrente, senza il consenso del titolare del marchio, ha scelto nell ambito di un servizio di posizionamento su Internet, qualora detto concorrente tragga così indebitamente vantaggio dal carattere distintivo o dalla notorietà del marchio (parassitismo) oppure qualora tale pubblicità arrechi pregiudizio a detto carattere distintivo (diluizione) o a detta notorietà (corrosione).&& Un annuncio pubblicitario a partire da una parola chiave siffatta arreca pregiudizio al carattere distintivo del marchio che gode di notorietà (diluizione), in particolare, ove contribuisca a trasformare la natura di tale marchio rendendolo un termine generico.&& Per contro, il titolare di un marchio che gode di notorietà non può vietare, in particolare, annunci pubblicitari fatti comparire dai suoi concorrenti a partire da parole chiave che corrispondono a detto marchio e propongono, senza offrire una semplice imitazione dei prodotti e dei servizi del titolare di tale marchio, senza provocare una diluizione o una corrosione e senza peraltro arrecare pregiudizio alle funzioni di detto marchio che gode di notorietà, un alternativa rispetto ai prodotti o ai servizi del titolare di detto marchio.&& &