知名度的威力非同凡響；現今藝人、名人、網紅，生財工具未必是其才幹，有很多是靠網路蹭聲量爆紅的；也有很多無厘頭莫名爆紅的。金·卡黛珊即是世界知名的網紅，有一些商家便想利用她的知名度來提昇自己商品能見度，就是靠蹭她來吸引消費者；這種未經本人同意，將名人姓名、圖像、酷似樣貌或與名人身分聯繫因子，挪作商業利用，在美國許多州構成侵害該名人的知名度，要負賠償責任。
雖然本文是以美國法的視角來敘事，但美國作為大國，影響及於世界，尤其我國於智慧財產及公司、證交等法律深受美國法影響；學習他人的法律，並非崇洋；而是藉由學習，讓自己進步，取他人之長，補自己之短。

A federal district court in California has awarded a $2.7-million default judgment to Kim Kardashian West in her lawsuit against a fast fashion online retailer that allegedly used her persona and likeness to sell its clothing, in part by repeatedly tagging her on Instagram and linking to the retailer’s e-commerce site.
加州聯邦地區法院以一造辦論判決判決金·卡黛珊獲賠270萬美元。

Kardashian West’s suit is an example of celebrities taking action to combat the improper online use of their identities.
卡黛珊·偉斯特係名人就不當於線上利用其身分起訴捍衛權利之例證。

Kim Kardashian West’s Suit
Kardashian West and her loan out company Kimsaprincess, Inc. (together, Kardashian) filed a lawsuit in California against Missguided USA (Finance) Inc. and Missguided Limited (together, Missguided), accusing them of misappropriating her persona as part of its marketing and sales strategy to sell clothing online. According to Kardashian’s complaint, Missguided “systematically uses the names and images of Kardashian” to “advertise and spark interest in its website and clothing.”
卡黛珊·偉斯特與其借出公司同列原告於加州對美國「小妞指南」公司與小妞指南有限公司提起訴訟，主張被告等利用原告身分作為線上出賣衣服的行銷與銷售策略。根據原告訴狀，小妞指南系統地利用卡黛珊的姓名及圖像來為廣告，以此力非同凡響；現今藝人、名人、網紅，生財工具未必是其才幹，有很多是靠網路蹭聲量爆紅的；也有很多無厘頭莫名爆紅的。金·卡黛珊即是世界知名的網紅，有一些商家便想利用她的知名度來提昇自己商品能見度，就是靠蹭她來吸引消費者；這種未經本人同意，將名人姓名、圖像、酷似樣貌或與名人身分聯繫因子，挪作商業利用，在美國許多州構成侵害該名人的知名度，要負賠償責任。

A federal district court in California has awarded a $2.7-million default judgment to Kim Kardashian West in her lawsuit against a fast fashion online retailer that allegedly used her persona and likeness to sell its clothing, in part by repeatedly tagging her on Instagram and linking to the retailer’s e-commerce site.
加州聯邦地區法院以一造辦論判決判決金·卡黛珊獲賠270萬美元。

Kardashian West’s suit is an example of celebrities taking action to combat the improper online use of their identities.
卡黛珊·偉斯特係名人就不當於線上利用其身分起訴捍衛權利之例證。

Kim Kardashian West’s Suit

Kardashian West and her loan out company Kimsaprincess, Inc. (together, Kardashian) filed a lawsuit in California against Missguided USA (Finance) Inc. and Missguided Limited (together, Missguided), accusing them of misappropriating her persona as part of its marketing and sales strategy to sell clothing online. According to Kardashian’s complaint, Missguided “systematically uses the names and images of Kardashian” to “advertise and spark interest in its website and clothing.”
卡黛珊·偉斯特與其借出公司同列原告於加州對美國「小妞指南」公司與小妞指南有限公司提起訴訟，主張被告等利用原告身分作為線上出賣衣服的行銷與銷售策略。根據原告訴狀，小妞指南係有計畫地利用卡黛珊的姓名及圖像來為廣告，以此激活其網站與買氣。

In particular, Kardashian asserted, Missguided’s website and social media pages, including Instagram, were “riddled with images of and references to Kardashian” intended to promote its website and drive sales of clothing purportedly “inspired by” Kardashian. Kardashian contended that Missguided’s use of her name and likeness was “so pervasive” that consumers had begun to erroneously believe that she was affiliated with Missguided and was working with it to “knock off the clothing” that fashion designers had created for her.
卡黛珊特別主張小妞指南網站與包含IG的社群網頁，滿布卡黛珊圖像同時提及卡黛珊，意圖推廣其網站，拜卡黛珊名氣所致使衣服銷售業務大增。卡黛珊主張小妞指南此舉萬萬不可，會使人誤信卡黛珊與小妞指南有所關連，係與此仿冒衣物相互合作之誤認。'

Kardashian’s complaint asserted violations of her right of publicity, false designation of origin and trademark infringement. She sought monetary damages, attorneys’ fees and costs, and an injunction barring Missguided from using her name, images, likeness, persona and trademarks.
卡黛珊訴狀主張，被告違反知名度，原創虛偽設計與侵害商標。她請求金錢賠償、律師費、訴訟費及禁止小妞指南利用其姓名、圖像、酷似樣貌、身分及商標。

The Decision判決

The district court granted a default judgment to Kardashian, and awarded her $2.7 million in damages (which it calculated at $300,000 per each of nine unauthorized Instagram posts by Missguided) and $59,600 in attorneys’ fees (which it calculated according to a court rule establishing a schedule for attorneys’ fees in cases involving default judgments).In addition, the court permanently enjoined Missguided from using Kardashian West’s trademarks in connection with the sale, marketing or distribution of its products.
地區法院以一造判決為之；卡黛獲判270萬美元之賠償金（Missguided將9個未經授權IG上傳，而每個判賠30萬美元），同時被告應給付原告卡黛珊律師費。此外，法院亦禁止Missguided永久不得利用卡黛珊之商標於其產品相關之販售、行銷或知名度的威力非同凡響；現今藝人、名人、網紅，生財工具未必是其才幹，有很多是靠網路蹭聲量爆紅的；也有很多無厘頭莫名爆紅的。金·卡黛珊即是世界知名的網紅，有一些商家便想利用她的知名度來提昇自己商品能見度，就是靠蹭她來吸引消費者；這種未經本人同意，將名人姓名、圖像、酷似樣貌或與名人身分聯繫因子，挪作商業利用，在美國許多州構成侵害該名人的知名度，要負賠償責任。

A federal district court in California has awarded a $2.7-million default judgment to Kim Kardashian West in her lawsuit against a fast fashion online retailer that allegedly used her persona and likeness to sell its clothing, in part by repeatedly tagging her on Instagram and linking to the retailer’s e-commerce site.

加州聯邦地區法院以一造辦論判決判決金·卡黛珊獲賠270萬美元。

Kardashian West’s suit is an example of celebrities taking action to combat the improper online use of their identities.

卡黛珊·偉斯特係名人就不當於線上利用其身分起訴捍衛權利之例證。

Kim Kardashian West’s Suit

Kardashian West and her loan out company Kimsaprincess, Inc. (together, Kardashian) filed a lawsuit in California against Missguided USA (Finance) Inc. and Missguided Limited (together, Missguided), accusing them of misappropriating her persona as part of its marketing and sales strategy to sell clothing online. According to Kardashian’s complaint, Missguided “systematically uses the names and images of Kardashian” to “advertise and spark interest in its website and clothing.”

卡黛珊·偉斯特與其借出公司同列原告於加州對美國「小妞指南」公司與小妞指南有限公司提起訴訟，主張被告等利用原告身分作為線上出賣衣服的行銷與銷售策略。根據原告訴狀，小妞指南系統地利用卡黛珊的姓名及圖像來為廣告，以此力非同凡響；現今藝人、名人、網紅，生財工具未必是其才幹，有很多是靠網路蹭聲量爆紅的；也有很多無厘頭莫名爆紅的。金·卡黛珊即是世界知名的網紅，有一些商家便想利用她的知名度來提昇自己商品能見度，就是靠蹭她來吸引消費者；這種未經本人同意，將名人姓名、圖像、酷似樣貌或與名人身分聯繫因子，挪作商業利用，在美國許多州構成侵害該名人的知名度，要負賠償責任。

A federal district court in California has awarded a $2.7-million default judgment to Kim Kardashian West in her lawsuit against a fast fashion online retailer that allegedly used her persona and likeness to sell its clothing, in part by repeatedly tagging her on Instagram and linking to the retailer’s e-commerce site.

加州聯邦地區法院以一造辦論判決判決金·卡黛珊獲賠270萬美元。

Kardashian West’s suit is an example of celebrities taking action to combat the improper online use of their identities.

卡黛珊·偉斯特係名人就不當於線上利用其身分起訴捍衛權利之例證。

Kim Kardashian West’s Suit

Kardashian West and her loan out company Kimsaprincess, Inc. (together, Kardashian) filed a lawsuit in California against Missguided USA (Finance) Inc. and Missguided Limited (together, Missguided), accusing them of misappropriating her persona as part of its marketing and sales strategy to sell clothing online. According to Kardashian’s complaint, Missguided “systematically uses the names and images of Kardashian” to “advertise and spark interest in its website and clothing.”

卡黛珊·偉斯特與其借出公司同列原告於加州對美國「小妞指南」公司與小妞指南有限公司提起訴訟，主張被告等利用原告身分作為線上出賣衣服的行銷與銷售策略。根據原告訴狀，小妞指南係有計畫地利用卡黛珊的姓名及圖像來為廣告，以此激活其網站與買氣。

In particular, Kardashian asserted, Missguided’s website and social media pages, including Instagram, were “riddled with images of and references to Kardashian” intended to promote its website and drive sales of clothing purportedly “inspired by” Kardashian. Kardashian contended that Missguided’s use of her name and likeness was “so pervasive” that consumers had begun to erroneously believe that she was affiliated with Missguided and was working with it to “knock off the clothing” that fashion designers had created for her.

卡黛珊特別主張小妞指南網站與包含IG的社群網頁，滿布卡黛珊圖像同時提及卡黛珊，意圖推廣其網站，拜卡黛珊名氣所致使衣服銷售業務大增。卡黛珊主張小妞指南此舉萬萬不可，會使人誤信卡黛珊與小妞指南有所關連，係與此仿冒衣物相互合作之誤認。'

Kardashian’s complaint asserted violations of her right of publicity, false designation of origin and trademark infringement. She sought monetary damages, attorneys’ fees and costs, and an injunction barring Missguided from using her name, images, likeness, persona and trademarks.

卡黛珊訴狀主張，被告違反知名度，原創虛偽設計與侵害商標。她請求金錢賠償、律師費、訴訟費及禁止小妞指南利用其姓名、圖像、酷似樣貌、身分及商標。

The Decision判決
The district court granted a default judgment to Kardashian, and awarded her $2.7 million in damages (which it calculated at $300,000 per each of nine unauthorized Instagram posts by Missguided) and $59,600 in attorneys’ fees (which it calculated according to a court rule establishing a schedule for attorneys’ fees in cases involving default judgments).In addition, the court permanently enjoined Missguided from using Kardashian West’s trademarks in connection with the sale, marketing or distribution of its products.
地區法院以一造判決為之；卡黛獲判270萬美元之賠償金（Missguided將9個未經授權IG上傳，而每個判賠30萬美元），同時被告應給付原告卡黛珊律師費。此外，法院亦禁止Missguided永久不得利用卡黛珊之商標於其產品相關之販售、廣告或散布。

Courses of Action訴訟過程
When pre-litigation efforts, such as sending cease-and-desist letters and submitting takedown notices to social media platforms that host false advertisements, are unsuccessful or not sufficient to stop the infringing conduct, instituting a lawsuit may also bring results, as illustrated by the Kardashian suit.
當窮盡訴訟前的所有的協商都告失敗或均不足以使該侵害行為停止，方提起訴訟亦帶來如前所示之結果。