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право на предъявление иска за ведение дел под чужим именем

Taking business by presenting goods or services as someone else's is actionable at common law.
A claim may be brought where:

the claimant’s goods or services have acquired a goodwill or reputation in the market and are known by some distinguishing feature;
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there is a misrepresentation by the defendant (whether or not intentional) leading or likely to lead the public to believe that goods or services offered by the defendant are goods or services of the claimant; and
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the claimant has suffered, or is likely to suffer, damage as a result of the erroneous belief engendered by the defendant’s misrepresentation.

This restatement of the elements of passing off is often referred to as the "classic trinity".

конкретнее - средств индивидуализации.

Речь об использовании чужого наименования, торговых марок, доменного имени и т.д. при реализации своего товара:

When a business misleads prospective buyers into believing that his goods are those of another business, and that misrepresentation causes damage to the actual owner of the goodwill or trade reputation, the damaged business will be able to prevent that conduct by injunction and claim damages for "passing off" its business as that of the owner of the goodwill. It does not matter whether the trader intended to mislead the public. So “passing off” protects the relationship of a business with its public. Goodwill may exist in a business name, packaging, branding, in a fictional character’s name, someone’s name (“image rights“) and is accrued by trading activity, advertising and marketing activity.

http://www.gillhams.com/dictionary/169.cfm

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Note added at 16 hrs (2010-06-16 11:02:15 GMT)
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Правообладатель вправе требовать от нарушителя выплаты компенсации за каждый случай неправомерного использования результата интеллектуальной деятельности или средства индивидуализации либо за допущенное правонарушение в целом.

http://www.lenust.ru/services/private_services/copyright_cou...