{"id":20153,"date":"2020-10-27T10:03:42","date_gmt":"2020-10-27T09:03:42","guid":{"rendered":"https:\/\/avoloi.eu\/?p=20153"},"modified":"2020-10-27T10:03:42","modified_gmt":"2020-10-27T09:03:42","slug":"marques-pharmaceutiques","status":"publish","type":"post","link":"https:\/\/avoloi.fr\/blog\/marques-pharmaceutiques\/","title":{"rendered":"Marques pharmaceutiques | Appr\u00e9cier le risque de confusion"},"content":{"rendered":"<p style=\"text-align: justify\">Avec pr\u00e8s de 135.000 marques inscrites chaque ann\u00e9e au registre de l\u2019Office de l&rsquo;Union europ\u00e9enne pour la propri\u00e9t\u00e9 intellectuelle &#8211; EUIPO &#8211; il n\u2019est pas \u00e9vident de juger de la disponibilit\u00e9 d\u2019une marque. La t\u00e2che est d\u2019autant plus ardue dans l\u2019univers pharmaceutique, tr\u00e8s r\u00e9glement\u00e9 et encombr\u00e9 de nombreux signes similaires. Le titulaire de la marque doit \u00e0 la fois pr\u00e9senter un signe disponible, acceptable, attractif et distinctif. Comment juger de la disponibilit\u00e9 d\u2019une <a href=\"https:\/\/avoloi.eu\/tag\/marque\/\">marque<\/a> pharmaceutique ? Il est indispensable d&rsquo;appr\u00e9cier le risque de confusion.<\/p>\n<h2 style=\"text-align: justify\"><strong>Risque de confusion : la perception du public<\/strong><\/h2>\n<p style=\"text-align: justify\">La sant\u00e9 publique est un domaine o\u00f9 le principe de pr\u00e9caution s\u2019impose. Cela oblige les titulaires de marques de m\u00e9dicaments \u00e0 une diff\u00e9renciation forte entre chaque produit. En cas de contentieux entre deux marques, le risque de confusion doit \u00eatre \u00e9valu\u00e9 en comparant les ressemblances visuelles et phon\u00e9tiques entre les signes propres de chaque marque. Il faut alors mettre en \u00e9vidence leurs \u00e9l\u00e9ments distinctifs. Cette \u00e9valuation est r\u00e9alis\u00e9e par un public dit pertinent.<\/p>\n<p>Le niveau d\u2019attention du public pertinent est une donn\u00e9e importante dans l\u2019appr\u00e9ciation globale du risque d&rsquo;amalgame entre deux marques. Dans le domaine m\u00e9dical ou pharmaceutique, le public vis\u00e9 se compose tout autant de professionnels de sant\u00e9 et que de consommateurs ordinaires. Il peut \u00eatre restreint aux seuls sp\u00e9cialistes de sant\u00e9 lorsqu\u2019il s\u2019agit d\u2019\u00e9valuer des produits vendus uniquement aux \u00e9tablissements de sant\u00e9.<\/p>\n<p>Le grand public est par principe moins vigilant qu\u2019un professionnel. Il faut donc bien d\u00e9terminer quel type de m\u00e9dicament est \u00e9valu\u00e9, selon\u00a0:<\/p>\n<ul style=\"text-align: justify\">\n<li>qu\u2019il est en vente libre,<\/li>\n<li>sur prescription,<\/li>\n<li>ou bien \u00e0 la seule destination du personnel de sant\u00e9.<\/li>\n<\/ul>\n<p style=\"text-align: justify\">Dans le cas d&rsquo;une vente libre, le consommateur est moins averti et il s\u2019expose \u00e0 un important risque de confusion. Ainsi, l\u2019EUIPO consid\u00e8re qu\u2019en pr\u00e9sence d\u2019un public mixte, la distinction entre plusieurs marques doit \u00eatre \u00e9valu\u00e9e en fonction de la perception du grand public.<\/p>\n<h2 style=\"text-align: justify\"><strong>Caract\u00e8re distinctif des marques pharmaceutiques<\/strong><\/h2>\n<h3>La sp\u00e9cificit\u00e9 des produits de sant\u00e9<\/h3>\n<p style=\"text-align: justify\">En principe, les repr\u00e9sentations visuelles et phon\u00e9tiques des marques permettent d\u2019appr\u00e9cier le risque de confusion. Toutefois, les marques pharmaceutiques pr\u00e9sentent la sp\u00e9cificit\u00e9 d\u2019un nom compos\u00e9 d&rsquo;un pr\u00e9fixe ou d&rsquo;un suffixe \u00e9voquant le principe actif, la mol\u00e9cule principale. Cela rend les signes peu distinctifs d&rsquo;une marque \u00e0 l&rsquo;autre ; le grand public est noy\u00e9 dans un flot d\u2019informations qu\u2019il ne ma\u00eetrise pas. Le lexique scientifique, \u00e9voqu\u00e9 dans les marques pharmaceutiques, est en effet g\u00e9n\u00e9ralement emprunt\u00e9 \u00e0 l\u2019\u00e9tymologie latine ou grecque, ou bien \u00e0 d&rsquo;autres langues \u00e9trang\u00e8res. Il n&rsquo;est pas n\u00e9cessairement accessible au consommateur grand public.<\/p>\n<p>Ainsi, les caract\u00e9ristiques du m\u00e9dicament ne sont pas facilement identifiables par le consommateur final. G\u00e9n\u00e9ralement, concernant la comparaison des signes sur le plan visuel, on consid\u00e8re que le consommateur attache normalement plus d\u2019importance \u00e0 la partie initiale de la marque. Toutefois, pour les m\u00e9dicaments d\u00e9livr\u00e9s sans ordonnance, les pratiques d\u2019achat laissent penser que la perception auditive de la marque est plus importante et donc, plus favorable \u00e0 l\u2019amalgame. La similitude phon\u00e9tique des marques est donc un \u00e9l\u00e9ment d\u00e9terminant dans l\u2019appr\u00e9ciation du risque de confusion.<\/p>\n<h3 style=\"text-align: justify\">Le risque de confusion des marques pharmaceutiques<\/h3>\n<p style=\"text-align: justify\">G\u00e9n\u00e9ralement, on a tendance \u00e0 penser que le public est particuli\u00e8rement attentif \u00e0 la marque lorsqu&rsquo;il s&rsquo;agit de sa sant\u00e9. N\u00e9anmoins, en application du principe de pr\u00e9caution, on ne peut admettre l&rsquo;\u00e9ventualit\u00e9 d&rsquo;une confusion quand deux m\u00e9dicaments pr\u00e9sentent des noms tr\u00e8s approchants. L\u2019<a href=\"https:\/\/europa.eu\/european-union\/about-eu\/agencies\/euipo_fr\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">EUIPO<\/a> a conscience que le consommateur en situation d&rsquo;achat n\u2019est g\u00e9n\u00e9ralement pas en mesure de proc\u00e9der \u00e0 une comparaison des deux produits. Il doit alors se fier \u00e0 l\u2019image du m\u00e9dicament qu\u2019il garde en m\u00e9moire. Or, on ne peut laisser la place au doute. Ainsi, l\u2019examen men\u00e9 par l\u2019office de l\u2019Union est d\u00e9sormais plus drastique. Il peut \u00eatre amen\u00e9 \u00e0 reconna\u00eetre le risque de confusion, m\u00eame lorsque les marques font \u00e9tat de signes distinctifs.<\/p>\n<p>Pour \u00eatre la plus distinctive possible, la marque associe \u00e0 sa d\u00e9nomination des \u00e9l\u00e9ments graphiques faisant \u00e9tat de couleurs, sons ou formes associ\u00e9s au m\u00e9dicament. Elle ne doit pas induire en erreur le consommateur sur les qualit\u00e9s du produit. Le caract\u00e8re distinctif de l\u2019\u00e9l\u00e9ment \u00e9vocateur est pris en compte dans l\u2019appr\u00e9ciation du risque de confusion, au moyen d\u2019une analyse globale des signes en pr\u00e9sence.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Les marques pharmaceutiques sont nombreuses. Comment juger de leur disponibilit\u00e9 ?<\/p>\n","protected":false},"author":2,"featured_media":20155,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[277],"tags":[529,530,465,531,532],"class_list":["post-20153","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-droit-de-la-sante-droit-medical","tag-caractere-distinctif","tag-confusion","tag-marque","tag-medicament","tag-pharmacie"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marques pharmaceutiques | Appr\u00e9cier le risque de confusion - Le blog Avoloi<\/title>\n<meta name=\"description\" content=\"Les marques pharmaceutiques ont des sp\u00e9cificit\u00e9s. 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