<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2183-9522</journal-id>
<journal-title><![CDATA[Revista Internacional CONSINTER de Direito]]></journal-title>
<abbrev-journal-title><![CDATA[Revista Internacional CONSINTER de Direito]]></abbrev-journal-title>
<issn>2183-9522</issn>
<publisher>
<publisher-name><![CDATA[Editorial Juruá]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2183-95222024000200739</article-id>
<article-id pub-id-type="doi">10.19135/revista.consinter.00019.35</article-id>
<title-group>
<article-title xml:lang="pt"><![CDATA[DISPUTAS DE MARCA NO ÂMBITO DAS BIG TECHS]]></article-title>
<article-title xml:lang="en"><![CDATA[TRADEMARK DISPUTE CONCERNING BIG TECHS]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Chaves]]></surname>
<given-names><![CDATA[Natália Cristina]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Pereira]]></surname>
<given-names><![CDATA[Laurence Duarte Araújo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Faculdade de Direito da Universidade Federal de Minas Gerais (UFMG)  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Brasil</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>12</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>12</month>
<year>2024</year>
</pub-date>
<numero>19</numero>
<fpage>739</fpage>
<lpage>761</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_arttext&amp;pid=S2183-95222024000200739&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_abstract&amp;pid=S2183-95222024000200739&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.pt/scielo.php?script=sci_pdf&amp;pid=S2183-95222024000200739&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo A atuação das Big Techs desafia o direito contemporâneo em diversas frentes. No âmbito do direito marcário, as disputas envolvendo Big Techs ganharam novas camadas de complexidade. Valendo-se de seu poder econômico, as Big Techs podem dar início à exploração de marcas já registradas anteriormente, no mesmo segmento, por terceiros, em outros Países, incluindo o Brasil. Este artigo é focado em estudar, a partir de casos práticos, o comportamento das Big Techs em relação aos conflitos envolvendo direitos marcários, à luz da legislação brasileira, a fim de verificar se ele poderia representar alguma ilicitude e, em caso positivo, qual deve ser o posicionamento a ser adotado. Como se verá, tendo por base a legislação brasileira, constata-se que a postura das Big Techs no campo analisado pode implicar violação aos direitos da propriedade industrial, bem como aos postulados da livre iniciativa e da livre concorrência. Tratando-se de fenômeno recente, a questão não pode ser analisada, exclusivamente, sob o enfoque da proteção atualmente concedida às marcas notoriamente conhecidas, a qual não contempla hipóteses de notoriedade quase instantânea, não construídas no tempo. Prestigiar o direito marcário de Big Techs nessas hipóteses implica comprometer as bases jurídicas sobre as quais se estrutura o exercício da atividade econômica no Brasil, o que deve ser combatido.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The activities of Big Techs challenge contemporary law on multiple fronts. Within the realm of trademark law, disputes involving Big Techs have acquired new layers of complexity. Leveraging their economic power, Big Techs may start exploiting trademarks that have been previously registered in the same sector by third parties in other countries, including Brazil. This article is focused on studying, through practical cases, the behavior of Big Techs in relation to conflicts involving trademark rights, in the light of Brazilian legislation, to determine if it could represent any illegality and, if so, what stance should be adopted. As will be seen, based on Brazilian legislation, it is evident that the posture of Big Techs in the analyzed field may imply a violation of industrial property rights, as well as the principles of free enterprise and free competition. Being a recent phenomenon, the issue cannot be analyzed solely from the perspective of the protection currently given to notorious trademarks, which does not consider scenarios of almost instantaneous notoriety that have not been developed over time. Favoring the trademark rights of Big Techs in these cases compromises the legal foundations upon which the exercise of economic activity in Brazil is structured, which must be countered.]]></p></abstract>
<kwd-group>
<kwd lng="pt"><![CDATA[Big Techs]]></kwd>
<kwd lng="pt"><![CDATA[marca]]></kwd>
<kwd lng="pt"><![CDATA[abuso]]></kwd>
<kwd lng="pt"><![CDATA[conflito]]></kwd>
<kwd lng="pt"><![CDATA[concorrência.]]></kwd>
<kwd lng="en"><![CDATA[Big Techs]]></kwd>
<kwd lng="en"><![CDATA[trademark]]></kwd>
<kwd lng="en"><![CDATA[abuse]]></kwd>
<kwd lng="en"><![CDATA[conflicto]]></kwd>
<kwd lng="en"><![CDATA[competition.]]></kwd>
</kwd-group>
</article-meta>
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