Legal Regulation of the Celebrity's Name Right Commercialization

The traditional civil law argues that the name right as a specific right of personality reflects the subject's personality interest,having the non-property nature.But along with the development of market economy and mass media,the economic value of the celebrity name rights appears unceasingly,and the celebrity's name right commercialization has become a tendency.Many businesses start to use the celebrity's name to register enterprise trademark taking it as the means for the enterprise to use in the product or service to enhance the influence.The property interest of the celebrity's name right begin to attract attention.But in our country,the present legal protection pattern has very big limitation in protecting the celebrity name right commercialization,so we need to learn and draw lessons from the other countries to perfect China's legal protection of the celebrity's name right commercialization.