Review of the Doctrine of Dilution Based on the Perspective of Corrective Justice for Trademark Owners

Authors

  • Sukma Nahdliyin Universitas Sebelas Maret
  • Emmy Latifah Universitas Sebelas Maret

DOI:

https://doi.org/10.33506/js.v12i1.4774

Keywords:

Dilution Doctrine, Corrective Justice, Balance of Rights, Well-known Trademarks

Abstract

The study aims to analyze whether the doctrine of trademark dilution has provided corrective justice or otherwise, so that the balance of rights for trademark owners can be fulfilled.
The methods used in this study are normative or doctrinal legal research methods. The research approaches used are legislative, conceptual, case-based, and comparative approaches.
The novelty of this research lies in the perspective of corrective justice in analyzing court decisions related to dilution actions. This research is expected to contribute to further research and policy recommendations for the government and judges to produce regulations and decisions that are fair to trademark owners.
The results of the comparative law study show that anti-dilution regulations in the United States are comprehensively regulated, but there are shortcomings in the courts. Court decisions regarding well-known trademarks are considered detrimental and do not restore the rights that have been violated. In fact, the main purpose of dilution is to provide legal protection for well-known trademarks. Indonesia itself has not yet fully regulated anti-dilution regulations.
The concluded findings of this comparative legal study serve as a lesson for Indonesia so that future regulations can take into account the balance of rights between well-known trademarks and other trademarks in order to avoid market monopoly.

References

Alfarabi, Muhammadi and Rumainur. Peran Filsafat Hukum dalam Membangun Rasa Keadilan. Rampai Jurnal Hukum (RJH), 2 (1), (2023). 35–46. DOI: https://doi.org/10.35473/rjh.v2i1.2257.

Alfian, Alfian, et.al. Pengaruh Perlindungan Hukum Terhadap Hak Cipta dan Merek dalam Aspek Sosial di Provinsi Sulawesi Selatan. Innovative: Journal of Social Science Research, 5 (1), (2025): 349-358. DOI: https://doi.org/10.31004/innovative.v5i1.17497.

Bhaskar, Brajendu. Trademark Dilution Doctrine: The Scenario Post TDRA. NUJS Law Review, 1 (4), (2008). 637-652. http://www.commonlii.org/in/journals/NUJSLawRw/2008/37.html.

Disemadi, Hari Sutra dan Cindy Kang. Tantangan Penegakan Hukum Hak Kekayaan Intelektual dalam Pengembangan Ekonomi Kreatif di Era Revolusi Industri 4.0. Jurnal Komunikasi Hukum (JKH), 7 (1), (2021). 54-71. DOI: https://doi.org/10.23887/jkh.v7i1.31457.

Dwisvimiar, Inge. Keadilan Dalam Perspektif Filsafat Ilmu Hukum. Jurnal Dinamika Hukum ,11 (3), (2011). 522-531. DOI: http://dx.doi.org/10.20884/1.jdh.2011.11.3.179.

Dwisvimiar, Inge. Pengaturan Doktrin Dilusi Merek Sebagai Upaya Perlindungan Hukum Merek Terkenal Di Indonesia. Mimbar Hukum - Fakultas Hukum Universitas Gadjah Mada, 28 (2), (2016). 232-249. DOI: https://doi.org/10.22146/jmh.16720.

Herman, Herman, et al. Analisis Hukum Pidana Masa Tunggu Pidana Mati Dalam Kitab Undang-Undang Hukum Pidana Nasional Dalam Perspektif Keadilan Korektif. Halu Oleo Legal Research , 6 (2), (2024). 516-530. DOI: https://doi.org/10.33772/holresch.v6i2.798.

Indonesia Masih Bertahan Di Priority Watch List. (2024, Mei 7). Diakses pada 26 Juli 2025. dari artikel berita: https://www.kk-advocates.com/news/read/indonesia-masih-bertahan-di-priority-watch-list

Japar, Muhammad, et al. Analisis Aspek Moral Dan Budaya Dalam Pemajuan Hak Kekayaan Intelektual Di Indonesia. Iblam Law Review, 5 (2), (2025). 23–33. DOI: https://doi.org/10.52249/ilr.v5i2.606 .

Kasanda, Muhammad, dan Widhi Handoko. Perlindungan Hukum Yang Berkeadilan Korektif Kepada Mitra Usaha Lainnya Dalam Penggabungan Perseroan Terbatas. Notarius, 15 (1), (2022). 336-349. DOI: https://doi.org/10.14710/nts.v15i1.46045.

Kholifa, Fajar Fivi, et al., Analisa Pembatalan Merek Dagang PUMA : (Studi Putusan Nomor 16/Pdt.Sus-HKI/Merek/2023/PN_Niaga_Jkt.Pst). Jurnal Strategi Dan Bisnis, 13 (1), (2025). 74-85. DOI; https://doi.org/10.19184/jsb.v13i1.53706.

Khotimah, Vika Husnul dan Rani Apriani. Faktor-Faktor Penyebab Terjadinya Pelanggaran Hak Merek Berupa Pemboncengan Reputasi (Passing Off) Merek Terkenal Ditinjau dari Undang-Undang Nomor 20 Tahun 2016 tentang Merek dan Indikasi Geografis. Jurnal Ilmiah Wahana Pendidikan, 8(2), (2022). 398-420. https://jurnal.peneliti.net/index.php/JIWP/article/view/2643

Kusumaatmadja, Mochtar. Konsep-Konsep Hukum dalam Pembangunan. Bandung: PT. Alumni. (2006).

Lobo, Lionita Putri dan Indirani Wauran. Kedudukan Istimewa Merek Terkenal (Asing) dalam Hukum Merek Indonesia. Masalah-Masalah Hukum, 50 (1), (2021). 70–83. DOI: https://doi.org/10.14710/mmh.50.1.2021.70-83.

Macías, Washington dan Julio Cerviño. Trademark Dilution: Comparing the Effects of Blurring and Tarnishment Cases over Brand Equity. Management & Marketing, 12 (3), (2017). 34-360. DOI: https://doi.org/10.1515/mmcks-2017-0021.

Mamarimbing, Johanes Chandra. Kajian Yuridis Terhadap Pelanggaran Merek dan Pemulihan Hak. Lex Privatum, 7(2), (2019). 53-60. https://ejournal.unsrat.ac.id/index.php/lexprivatum/article/view/25891.

Miladiyanto, Sulthon dan Ariyanti. Prinsip moralitas merek dalam undang-undang nomor 20 tahun 2016 tentang Merek dan Indikasi Geografis. Jurnal Cakrawala Hukum, 11 (3), (2020). 241-249. DOI: https://doi.org/10.26905/idjch.v11i3.5022.

Soekanto, Soerjono dan Sri Mamudji. Penelitian Hukum Normatif. Jakarta: Rajawali Pers. (2009).

Penguatan Integritas Dan Kompetensi Hakim Untuk Mewujudkan Visi Badan Peradilan Yang Agung (2018, Agustus 21). Diakses pada 23 Juli 2025. Dari artikel berita: https://www.mahkamahagung.go.id/id/berita/3154/penguatan-integritas-dan-kompetensi-hakim-untuk-mewujudkan-visi-badan-peradilan-yang-agung#:~:text=Sebagai%20benteng%20terakhir%20bagi%20pencari,yang%20dihadapi%20oleh%20para%20pihak

Perdana, Karlina, dan Pujiyono. Kelemahan Undang-Undang Merek Dalam Hal Pendaftaran Merek (Studi Atas Putusan Sengketa Merek Pierre Cardn). Jurnal Privat Law, 5 (2), (2017). 84-92. DOI: https://doi.org/10.20961/privat.v5i2.19398.

Pratama, Revie Rachmansyah, dan Kholis Roisah. Hubungan Hukum Terhadap Kepemilikan Hak Cipta Yang Dijadikan Merek Bagi Pencipta Dan Pemegang Merek. Jurnal USM Law Review, 8 (1), (2025). 65-85. DOI: https://doi.org/10.26623/julr.v8i1.10363.

Putri, Dhea Aulia, et al. Monopoli Perdagangan Dan Dampaknya Terhadap Persaingan Usaha Yang Sehat. Al-Zayn : Jurnal Ilmu Sosial & Hukum, 3 (3), (2025). 1845-1852. DOI: https://doi.org/10.61104/alz.v3i3.1446.

Petersen, Lauren. V Secret Catalogue, Inc. v. Moseley, 605 F.3d 382 (2010): Case Brief Summary. Diakses 30 Juni 2025. Dari artikel https://www.quimbee.com/cases/v-secret-catalogue-inc-v-moseley.

Sahindra, Roni. Pelaksanaan Hak Kekayaan Intelektual dalam Kerangka Pembangunan Budaya Hukum (Diskursus Filosofis Keberadaan Hak Kekayaan Intelektual di Indonesia). Journal Equitable, 7(2), (2022). 272-291. DOI: https://doi.org/10.37859/jeq.v7i2.4320.

Saputra, Bayu dan Widhi Handoko. Perlindungan Hukum Merek Terkenal Yang Didaftarkan (Studi Kasus Putusan Nomor: 206/G/2020/PTUN.JKT). Notarius, 16 (1), (2023). 195-210. DOI: https://doi.org/10.14710/nts.v16i1.41238.

Schwarz, Michael J. Demonstrating the Requisite Level of Proof for a Federal Trademark Dilution Claim: Establishing Actual Dilution Following Moseley v. Victoria’s Secret. Pace Law Review, 25 (1), (2004). 157-192. DOI: https://doi.org/10.58948/2331-3528.1169.

Sembiring, Riky. Keadilan Pancasila dalam Persepektif Teori Keadilan Aristoteles. Jurnal Aktual Justice, 3 (2), (2018). 139-155. DOI: https://doi.org/10.47329/aktualjustice.v3i2.539.

Sudiro, Ahmad. Konsep Keadilan dan Sistem Tanggung Jawab Keperdataan dalam Hukum Udara. Jurnal Hukum Ius Quia Iustum, 19, (3), (2012). 439-454. DOI: https://doi.org/10.20885/iustum.vol19.iss3.art6.

Sumaryono, E. Etika dan Hukum: Relevansi Teori Hukum Kodrat Thomas Aquinas. Yogyakarta: Kanisius, (2006).

Tushnet, Rebecca. Victor’s Little Secret’s Last Stand? (2010, Mei 25). Diakses pada 30 Juni 2025 pada blog https://tushnet.blogspot.com/2010/05/victors-little-secrets-last-stand.html.

Victoria’s Secret Stores, Inc., Plaintiff, v. Moseley (2010, Mei 19). Diakses pada 24 Juli 2025 dari putusan pengadilan: https://caselaw.findlaw.com/court/us-6th-circuit/1524546.html.

Wicaksono, Imam. Politik Hukum Pelindungan Hak Kekayaan Intelektual Di Indonesia Pasca Di Ratifikasinya Trips Agreement. Pena Justisia: Media Komunikasi dan Kajian Hukum, 18 (1), (2020). 37-47. DOI: https://doi.org/10.31941/pj.v18i1.1088.

Downloads

Published

09-11-2025

How to Cite

Nahdliyin, S., & Latifah, E. (2025). Review of the Doctrine of Dilution Based on the Perspective of Corrective Justice for Trademark Owners. JUSTISI, 12(1), 35–54. https://doi.org/10.33506/js.v12i1.4774

Similar Articles

1 2 3 4 5 6 7 8 > >> 

You may also start an advanced similarity search for this article.