TV예능프로그램 자막에서 ‘올림픽’명칭의 사용

In many TV entertainment programs, when a participant mentions the word “Olympics,” subtitles often modify the term into forms such as “Ol★mpics” or “○lympics” to avoid potential infringement issues. The International Olympic Committee (IOC) treats the Olympic Games as an exclusive asset, actively enforcing intellectual property rights by registering the word “Olympics” as a trademark for all product categories with the Korean Intellectual Property Office. Naturally, only official sponsors or licensed broadcasters are entitled to use the official name and imagery. However, in variety shows, subtitles merely reproduce or emphasize what participants have spoken, serving an explanatory and entertainment function that enhances audience engagement. Such altered subtitle expressions appear to be a precautionary response to concerns over trademark infringement. Yet, under trademark law, “use of a mark” refers to use as an indicator of the source of goods or services. Subtitles in this context do not function as a trademark use, since viewers are unlikely to misunderstand the broadcaster or program as an official Olympic sponsor, nor does it amount to ambush marketing. Therefore, treating non-commercial, explanatory subtitle usage as trademark infringement requires caution. An exclusive focus on protecting rights holders is not always justified. A balanced approach between trademark protection and freedom of expression is necessary, ensuring that TV entertainment programs can use the term “Olympics” freely in subtitles without resorting to evasive expressions.