Monica Viken
Professor
Department of Law and Governance
Employee Profile
- Room number A5I-097
- Phone +4746410444
- E-mail monica.viken@bi.no
Biography
Monica Viken is professor of law and associate dean for the bachelor- and master program in law at BI.
She received her Ph.D. in law from Copenhagen Business School in 2011, with a dissertation on the evidential value of market surveys in trademark and marketing practice litigation.
Her research focuses on intellectual property law, marketing law and contract law, also discussing borderlines between these fields of law and EU/EEA law. She is a dedicated teacher and has been teaching large and small classes at BI since 1996.
Viken has also been Head of Department of Law and Governance, Associate Dean for the bachelor program in law and business and course responsible for several legal courses at all levels.
Viken is a member of the editorial board for the Journal of Business Law (Tidsskrift for forretningsjus) and peer reviewer for GRUR International and Nordic Intellectual Property Law Review (Nordiskt Immateriellt Râttsskydd – NIR). She is also a member of Karnov Group Norway Advisory Board.
Viken is widely used as an expert witness in courts regarding survey evidence in trademark cases in Scandinavia. She was also a member of the Academic Advisory Board at the European Patent Organisation for several years.
Viken is appointed chair of the Norwegian Market Council (Markedsrådet).
Research/teaching areas:
Marketing law, Intellectual Property Law, Consumer Rights and Contract Law.
She received her Ph.D. in law from Copenhagen Business School in 2011, with a dissertation on the evidential value of market surveys in trademark and marketing practice litigation.
Her research focuses on intellectual property law, marketing law and contract law, also discussing borderlines between these fields of law and EU/EEA law. She is a dedicated teacher and has been teaching large and small classes at BI since 1996.
Viken has also been Head of Department of Law and Governance, Associate Dean for the bachelor program in law and business and course responsible for several legal courses at all levels.
Viken is a member of the editorial board for the Journal of Business Law (Tidsskrift for forretningsjus) and peer reviewer for GRUR International and Nordic Intellectual Property Law Review (Nordiskt Immateriellt Râttsskydd – NIR). She is also a member of Karnov Group Norway Advisory Board.
Viken is widely used as an expert witness in courts regarding survey evidence in trademark cases in Scandinavia. She was also a member of the Academic Advisory Board at the European Patent Organisation for several years.
Viken is appointed chair of the Norwegian Market Council (Markedsrådet).
Research/teaching areas:
Marketing law, Intellectual Property Law, Consumer Rights and Contract Law.
Area of Expertise
Publications
Shows
5
of 19 publication(s)
Academic book Kari Birkeland, Gina Bråthen, Monica Viken (2024)
Et selskapsliv : Festskrift til Tore Bråthen
Chapter Monica Viken (2024)
Kan brudd på god meglerskikk utløse sanksjoner etter markedsføringsloven?
Editorial Monica Viken (2023)
When Trade Mark Law Functions Doctrine Preempts Unfair Competition Law
Editorial Monica Viken (2022)
Høyesterett spiller opp – hører vi svanesangen til markedsføringsrettens generalklausul i varemerkesaker?
Article Monica Viken (2020)
The Borderline Between Legitimate and Unfair Copying of Products – A Unified Scandinavian Approach?
Freedom of imitation, outside the boundaries of intellectual property protection, can be considered as a prerequisite for free competition in a free market economy. The rules on unfair competition should therefore not serve to extend exclusive rights beyond their scope and term of protection. On the other hand, regulations within national law that prohibit the unfair copying of products may be justified in order to avoid market failure, being directed towards the optimizing of fair competition among honest traders. The borderline between these two opposite positions is regulated with different approaches in the European countries. This article considers the extent to which the public interest in free competition and the protection of a trader against unfair competition function together in a complementary manner under Scandinavian legislation. In the early 1970s, the Scandinavian countries developed a distinctive approach to regulations on unfair competition under the Marketing Laws. This article undertakes an investigation of these regulations relating to the borderline between legitimate and unfair copying as of 2020, revealing the extent to which there is a unified approach to copying in Scandinavia. Differences between the regulations will have influence on the legal relationship and conflicts among traders operating in all three countries, while a unified Scandinavian approach could serve as a robust solution for navigating the borderline between legitimate and unfair copying. Such analysis might also shed light on how a Scandinavian approach fits into a broader European perspective on this borderline. Thus, the aim of this article is to analyze potential different approaches to the tension between the marketing rules outside the boundaries of intellectual property protection and the principle of legitimate copying. Examination of this borderline can be connected to how the trader’s investments and behaviour are balanced against a market-oriented approach to copying.
Chapter Monica Viken (2020)
Når EMK verner juridiske personer - Illustrert ved nasjonal regulering av markedsføring
Article Irina Eidsvold-Tøien, Monica Viken (2019)
Hvor effektive er de norske opphavsrettslige håndhevingsregler?
Artikkelen sammenligner håndhevingsreglene for opphavsrett (musikk, bøker, filmer etc.) i Norge, Danmark og Sverige. Regelverket er pålagt gjennom et EU-direktiv. Slik vi ser det,har Norge de minst effektive reglene. Det er nesten ingen saker for domstolene på tross av mange anmeldelser og undersøkelser som viser stort omfang av piratkopiering og ulovlig bruk av opphavsrettsbeskyttet innhold. Vår anbefaling er at det norske regelverket bør endres for å komme på linje med det danske, som virker som det mest velfungerende.
Article Monica Viken (2019)
Sterkere virkemidler med utilsiktede konsekvenser i norsk markedsføringslov?
Økt oppmerksomhet rettet mot forbrukervern har ført til at forvaltningsmyndighetene har fått stadig sterkere virkemidler for effektivt å kunne stanse næringsdrivendes lovstridige markedsføring overfor forbrukere. I denne artikkelen ses de seneste endringene i håndhevingsreglene i den norske markedsføringsloven i sammenheng med generelle saksbehandlingsregler og regler om administrative sanksjoner i forvaltningsloven, med EU-rettslige rammer og internasjonale konvensjoner som bakteppe. Forfatteren ser blant annet på hvilke konsekvenser fjerning av kravet om å forsøke frivillig ordning, utvidelse av hjemmelen til å ilegge overtredelsesgebyr og innføring av Forbrukertilsynets primære vedtakskompetanse kan få for saksbehandling og næringsdrivendes rettssikkerhet. Det kan spørres om innføring av sterkere virkemidler i den norske loven er egnet til å oppfylle lovgivers formål om økt effektivitet og tydeliggjøring, eller om endringene gir utilsiktede konsekvenser.
Chapter Monica Viken (2017)
Bevisverdien av markedsundersøkelser - utviklingstendenser i Marknadsdomstolens praksis
Chapter Monica Viken (2016)
Juridiske og etiske rammer for innholdsmarkedsføring
This chapter investigates the legal and ethical framework for content marketing. The use of content marketing necessitates special considerations due to its legal implications for the marketer. In addition, legal rules should be interpreted in accordance with ethical standards for advertising and marketing communication practice. The general provision that all marketing should be designed and presented in such a way that its marketing purpose is clear, serves as a starting point for this legal analysis. As surreptitious advertising is prohibited, the marketer must identify advertising as such. Furthermore, principal rules on marketing practice also apply to content marketing. Thus, legal and ethical analyses include discussions regarding good marketing practice, misleading and unfair advertising, special concerns regarding content marketing directed toward children, evidential rules and law enforcement
Article Monica Viken (2016)
Franchising in Norway – Balancing Complexity in a Contractual Relationship
Chapter Monica Viken (2016)
Hva tenker du på når du ser rødt? (Bruk av farger som varemerke)
Article Monica Viken (2014)
Markedsføring av eiendomsmeglingsvirksomhet - juridiske rammer
Article Monica Viken (2012)
Legal Aspects Regarding the Use of Market Surveys as Evidence
Book Monica Viken (2012)
Markedsundersøkelser som bevis i varemerke- og markedsføringsrett
Boken gir en helhetlig fremstilling av sentrale juridiske aspekter ved bruk av markedsundersøkelser som bevis i varemerke- og markedsføringsrettslige tvister. Markedsundersøkelser fremlegges i dag i stadig større grad som bevis, og behovet for en avklaring av hvordan slike undersøkelser utformes, håndteres og vurderes i juridisk sammenheng har økt i takt med denne utviklingen. Bevisverdien må vurderes på bakgrunn av et samspill mellom juridiske avveininger, samfunnsvitenskapelige kriterier og prosessuelle føringer. Gjennom ulike analyser påviser forfatteren at det finnes retningsgivende kriterier som kan gi god veiledning for utarbeidelse og vurdering av slike undersøkelser. Bokens grundige behandling av den juridiske håndtering av markedsundersøkelser som bevis i Norge, Sverige og Danmark gjør den til et pionerarbeid i skandinavisk sammenheng.
Chapter Monica Viken (2011)
Omsetningskretsens oppfatning som vurderingstema i varemerke- og markedsføringsrett
Article Monica Viken (2009)
Beskyttelse mot uønsket markedsføring etter ny markedsføringslov
Chapter Monica Viken, Ingvild B Ericson, Trygve Bergsåker (2007)
Rettspraksis om eiendomsmeglingsloven
Shows
5
of 18 publication(s)
Interview Monica Viken (2016)
Organisasjoner hemmeligholder hvor mye du betaler for å bli vervet som fadder
Interview Monica Viken (2016)
Nye anklager mot Hanvold i NRK-dokumentar
Interview Monica Viken (2016)
Youtube generasjonen Bestevenn til salgs
Feature article Monica Viken (2016)
Diskusjonen om innholdsmarkedsføring har handlet mest om Vær Varsom-plakaten. Det er en alt for snever debatt.
Feature article Monica Viken (2016)
Når man ikke eier "Skam"
Interview Monica Viken (2015)
Bryter loven på Snapchat
Interview Monica Viken (2015)
Opererer i juridisk grenseland. Om markedsføring av mirakler
Interview Monica Viken (2014)
Toro-stunt kan være brudd på god forretningsskikk
Interview Monica Viken (2014)
Vurdering av konkurranseregler i markedsføring
Interview Monica Viken (2014)
Rettens dilemma i hotellstrid - hvem snakker sant?
Interview Monica Viken (2014)
Sportskjeder i krangel i retten
Interview Monica Viken (2013)
Strømpriser - villedende markedsføring?
Interview Monica Viken (2013)
Språk i boligannonser - juridiske rammer
Interview Monica Viken (2013)
Produktkopiering i dagligvarebransjen
Participation in media Monica Viken (2012)
Juridisk ekspert på Forbrukerinspektørene NRK - Salg av bolig privat
Interview Monica Viken (2012)
Intervju om villedende markedsføring, TV2 Hjelper deg
Interview Monica Viken (2012)
Intervju. Om salg av hytte med gratis bil på kjøpet - villedende markedsføring
Interview Monica Viken (2011)
Omtale i forskning. no. Bevis fra markedet i retten
Shows
5
of 52 publication(s)
Conference lecture Monica Viken (2025)
Consumer Surveys in Trademark Litigation: Reflections on Proportionality, Democracy and Procedural Fairness
Consumer Surveys in Trademark Litigation: Reflections on Proportionality, Democracy and Procedural Fairness Professor Monica Viken, BI Norwegian Business School Consumer perception within the relevant public is important in trademark litigations, e.g. when assessing whether a trademark is distinctive, has gained reputation, is confusing or misleading. As evidence of consumer perceptions consumer surveys are admissible, stated in CJEU-judgements, national court decisions, national patent offices, EUIPO Examinations guidelines and the EUPIN-report CP 12. Holding that the results from a consumer survey is a factual based alternative to the judicial construct of an “average consumer”, there is a division between a statistical approach to consumer perceptions on the one hand and a normative approach on the other. This is in itself not a problem, but differences in litigations costs between the two alternatives can raise questions of proportionality, democracy and procedural fairness. Firstly, conducting a survey has traditionally been costly and it can be questioned whether a consumer survey as evidence is proportionate with an added value to the case at hand. The probative value and flaws in the survey's methodology are addressed by the administrative bodies and the courts, and if a survey is found not to be conducted in line with the needed quality-standard it will be dismissed. Are this risk and considerations on proportionality been reflected by the litigants? Secondly, it can be argued that it is a democracy problem if only large entities are able to put in the needed resources to meet the scientific criteria when conducting a survey, while small entities cannot. Indeed, if the lack of consumer survey is seen as evident in disfavor by courts and administrative bodies, the democracy problem is put forth to a greater extent. Thirdly, increased use of consumer surveys as evidence increases litigation costs substantially in trademark infringement cases and in the registration processes. In cases where each of the parties conduct surveys subsequently arriving at different conclusions and expert witnesses on both sides criticize their counterpart’s survey, then the consequences in terms of litigation costs will be further stressed. These cost-driven cases can in general put pressure on procedural fairness. In this paper, I will reflect on whether consumer surveys are justifiable in trademark disputes based on these three angles.
Event Monica Viken (2025)
The future of copyright in the age of AI
Almost everyone uses AI tools on a daily basis—but what place do AI-generated outputs occupy in copyright law? Who is the author, and what is protected? This event explores current developments on both sides of the Atlantic. Professor Jane C. Ginsburg will examine how copyright law may respond to claims of proprietary rights in AI-generated works. She will explain why the human-centered foundation of U.S. copyright law supports the position taken by the Copyright Office and courts: AI-generated outputs are not considered “works of authorship” unless a human has played a determinative role in their creation. Professor Caterina Sganga will discuss the European Union's evolving approach to regulating AI-generated content. Drawing on findings from the H2020 project reCreating Europe, she will highlight key policy recommendations for the treatment of AI outputs under copyright. She will also address Article 53 of the AI Act and the obligations it imposes on providers of general-purpose AI models (GPAIMs), particularly in relation to the general text and data mining (TDM) exception under Article 4 of the CDSMD. Finally, she will consider the latest developments in the third draft of the General-Purpose AI Code of Practice recently published by the European Commission. Discussant(s): Thomas Streinz (European University Institute) Professor Monica Viken (BI Norwegian Business School)
Academic book Tore Lunde, Monica Viken, Inger Berg Ørstavik (2025)
Varemerkeloven. Lovkommentar
Conference lecture Monica Viken (2024)
Det opphavsrettslige vernet for brukskunst og forholdet til markedsføringsloven
Textbook Sverre Faafeng Langfeldt, Tore Kristian Bråthen, Monica Viken, Stine Winger Minde (2024)
Lov og rett for næringslivet
Textbook Sverre Faafeng Langfeldt, Tore Kristian Bråthen, Monica Viken, Stine Winger Minde (2023)
Lov og rett for næringslivet
Textbook Sverre Faafeng Langfeldt, Tore Bråthen, Monica Viken, Stine Winger Minde (2022)
Lov og rett for næringslivet
Textbook Stine Winger Minde, Monica Viken (2021)
Innføring i forretningsjus
Book Stine Winger Minde, Monica Viken, Tore Bråthen, Sverre Faafeng Langfeldt (2021)
Lov og rett for næringslivet
Textbook Stine Winger Minde, Monica Viken (2020)
Innføring i forretningsjus
Lecture Monica Viken (2020)
Proving reputation by survey evidence - a Nordic perspective
Textbook Stine Winger Minde, Monica Viken, Tore Bråthen, Sverre Faafeng Langfeldt (2020)
Lov og rett for næringslivet
Lecture Monica Viken (2019)
Markedsundersøkelser - hvor går vi nå?
Lecture Irina Eidsvold-Tøien, Monica Viken (2019)
DnD og filmpakka- reduserte inntekter pga. digitaliseringen fører til mindre mangfold
Om forskning som viser at digitaliseringen reduserer mangfoldet, ved at de største for mer, mens flankene svekkes.
Textbook Stine Winger Minde, Monica Viken (2019)
Innføring i forretningsjus
Textbook Stine Winger Minde, Monica Viken, Tore Bråthen, Sverre Faafeng Langfeldt (2019)
Lov og rett for næringslivet
Lecture Irina Eidsvold-Tøien, Monica Viken (2018)
The most stringent in Scandinavia, Norwegian Enforcement Regulation
A presentation on the topic from an article we have written on the Norwegian enforcement regulation for copyright on internet, and how it is not sufficient efficient, as we see it.
Textbook Stine Winger Minde, Monica Viken, Tore Bråthen, Sverre Faafeng Langfeldt (2018)
Lov og rett for næringslivet
Conference lecture Monica Viken (2018)
Håndheving av markedsføringsloven - nye regler
Textbook Stine Winger Minde, Monica Viken (2018)
Innføring i forretningsjus
Lecture Monica Viken (2018)
Bruk av markedsundersøkelser som bevis ved innarbeidelse av varemerker
Lecture Monica Viken (2017)
Best practices: Ways to integrate IP in business schools
Conference lecture Monica Viken (2017)
Vernet for produktetterligning etter markedsføringsloven
Textbook Stine Winger Minde, Monica Viken, Tore Bråthen, Sverre Faafeng Langfeldt (2017)
Lov og rett for næringslivet
Conference lecture Monica Viken (2017)
Endringer i markedsføringslovens håndhevingsregler
Lecture Irina Eidsvold-Tøien, Monica Viken (2017)
The film industry («filmpakka»)
Textbook Stine Winger Minde, Monica Viken (2017)
Innføring i forretningsjus
Conference lecture Monica Viken (2017)
Markedsundersøkelser i varemerkesaker
Textbook Stine Winger Minde, Monica Viken (2016)
Innføring i forretningsjus
Textbook Stine Winger Minde, Monica Viken, Tore Bråthen, Sverre Faafeng Langfeldt (2016)
Lov og rett for næringslivet
Textbook Stine winger Minde, Monica Viken (2015)
Innføring i forretningsjus
Lecture Irina Eidsvold-Tøien, Monica Viken (2015)
KULMEDIA-programmet, Digitization and Diversity The film industry («filmpakka»)
Textbook Sverre Faafeng Langfeldt, Tore Bråthen, Monica Viken, Stine winger Minde (2015)
Lov og rett for næringslivet
Article Monica Viken (2014)
Konkurranser og premier som lokkemiddel for inngåelse av oppdrag
Conference lecture Monica Viken (2014)
Markedsundersøkelsers bevisverdi - europeisk praksis
Lecture Monica Viken (2013)
Markedsføring av eiendom og meglertjenester
Lecture Monica Viken (2013)
Foredrag: Markedsføring av eiendom - Juridiske rammer
Article Monica Viken (2013)
Etterligning av typehus. Gulating lagmannsrettsdom av 4. juli 2013
Lecture Monica Viken (2012)
Foredrag: Market surveys in court cases
Conference lecture Monica Viken (2012)
Foredrag om "Markedsundersøkelser som bevis i varemerke- og markedsføringsrett"
Conference lecture Monica Viken (2012)
Foredrag om Immaterialrett i innovasjonsledelse
Conference lecture Monica Viken (2012)
Presentation "Legal aspects regarding the use of market surveys as evidence"
Conference lecture Monica Viken (2012)
Foredrag om "Markedsundersøkelser som bevis i varemerkeretten"
Lecture Monica Viken (2011)
Foredrag "Markedsføring - må vi skjerpe oss?"
Conference lecture Monica Viken (2011)
Foredrag "Markedsundersøkelser som bevis for omsetningskretsens oppfatning"
Conference lecture Monica Viken (2011)
Foredrag "Hva marknaden känner till - Marknadsundersökningar som bevismedel i Norge, Danmark, Tyskland och i EU-domstolen"
Conference lecture Monica Viken (2010)
Foredrag "Bruk av undersøkelseskriterier i en juridisk kontekst"
Conference lecture Monica Viken (2010)
Foredrag "Markedsundersøkelser som bevis"
Book Monica Viken (2009)
Markedsrett: Studieguide
Article Monica Viken (2007)
Etterligningsbeskyttelse etter markedsføringsloven når patenttiden er utløpt
Article Monica Viken (2005)
Villedende illustrasjoner i boligannonser
| Year | Academic Department | Degree |
|---|---|---|
| 2011 | Copenhagen Business School | Ph.D. |
| 1995 | University of Oslo | Master Cand. Jur. |
| Year | Employer | Job Title |
|---|---|---|
| 2020 - Present | BI Norwegian Business School | Professor |
| 2012 - Present | BI Norwegian Business School | Associate Professor |
| 2005 - 2011 | BI Norwegian Business School | Senior Lecturer |
| 1995 - 2005 | BI Norwegian Business School | Lecturer |