网络搜索竞价排名的法律规制研究

发布时间：2018-04-23 18:09

本文选题：网络搜索竞价排名 + 恶意点击　；参考：《西南政法大学》2012年硕士论文

【摘要】：互联网搜索引擎的使用已经越来越多,而基于此产生的竞价排名起步不久。网络搜索引擎作为信息传播的载体，应以一种公正、公平的准则提供真实、完整的信息查询服务，满足大众的知情权。对竞价排名的合理规制绝非是对其的限制，从长远看，只有合理地规制，才能使各方利益得到有效保护，搜索引擎业得以健康有序发展。1全文共分四部分：第一部分是网络搜索竞价排名的界定及法律属性。本部分从竞价排名模式的起源着手，结合网络搜索竞价排名的运行原理，对竞价排名与固定排名、竞价排名与自然排名这两组概念进行了区分，进而结合商业广告的构成要件，从四个方面分析了网络搜索竞价排名的法律属性，认为竞价排名是一种搜索引擎服务，它具备了商业广告的全部构成要件，其实质就是在搜索结果上进行的一种广告行为，属于一种网络广告，虽然它本身是技术创新和经营管理创新的产物，但这种创新和发展不应是脱离法律监管的理由。第二部分是网络搜索竞价排名引发的问题。本部分主要阐释的是网络搜索竞价排名引发的一系列突出问题：其一，恶意点击。其二，竞价排名中的虚假广告。其三，竞价排名中的垄断行为。其四，竞价排名损害网站的合法权益。其五，竞价排名损害消费者的信赖利益。第三部分是我国竞价排名法律规制面临的法律困境。本部分分析的是当前我国网络搜索竞价排名法律规制面临的法律困境，主要体现在《广告法》、《信息网络传播权保护条例》、《侵权责任法》的适用上，具体表现在：在《广告法》方面主要有网络搜素引擎公司是否具备发布网络广告的资格；网络搜索竞价排名收费是否进行了备案登记；依据现行法律将导致搜索引擎服务商的责任过重；发布食品广告、医疗广告有特殊规定等问题。在《信息网络传播权保护条例》方面主要是第23条的规定仅适用于网络公司存在主观上的明知状态时才会产生责任。对于事前的预防，比如审查义务和注意义务都没有明确的法律依据。《侵权责任法》方面主要是类似第36条都指向一点：难以认定搜索引擎公司的责任。第四部分是完善我国竞价排名法律规制的对策措施。本部分基于我国的实际情况，对竞价排名法律规制提出了四个方面的对策建议：第一，制定专门的网络广告法。在完善网络广告法的过程中要明确网络广告法的立法思路。网络广告法的制定不能脱离广告立法的基本原则，在秉承公平原则，真实、合法原则以及诚实信用原则的基础上，网络广告法的立法思路表现为：对网络广告的主体和行为进行规制，从网络广告的基本准则入手，限定网络运营商及其他广告参与主体的活动，重点突出广告行政主管部门的审查职责，对网络广告中的法律责任进行明确界定。针对目前其他法律适用的困境和当前网络广告法律关系的内容，网络广告法应重点对以下内容作出规定：在网络广告法中明确规定竞价排名的广告属性；设置网络搜索竞价排名的条件；在技术层面上进行改进，以防止点击欺诈。第二，修订现有法律，完善法律机制。包括：在《商标法》及实施条例中明确网络服务商的间接侵权责任；完善《反不正当竞争法》对“搭便车”行为的规制；完善诉讼机制，预防网络垄断。第三，依托《侵权责任法》，改进“避风港”规则的适用。“避风港”规则恰恰体现了权利的正义。权利正义通过法律规范得到充分体现，而权利正义的法存在是权利正义存在的最主要形式。具体到网络广告而言，网络服务商提供的网络服务是中立的，要对其附加一项审查竞价排名者的义务似乎有一定的难度。应当根据《侵权责任法》的规定，构建起竞价排名的避风港规则，既要有利于保护权利人权益，又能为竞价排名的功能的正当发挥提供保障。第四，形成监管与自律的良性互动机制。竞价排名的法律规制中工商部门的监管就是关键一环，具体内容可以从监管平台构建、竞价排名违规行为的预警机制、监管手段、监管强度、监管对象等五个方面进行完善。要形成与监管良性互动，网络服务商的自律行为内容包括：其一，网络服务商应当对其经营的搜索引擎网站自身做一次全面的自查清理，针对已有的不合法内容和现象及时清查并处理；其二，，对于可能构成共同侵权的情形要谨慎对待，因此网络服务商要加强对合作的链接网站提供者权限合法性的审查和监测，倘若合作的链接网站有侵权嫌疑，应在合法框架内采取积极有效措施；其三，网络服务商应当以促进搜索引擎行业健康发展为己任，积极克服当前社会大众对搜索引擎服务的信任缺失，具体解决方法是将搜索引擎服务进行分离。在此基础上政府部门的监管和网络服务商的自律进行权力与权利的互动，容易形成有效的监管，网络广告法律关系主体之间的利益也容易形成均衡。
[Abstract]:The use of Internet search engines has become more and more, and the bidding ranking based on this is not long. As a carrier of information dissemination, network search engines should provide a fair and fair criterion to provide real and complete information inquiry services to meet the public's right to know. In the long run, only with reasonable regulation can the interests of all parties be effectively protected, and the search engine industry can develop healthily and orderly. The full text of.1 is divided into four parts.
The first part is the definition and legal attribute of the bidding ranking of network search. This part begins with the origin of the bidding ranking mode and combines the operating principle of the network search bidding ranking, distinguishes the two concepts of the bidding ranking and the fixed ranking, the bidding ranking and the natural ranking, and then combines the components of the commercial advertisement from four parties. It analyzes the legal attribute of the bidding ranking of network search, and thinks that the bidding ranking is a kind of search engine service. It has all the components of the commercial advertisement, and its essence is a kind of advertising behavior in the search result, which belongs to a kind of network advertisement, although it itself is the product of technological innovation and management innovation, but this is the product of the innovation of technology and management. Innovation and development should not be the reason for breaking away from legal supervision.
The second part is the problem caused by the network search bidding ranking. This part mainly explains a series of outstanding problems caused by the network search bidding ranking: first, malicious click. Second, the false advertising in the bidding rankings. Third, the monopoly behavior in the bidding rankings. Fourthly, the competitive price ranking damages the legitimate rights and interests of the website. The name damages the trust interest of the consumer.
The third part is the legal predicament facing the legal regulation of China's bidding ranking. This part analyzes the legal predicament facing the legal regulation of the competition ranking of Internet search in our country, which is mainly embodied in the application of the advertising law, the protection regulations of the information network transmission right and the tort liability law, which are mainly manifested in the advertising law. Whether the network search engine company has the qualifications to publish the network advertising; whether the network search bidding fee has been put on record registration; according to the current law will lead to the heavy responsibility of the search engine service providers; the publication of food advertising, medical advertisements have special provisions and other issues. It is the twenty-third rule that only applies to a network company that has a subjective state of knowledge. There is no clear legal basis for pre - incident prevention, such as censorship and duty of care. The "tort liability law" is mainly similar to thirty-sixth points: it is difficult to identify the responsibility of the search engine company.
The fourth part is the countermeasures to improve the legal regulation of China's bidding ranking. Based on the actual situation of our country, this part puts forward four countermeasures and suggestions on the legal regulation of the bidding ranking.
First, set up a special network advertising law. In the process of perfecting the Internet advertising law, we should make clear the legislative ideas of the network advertising law. The establishment of the network advertising law can not be separated from the basic principles of the advertising legislation. On the basis of the principle of fairness, the truth, the legal principle and the principle of honesty and credit, the legislative ideas of the network advertising act are manifested as: To regulate the subject and behavior of Internet advertising, start with the basic principles of Internet advertising, limit the activities of network operators and other advertising participants, focus on the examination and responsibility of the Department of advertising administration, and define the legal responsibility in the network advertisement. The content of the legal relationship of advertising, the network advertising law should focus on the following provisions: in the network advertising law clearly stipulates the advertising properties of the bidding ranking; setting the network search for the conditions of bidding ranking; at the technical level to improve, in order to prevent click fraud.
Second, revising the existing laws and perfecting the legal mechanism, including: in the trademark law and the implementation of the regulations to clarify the indirect tort liability of network service providers; improve the "Anti Unfair Competition Law > to" the "hitchhiker" behavior regulation; improve the litigation mechanism to prevent the network monopoly.
Third, relying on the tort liability law to improve the application of the "haven" rules. The "haven" rules reflect right justice. Right justice is fully embodied through legal norms, and right justice is the most important form of right and justice. There seems to be a certain degree of difficulty in the obligation to attach a competitive bidding ranking person to its duty. It should be set up in accordance with the provisions of the tort liability law.
Fourth, a benign interaction mechanism between supervision and self-discipline is formed.
In the legal regulation of bidding ranking, the supervision of the industry and Commerce Department is a key link. The specific content can be perfected from five aspects, namely, the supervision platform, the warning mechanism of the bidding violation, the supervision means, the supervision intensity, the supervision object and so on. Network service providers should do a thorough self-examination and clean up their own search engine websites, check and deal with the existing illegal contents and phenomena in time and handle them in a timely manner; secondly, be cautious about the situation that may constitute a joint tort, so the network service provider should strengthen the legitimacy of the permissions to the cooperative web site providers. Examination and monitoring, if the linked web site is suspected of infringement, should take active and effective measures within the legal framework; thirdly, the network service provider should promote the healthy development of the search engine industry as its own task, and actively overcome the current social public's trust and lack of search engine service. The concrete solution is to carry out the search engine service. On this basis, the supervision of the government departments and the interaction between the self-discipline of the network service providers and the power and power can easily form effective supervision, and the interests of the legal relations among the Internet advertisements are easily balanced.

【学位授予单位】：西南政法大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：D922.294;D923

【参考文献】