搜索引擎竞价排名中的商标侵权行为及其认定

发布时间：2018-06-30 06:17

本文选题：竞价排名 + 商标侵权　；参考：《法制博览》2015年23期

【摘要】：竞价排名服务,是由企业购买关键词,并按照付费高低出现在搜索结果列表中,通过网络用户的点击增加企业的商业机会。在竞价排名的行为中,首先分析竞价者的行为构成商标侵权还是构成不正当竞争,然后以此为前提认定搜索引擎服务商的是否存在相应的侵权行为。在竞价者的几种不同类型的行为中,竞价者商标性使用权利人的商标的构成商标侵权,竞价者使用商标仅构成售前混淆的,则构成不正当竞争。而搜索引擎服务商的侵权行为则由其是否存在故意为标准,若是搜索引擎服务商明知存在侵权行为而不断开相关链接则为侵权,反之则不侵权。对于搜索引擎服务商是否存在故意的主观状态由其是否尽到相应的注意义务为准,根据关键词确定前和被发现侵权前将注意义务分为三个阶段,同时借鉴美国版权法的红旗标准和避风港原则确立搜索引擎服务商的注意义务。
[Abstract]:The bidding ranking service is used by enterprises to buy keywords and appear in the search results list according to the payment level to increase the business opportunities of enterprises through the click of network users. In the behavior of bidding ranking, the author first analyzes whether the behavior of the bidder constitutes trademark infringement or unfair competition, and then determines whether the search engine service provider has the corresponding infringement on this premise. In several different types of behavior of the bidder, the trademark of the owner of the trademark used by the bidder constitutes trademark infringement, and the use of the trademark by the bidder only constitutes confusion before sale, which constitutes unfair competition. The tort behavior of search engine service provider is defined by whether it exists intentionally or not. If search engine service provider knows the existence of infringement and keeps opening related links, it is tort, otherwise, it does not infringe. Whether the search engine service provider has the subjective state of intent is determined by whether they fulfill the corresponding duty of care, according to the keyword determination and before the discovery of the tort, the duty of care is divided into three stages. At the same time, draw lessons from the red flag standard of American copyright law and the principle of safe haven to establish the duty of care of search engine service provider.
【作者单位】：华东政法大学;
【分类号】：D923.43

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