付费搜索广告发布主体定位、审核义务及其治理
发布时间：2018-08-10 20:09
【摘要】：付费搜索信息服务的法律性质以及搜索引擎平台的广告主体定位是解决搜索引擎平台审核义务及规制的先决性问题。付费搜索信息服务的广告法律属性已被立法确认。鉴于付费搜索商业模式特殊性,通过考察搜索引擎平台的行为模式以及对广告内容的控制能力强弱,区分情形确定平台广告发布主体地位及其审核义务。针对付费搜索广告带来的全新变化,充分发挥平台自我规制、政府后设规制、行业自律管理等治理机制的作用,构筑多元合作治理格局。
[Abstract]:The legal nature of the paid search information service and the orientation of the advertising subject of the search engine platform are the first problems to solve the audit obligation and regulation of the search engine platform. The legal attributes of advertising for paid search information services have been confirmed by legislation. In view of the particularity of the paid search business model, by investigating the behavior mode of search engine platform and the control ability of advertising content, the main status and audit obligation of advertising publishing on the platform are determined. In view of the new changes brought by paid search advertising, we should give full play to the role of governance mechanism such as platform self-regulation, government regulation, industry self-discipline management and so on, so as to build a pluralistic cooperative governance pattern.
【作者单位】： 河南大学民生学院;
【分类号】：D922.294
本文编号：2176066
[Abstract]:The legal nature of the paid search information service and the orientation of the advertising subject of the search engine platform are the first problems to solve the audit obligation and regulation of the search engine platform. The legal attributes of advertising for paid search information services have been confirmed by legislation. In view of the particularity of the paid search business model, by investigating the behavior mode of search engine platform and the control ability of advertising content, the main status and audit obligation of advertising publishing on the platform are determined. In view of the new changes brought by paid search advertising, we should give full play to the role of governance mechanism such as platform self-regulation, government regulation, industry self-discipline management and so on, so as to build a pluralistic cooperative governance pattern.
【作者单位】： 河南大学民生学院;
【分类号】：D922.294
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