“搜索引擎竞价排名”的法律规制

Acta Metallurgica Sinica(English letters)

“搜索引擎竞价排名”的法律规制

胡丹

北京邮电大学人文学院，北京100876

收稿日期:2009-10-29 修回日期:2009-12-25 出版日期:2009-12-30

LegislativeRegulationontheBiddingRankSystemofSearchEngines

HU Dan

School of Humanities, BUPT, Beijing 100876, China

Received:2009-10-29 Revised:2009-12-25 Online:2009-12-30

摘要/Abstract

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刚刚起步。首先分析了竞价排名的法律性质和发展现状；对部分网络运营企业采取恶意点击、恶意屏蔽、滥用市场地位等手段追逐高额利润的现象进行分析；在没有相应的法律对其规制的前提下，提出了加强运营商自身监管、提高技术手段规避风险，尽快完善法律等建议，以期待竞价排名的健康发展。

关键词: 搜索引擎, 盈利模式, 关键词广告, 竞价排名

Abstract:

Along with the increase of online users of search engine service, the bidding rank system has emerged, though still in the initial stage In this article, the nature and statusquo of the bidding rank system is analyzed from legislative perspective Moreover, the phenomenon of network operators gain profit by malicious click, screening and abuse of market position is analyzed Under the current situation of no law frame can be referred to, proposals are made on strengthening selfregulation and improving technology on the side of operators to avoid risk On the legislation part, corresponding mechanism shall be brought forward and bettered to enhance healthy advancement of the search engine

Key words: searchengine, profitmodel, keywordsadvertising, biddingrank

中图分类号:

胡丹. “搜索引擎竞价排名”的法律规制[J]. Acta Metallurgica Sinica(English letters).

HU Dan.

LegislativeRegulationontheBiddingRankSystemofSearchEngines

[J]. Acta Metallurgica Sinica(English letters).

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