發(fā)布時(shí)間：2018-04-23 18:09

  本文選題：網(wǎng)絡(luò)搜索競(jìng)價(jià)排名 + 惡意點(diǎn)擊�。� 參考：《西南政法大學(xué)》2012年碩士論文

【摘要】：互聯(lián)網(wǎng)搜索引擎的使用已經(jīng)越來(lái)越多,而基于此產(chǎn)生的競(jìng)價(jià)排名起步不久。網(wǎng)絡(luò)搜索引擎作為信息傳播的載體，應(yīng)以一種公正、公平的準(zhǔn)則提供真實(shí)、完整的信息查詢服務(wù)，滿足大眾的知情權(quán)。對(duì)競(jìng)價(jià)排名的合理規(guī)制絕非是對(duì)其的限制，從長(zhǎng)遠(yuǎn)看，只有合理地規(guī)制，才能使各方利益得到有效保護(hù)，搜索引擎業(yè)得以健康有序發(fā)展。1全文共分四部分： 第一部分是網(wǎng)絡(luò)搜索競(jìng)價(jià)排名的界定及法律屬性。本部分從競(jìng)價(jià)排名模式的起源著手，結(jié)合網(wǎng)絡(luò)搜索競(jìng)價(jià)排名的運(yùn)行原理，對(duì)競(jìng)價(jià)排名與固定排名、競(jìng)價(jià)排名與自然排名這兩組概念進(jìn)行了區(qū)分，進(jìn)而結(jié)合商業(yè)廣告的構(gòu)成要件，從四個(gè)方面分析了網(wǎng)絡(luò)搜索競(jìng)價(jià)排名的法律屬性，認(rèn)為競(jìng)價(jià)排名是一種搜索引擎服務(wù)，它具備了商業(yè)廣告的全部構(gòu)成要件，其實(shí)質(zhì)就是在搜索結(jié)果上進(jìn)行的一種廣告行為，屬于一種網(wǎng)絡(luò)廣告，雖然它本身是技術(shù)創(chuàng)新和經(jīng)營(yíng)管理創(chuàng)新的產(chǎn)物，但這種創(chuàng)新和發(fā)展不應(yīng)是脫離法律監(jiān)管的理由。 第二部分是網(wǎng)絡(luò)搜索競(jìng)價(jià)排名引發(fā)的問(wèn)題。本部分主要闡釋的是網(wǎng)絡(luò)搜索競(jìng)價(jià)排名引發(fā)的一系列突出問(wèn)題：其一，惡意點(diǎn)擊。其二，競(jìng)價(jià)排名中的虛假?gòu)V告。其三，競(jìng)價(jià)排名中的壟斷行為。其四，競(jìng)價(jià)排名損害網(wǎng)站的合法權(quán)益。其五，競(jìng)價(jià)排名損害消費(fèi)者的信賴?yán)妗?第三部分是我國(guó)競(jìng)價(jià)排名法律規(guī)制面臨的法律困境。本部分分析的是當(dāng)前我國(guó)網(wǎng)絡(luò)搜索競(jìng)價(jià)排名法律規(guī)制面臨的法律困境，主要體現(xiàn)在《廣告法》、《信息網(wǎng)絡(luò)傳播權(quán)保護(hù)條例》、《侵權(quán)責(zé)任法》的適用上，具體表現(xiàn)在：在《廣告法》方面主要有網(wǎng)絡(luò)搜素引擎公司是否具備發(fā)布網(wǎng)絡(luò)廣告的資格；網(wǎng)絡(luò)搜索競(jìng)價(jià)排名收費(fèi)是否進(jìn)行了備案登記；依據(jù)現(xiàn)行法律將導(dǎo)致搜索引擎服務(wù)商的責(zé)任過(guò)重；發(fā)布食品廣告、醫(yī)療廣告有特殊規(guī)定等問(wèn)題。在《信息網(wǎng)絡(luò)傳播權(quán)保護(hù)條例》方面主要是第23條的規(guī)定僅適用于網(wǎng)絡(luò)公司存在主觀上的明知狀態(tài)時(shí)才會(huì)產(chǎn)生責(zé)任。對(duì)于事前的預(yù)防，比如審查義務(wù)和注意義務(wù)都沒(méi)有明確的法律依據(jù)。《侵權(quán)責(zé)任法》方面主要是類似第36條都指向一點(diǎn)：難以認(rèn)定搜索引擎公司的責(zé)任。 第四部分是完善我國(guó)競(jìng)價(jià)排名法律規(guī)制的對(duì)策措施。本部分基于我國(guó)的實(shí)際情況，對(duì)競(jìng)價(jià)排名法律規(guī)制提出了四個(gè)方面的對(duì)策建議： 第一，制定專門(mén)的網(wǎng)絡(luò)廣告法。在完善網(wǎng)絡(luò)廣告法的過(guò)程中要明確網(wǎng)絡(luò)廣告法的立法思路。網(wǎng)絡(luò)廣告法的制定不能脫離廣告立法的基本原則，在秉承公平原則，真實(shí)、合法原則以及誠(chéng)實(shí)信用原則的基礎(chǔ)上，網(wǎng)絡(luò)廣告法的立法思路表現(xiàn)為：對(duì)網(wǎng)絡(luò)廣告的主體和行為進(jìn)行規(guī)制，從網(wǎng)絡(luò)廣告的基本準(zhǔn)則入手，限定網(wǎng)絡(luò)運(yùn)營(yíng)商及其他廣告參與主體的活動(dòng)，重點(diǎn)突出廣告行政主管部門(mén)的審查職責(zé)，對(duì)網(wǎng)絡(luò)廣告中的法律責(zé)任進(jìn)行明確界定。針對(duì)目前其他法律適用的困境和當(dāng)前網(wǎng)絡(luò)廣告法律關(guān)系的內(nèi)容，網(wǎng)絡(luò)廣告法應(yīng)重點(diǎn)對(duì)以下內(nèi)容作出規(guī)定：在網(wǎng)絡(luò)廣告法中明確規(guī)定競(jìng)價(jià)排名的廣告屬性；設(shè)置網(wǎng)絡(luò)搜索競(jìng)價(jià)排名的條件；在技術(shù)層面上進(jìn)行改進(jìn)，以防止點(diǎn)擊欺詐。 第二，修訂現(xiàn)有法律，完善法律機(jī)制。包括：在《商標(biāo)法》及實(shí)施條例中明確網(wǎng)絡(luò)服務(wù)商的間接侵權(quán)責(zé)任；完善《反不正當(dāng)競(jìng)爭(zhēng)法》對(duì)“搭便車”行為的規(guī)制；完善訴訟機(jī)制，預(yù)防網(wǎng)絡(luò)壟斷。 第三，依托《侵權(quán)責(zé)任法》，改進(jìn)“避風(fēng)港”規(guī)則的適用�！氨茱L(fēng)港”規(guī)則恰恰體現(xiàn)了權(quán)利的正義。權(quán)利正義通過(guò)法律規(guī)范得到充分體現(xiàn)，而權(quán)利正義的法存在是權(quán)利正義存在的最主要形式。具體到網(wǎng)絡(luò)廣告而言，網(wǎng)絡(luò)服務(wù)商提供的網(wǎng)絡(luò)服務(wù)是中立的，要對(duì)其附加一項(xiàng)審查競(jìng)價(jià)排名者的義務(wù)似乎有一定的難度。應(yīng)當(dāng)根據(jù)《侵權(quán)責(zé)任法》的規(guī)定，構(gòu)建起競(jìng)價(jià)排名的避風(fēng)港規(guī)則，既要有利于保護(hù)權(quán)利人權(quán)益，又能為競(jìng)價(jià)排名的功能的正當(dāng)發(fā)揮提供保障。 第四，形成監(jiān)管與自律的良性互動(dòng)機(jī)制。 競(jìng)價(jià)排名的法律規(guī)制中工商部門(mén)的監(jiān)管就是關(guān)鍵一環(huán)，具體內(nèi)容可以從監(jiān)管平臺(tái)構(gòu)建、競(jìng)價(jià)排名違規(guī)行為的預(yù)警機(jī)制、監(jiān)管手段、監(jiān)管強(qiáng)度、監(jiān)管對(duì)象等五個(gè)方面進(jìn)行完善。要形成與監(jiān)管良性互動(dòng)，網(wǎng)絡(luò)服務(wù)商的自律行為內(nèi)容包括：其一，網(wǎng)絡(luò)服務(wù)商應(yīng)當(dāng)對(duì)其經(jīng)營(yíng)的搜索引擎網(wǎng)站自身做一次全面的自查清理，針對(duì)已有的不合法內(nèi)容和現(xiàn)象及時(shí)清查并處理；其二，，對(duì)于可能構(gòu)成共同侵權(quán)的情形要謹(jǐn)慎對(duì)待，因此網(wǎng)絡(luò)服務(wù)商要加強(qiáng)對(duì)合作的鏈接網(wǎng)站提供者權(quán)限合法性的審查和監(jiān)測(cè)，倘若合作的鏈接網(wǎng)站有侵權(quán)嫌疑，應(yīng)在合法框架內(nèi)采取積極有效措施；其三，網(wǎng)絡(luò)服務(wù)商應(yīng)當(dāng)以促進(jìn)搜索引擎行業(yè)健康發(fā)展為己任，積極克服當(dāng)前社會(huì)大眾對(duì)搜索引擎服務(wù)的信任缺失，具體解決方法是將搜索引擎服務(wù)進(jìn)行分離。在此基礎(chǔ)上政府部門(mén)的監(jiān)管和網(wǎng)絡(luò)服務(wù)商的自律進(jìn)行權(quán)力與權(quán)利的互動(dòng)，容易形成有效的監(jiān)管，網(wǎng)絡(luò)廣告法律關(guān)系主體之間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.

【學(xué)位授予單位】：西南政法大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：D922.294;D923

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