竞价排名的广告属性与法律调整

The Advertising Properties and Legal Adjustment of Bidding Rank

竞价排名作为一种新生事物,在其自然演进的过程中,出现了诸多问题期待法律予以回应。但是,在此领域出现了法律的真空地带,存在很多制度缺失。本文从竞价排名的法律性质谈起,分析了竞价排名实质是一种自然算法与人工干预的组合,对于人工干预部分是法律规制之重点所在。结合现实中竞价排名的乱象以及现实困境,通过将其定位为商业广告,以及借鉴美国相关制度设计,来完善我国竞价排名市场的有效法律调整。

Bidding rank, as a newborn thing, has confronted with many problems in its natural process of evolution. These problems are all urgently expecting the legal system to respond to. While due to the institutional deficiency ,there is a legal vacuum in this field. This paper will begin with the analysis of the legal character of bidding rank. During the analysis ,the author defines bidding rank to be the combination of natural computation and manual intervention, while the focal point of the laws and regulations should be in the latter. In this paper,the problems and the dilemma of bidding rank in reality are extensively reviewed. At the same time,bidding rank is positioned as a type of commercial advertisement. At the last part,this paper takes note of the success of the related American system and introduces a powerful legal adjustment of the bidding rank market for our country.