搜索引擎竞价排名的法律规范规制

The Legal Norms and Regulations of Search Engine Bidding

目前对搜索引擎竞价排名进行规制的法律规范还比较混乱,既有直接针对性的,也有在适用上存在争论的,还有应该适用而实际上并不适用的。对搜索引擎竞价排名进行规制的法律规范规制的混乱和滞后,其深层原因在于我国对虚拟社会监管的种种不足,如:监管者对现实社会与虚拟社会之间的关系的认识不足;全能型监管模式下非重点监管领域的应急性监管成为必然;监管者专业知识优势的弱化等。完善对搜索引擎竞价排名的法律规范规制,应该进一步明确互联网信息搜索服务提供者的资质要求;确认搜索引擎竞价排名与网络商业广告之间的关系;细化信息搜索服务商在提供竞价排名服务时应当承担的义务;确定互联网信息搜索服务提供者能否构成滥用市场支配地位。

There is still disorder in the current legal regulations of search engine bidding. Some regulations are directly related, some are arguably applied and some applied are irrelevant. The reasons behind the legal disorder and stagnation lie in the fact that supervision of the virtual society is insufficient. For example, the regulators＇ understanding of the relationship between real society and virtual society is insufficient; in the all-round supervision mode, emergency supervision of non-key regulatory areas becomes inevitable; the weakening of regulators＇ advantage of professional knowledge. To perfect the legal regulation of search engine bidding, we should further clarify the qualifications of Internet information search service providers, confirm the relationship between search engine bidding and network advertising, define the obligation of search service providers in providing bidding services, and determine whether Internet information search service providers abuse their market dominance.