论网络付费搜索的法律规制

On the Law and Regulation of Internet Paid Search

《互联网广告暂行办法》实施以来,规制了互联网广告市场的一些乱象,但对付费搜索引擎的广告主体尚未明确。针对付费搜索广告侵权行为承担的法律责任和付费搜索的法律规制现状,应该加快对互联网付费搜索广告的立法,加大对互联网广告的审查力度,改善付费搜索的运行机制,建立和完善先行赔付机制,实行自媒体广告实名制,加强行政法对互联网侵权行为的规制。

This article, mainly from the perspective of paid search of the Internet advertising model,analyzes theinterim measures for the Internet advertising on paid search behavior regulation and paid search behavior of tortliability. Combined with the new ＂advertisement law＂at the same time,paid search on Internet behavior needinstitutionalized management recommendations.