互联网广告中运营商民事责任认定的类型化研究

On the Behavior Pattern and Civil Liability of Internet Service Providers in Advertising

互联网运营商在特定互联网广告中的行为模式不同,由此承担不同责任。提供完整广告发布服务的运营商属于广告发布者,应承担与传统广告发布者相同的责任。为他人广告发布提供一般储存、传输服务的运营商只承担接到通知后停止侵权的责任。提供广告链接发布服务的运营商一般应当承担所链接广告造成消费者损害的优先赔偿责任和特定类型广告中的连带责任,但应责任情形应有限制。搜索引擎竞价排名属于提供广告链接发布的服务。运营商的民事责任不具最终性,认定中应考虑广告呈现界面与消费感知,而非仅以其是否实质存储和控制广告为据。

The behavior pattern of Internet Service Providers （ISPs） in advertising varies and should be the criteria to define legal liability accordingly. The ISPs providing completed advertising service should be recognized as advertisement publishers and be liable as traditional ones. The ISPs providing mere storing and transferring service for others＇ advertising should only assume the liability to delate the ads in a timely manner and compensate for any additional harm if not. The ISPs publishing the network links of others＇ ads should assume the liability to compensate to the consumer mislead by the ads in advance and be jointly liable under specific conditions,unless that the consumer was at serious fault. Paid listing by search engines is the third kind of service and the ISPs should assume the liability accordingly.