网络搜索竞价排名的法律思考

Legal Thinking on the Contest Price Rank in Network Search

网络搜索作为当下最常见的检索工具之一,对消费者来说,是一项获取渠道简易却能够享受附加价值最大化的服务产品。而在某些企业主角度,网络搜索却是极大的可利用资源,不仅可以提升名誉,更可以直接增加收入。网络搜索竞价排名存在广告信息难以区分、虚假广告泛滥,以及不正当竞争等问题。某些企业为了利益最大化,极易产生法律隐患,消费者权益易被侵犯。魏则西事件就是例证。网络搜索竞价排名乱象丛生的主要原因是搜索引擎的默许和法律监管的不到位。因此,应改进搜索引擎自身的审核机制,完善《广告法》相关法律法规,加强网络普法教育,提高消费者辨别能力,优化多部门联合作业机制,统筹兼管网络搜索竞价排名,从而保护消费者的合法权益。

As one of the most common search tools at present,network search is an easy approach for the consumers to enjoy the service product with maximized added value. For some business owners,network search becomes the valuable and available resource,which can not only improve their reputation but also increase the income directly. There exist some problems in contest price rank in network search. For example,the advertizing information is hard to distinguish; the false ads are overflowed; and the competition is unfair etc. Some enterprises may pursue the maximization of their interest in the process,which may cause legal trouble easily and encroach the right of the consumers. The event of Wei Zexi is an example. The main reason for the chaos in contest price rank in network search lies in the acquiesce of search engine and the lack of legal supervision. Therefore,it is necessary to improve the examination mechanism of search engine itself,complete the relevant rules and regulations about advertising law,strengthen the education on network law popularization,improve the discerning ability of consumers,optimize the mechanism for various departments to work together,and make overall management on contest price rank of network search so as to protect the legal right of the consumers.