搜索引擎竞价排名间接侵害商标权问题认定

Identify on Indirect Infringement of Trademark Against Search Engine Providers' Bidding Rank

竞价排名,实质上即指关键词广告,搜索引擎一般对该服务收取费用,是当今搜索引擎的重要利润来源之一,比较有名的是谷歌和百度提供的竞价排名服务①。现今,搜索引擎虽然理论上对搜索的信息排列是遵循技术中立原则的,但在商业利益的驱动下却早已经偏离了这一原则,而渗入过多的人为干预因素而导致影响到搜索信息的检索结果。因此,司法理论和实践都有必要对搜索引擎服务商竞价排名行为进行认定和审查,即在一定条件下,搜索引擎必须承担相应程度的注意义务,否则就应该承担相应的民事责任。

Bidding Rank,actually means keyword advertising,Search Engine would in charge of the service generally and Bidding Rank is an important source of profit of Search Engine Providers.Google and Baidu are the most famous Search Engine Providers in china.Nowadays,although search engines search for information on the arrangement is to follow the principle of technological neutrality in theory,however,driven by commercial interests,it has been deviated from the normal principle,which makes excessive human intervention factors and affects the search results.Thus,both theory and practice of justice necessary to identify and review Search Engine providers' Bidding Rank,it means that,under certain conditions,the search engine must bear the corresponding degree of attention to duty,otherwise it should bear corresponding civil liability.