竞价排名中关键词隐性使用的正当性分析  

Analysis on the Legitimacy of Implicit Use of Keywords in Bidding for Ranking

作　　者：乔玉景 

机构地区：[1]华东政法大学知识产权学院,上海

出　　处：《争议解决》2024年第7期93-99,共7页Dispute Settlement

摘　　要：在搜索引擎后台设定关键词使得自己的商品关键词出现在其他搜索页面,这种后台型关键词隐性使用行为成为互联网时代备受青睐的一种竞争手段。在该行为的定性上,多数说认为不构成商标侵权,但是在是否构成不正当竞争方面,学界一直争议不断,实务界也有着不同的裁判结果,出现较大的分歧。本文将从竞价排名关键词隐性使用行为的界定出发,从技术原理和操作机制层面进行分析,认为此种行为不构成商标性使用,进而不构成商标侵权。其次,此种行为也不符合反不正当竞争法中规定的具体情形和一般情形的构成要件。最后本文从利益衡量与经济学分析的角度出发,论证关键词隐性使用行为的正当性。The implicit use of background-type keywords by setting keywords in the background of a search engine to make keywords of its products appear on other search pages has become a favored competition method in the Internet era. In terms of the nature of the act, most people hold that it does not constitute trademark infringement. However, in terms of whether the act constitutes unfair competition, the academic world has been having endless disputes and there are also different rulings in practice resulting in relatively large differences. This article will start from the definition of the act of implicit use of keywords of paid listing, analyze the technical principles and operating mechanisms, and conclude that such act does not constitute trademark use and thus does not constitute trademark infringement. Second, such conduct does not meet the constitutive requirements of the specific and general circumstances set forth in the Anti-unfair Competition Law. Finally, this article demonstrates the legitimacy of the implicit use of keywords from the perspective of interest balancing and economic analysis.

关 键 词：竞价排名 关键词广告 隐性使用 商标侵权 不正当竞争 利益平衡 

分 类 号：D92[政治法律—法学]