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竞价排名服务商为干预自然搜索排名并获得直接经济利益,且对客户关键词的设定具有一定的控制能力。根据权利义务相一致原则,竞价排名服务商负有事先审查义务,其应审查客户选定的关键词,是否是客户自己的商标或商号,并辅之以搜索引擎技术进行搜索复检,复检的范围一般只限于搜索结果列表中排列在前几位的搜索链接结果,以确定客户选定的关键词,是否存在将他人的商标或商号作为关键词搜索的可能。实务中,法官应摒弃单纯以涉案商标或商号是否知名为标尺,来判断竞价排名服务商是否履行了事先审查义务。
PPCs rank and intervene in natural search rankings for direct economic benefits and have some control over customer keyword set-ups. According to the principle of consistency of rights and obligations, PPC service providers have the obligation to review in advance. They should check the keywords selected by the client, whether they are their own trademarks or trade names, and search engine technology to search for re-inspection, re-inspection Is generally limited to the top search results in the search results list to determine the customer’s selected keywords and whether there is a possibility of searching for another person’s trademark or trade name as a keyword. In practice, the judge should abandon the mere fact that a trademark or a trade name is well-known as a yardstick to judge whether the PPC service provider has fulfilled its prior review obligation.