Research On The Legal Regulation Of Payper Click

In network economic era, the search engines developed very quicklybecause of its globality and real - time. The pay per click not only bringseconomic benefits to search service providers but also harms the interests ofthe user and normal network economic development. The pay per click isnew in law field and it is difficult to define and regulate it in the judicialpractice. This paper gives a system study on the issues related from theperspective of competition law by analytical and empirical analysis methodsin order to make the pay per click develop fair, orderly and healthy, protectthe legal rights and interests of each right holder.This paper consists of three chapters. Chapter one gives a brief overviewon the pay per click, introduces the state-of-the-art and great significance tonetwork economic. Chapter two analyzes the legal nature and illegality of thepay per click. The pay per click is advertisement adjusted by advertisementregulation act in our country. The essence is ad actions based on the search results by search service providers and should observe the regulation. Inadditon, this chapter analyzes the special legal problems of search rankingsdisputes that pay per click triggers. Chapter three is the legal regulation of thepay per click. The pay per click should comply with commercial law andclearly marked as advertising. To restrain the false advertisements in pay perclick, the search service providers should take on responsibility. From theview of search engines medium's social responsibility , they have no rights tochange the nature ranking results for public interest.