Research On The Legal Issues Of Pay Per Click

The pay per click is network marketing service offered by Search engine serviceproviders, based on Information search technology. Customers can through to therelevant search keyword bidding purchase, the highest paid in accordance with thehighest-ranked. PPC services as the primary way to make high profits, as the favornetwork marketing means, getting huge development but also exposes a lot of legalproblems.There are not enough researches about PPC legal issues, just some degree papersand journal articles. The most paper study related legal issues from the angle of thekeywords trademark infringement, mainly focused on the interests regulate betweencustomers and search engines. For direct users of search engine--the Internet user,including the general internet users and internet users who misleading by PPCinformation, the study about Safeguard the internet users’ legitimate rights andinterests is little. This paper is based on this starting point, from the angle ofAdvertisement law, Determine the legal status for search engine providers, Clear thesearch engine providers’ advertisement examination obligation about the PPCinformation, through relevant responsibility assignment in order to safeguard thelegitimate rights and interests of each participation main body, especially the networkuser’s rights. Implement PPC services norm and orderly development.This paper consists of four chapters, besides preface and conclusion. Chapterone gives a brief overview on the pay per click, introduces the background andrunning characteristics of PPC, Mainly discusses the PPC’s Commercialadvertisement attribute. Chapter two introduces the present situation of PPC in China,analyzes the legal problems of PPC and its harm mainly from the perspective of theadvertisement law. Including the concealment of PPC ad problem, false ad especiallymalicious keyword ad problems and the special problem about fraud click. Chapterthree combing the existing related legal norms, including "Advertisement law","trademark law","anti-unfair competition law","tort liability law" and so on, analysisthe related legal norms in regulating the PPC the specific path and the plight ofexistence. Chapter four puts forward related Suggestions from the angle ofadvertisement law, based on the PPC’s legal problems and the current station about legal govern. Including the perfection of related legal system, strengthen industryself-discipline and technical improvement.