Advertisement Attribute And Legislative Regulation On The PPC Of Search Engines

With the rapid development of network technology,Internet has become one of the main methods to search and obtain information resources.It is based on this that PPC service,in accordance with the rule that the higher the company pays the higher it ranks,came into being.While PPC service brought main profits for search engine enterprises,it also increasingly exposed some drawbacks.For instance,“Wei Zexi event” has pushed PPC service at the center of a scandal.As a result of human intervention,PPC service deviates from the objectivity and impartiality of the search results,which frequently produces problems like false information and malicious keywords of "Beijing Armed Police Hospital's biological treatment" and infringes the legitimate rights and interests of network users.However,most researches on PPC in China is confined to the network infringement of network service providers,but few researches are targeted on PPC service itself.Therefore,from the perspective of the legal status of PPC services,this paper analyzed the advertising properties of PPC services,the legal status of search engine enterprises in Internet advertising.On the basis of this,further analyses have been conducted toward problems like false advertising and malicious keyword advertising.And then a proposal has been put forward to amend the existing laws,develop specialized laws and regulations,and truly put the PPC service into the legal framework,so that hopefully a consensus on this issue would be made by the administrative authorities and the judiciary,so as to better protect the interests of all parties in the market.