The Pay Per Click's Legal Regulation

Search engine in the global era of rapid development of the Internet,and based on this PPC as a new thing,in the service providers to bring huge profits at the same time also produced a lot of problems,how to qualify and regulate this behavior,in the judicial practice There are many difficulties.It is from the "advertising law" point of view of the PPC ranking of the behavior of the various problems of analysis and discussion,so that the PPC service in a healthy and orderly development.Mainly from the practice of Wei Zexi event triggered a real problem of the issue,that Baidu need to bear joint and several liability with the advertisers,and then analyze whether the PPC is advertising behavior? According to the advertising law on the definition of advertising,advertising has three characteristics,one is the purpose of publicity,the second is to pay,the third is to use a certain medium.PPC and its most controversial point is whether the network to promote this behavior is the use of media behavior.In practice,the advertising law does not specify the medium of advertising,because the essence of advertising is the dissemination of information,rather than the media carrying information.Compared with the traditional advertising TV,radio,etc.,compared to emerging advertising network spread,such as the use of promotion,pop play windows and other forms,but does not affect its advertising behavior.So,I think it's a matter of advertising.However,there are many problems in the current "Advertising Law" on the PPC,so there are many problems,and try to analyze the problem of the existence of advertising law on the basis of demonstrating that the PPC is an advertisement and propose a solution.PPC is not the first provision of this law,it should improve the existing legislation or the development of specialized legal norms.Followed by the existence of hidden bidding and the existence of the problem of false,so the need to strengthen the "advertising" marked to distinguish between obligations and all aspects of advertising review obligations and accountability,which is to curb false advertising one of the important means.