The Study Of PPC Legal System

For bringing astronomical earnings,PPC(pay-per-click)is a new profit model for many major search engine companies.There are different opinions on whether PPC(pay-per-click)is advertisement or information retrieval service.Although"Interim Measures for Internet advertising management" which came out in July 4,2016 has clearly stipulated that PPC(pay-per-click)is advertisement,the various differences between it and traditional advertisement also lead a necessary study on its own.Baidu's PPC(pay-per-click)presents similar to Google's,but essentially different.Google emphasize the profit and the benefit brings to users at the same time,while Baidu seems show much more attention on the large amount of interest brings by PPC(pay-per-click).As an emerging form of advertisement,PPC(pay-per-click)also has some legal issues,such as hiding ads,false ads,burying behavior and privacy violation.Search engine companies must be responsible to advance PPC(pay-per-click).Not only emphasize the profit but also investigate the truthfulness and the quality.At the mean time,the number of search ads on the search page should be distributed proportionally to the natural search results.In addition,'Advertising Law" has some practically shortcomings,like the low cost of legal violation for search engine companies,the difficulty in providing evidences for engine users.PPC(pay-per-click)need to be legal adjusted,and in this aspect,the practice of the US Federal Trade Commission can be referred.