Research On The Review Obligation Of Bidding Ranking Advertising Operators

In recent years,legal problems such as unfair competition and protection of consumer rights caused by Pay Per Click(PPC)which is a kind of internet advertising have emerged endlessly.How to effectively regulate the PPC advertising market has become the key to solving these problems.Advertising operators’ review obligation is enacted by Chinese law.The establishment of such obligation is of great significance to achieve self-regulation of the PPC advertising market.Firstly,this article introduces the basic concepts of PPC,defines the scope of PPC advertising operators,and clarifies the meaning and extension of PPC advertising operators’ review obligation and their legislative necessity.Secondly,according to the fulfillment status of PPC advertising operators’ review obligation,the dilemma of performance is summarized.And the reasons for the difficulty of performances are analyzed from the perspective of doctrine theory,legislation and justice.Theoretical research is carried out from the economic theory and ethical basis and legal liability theory of economic law,which is to improve the theoretical basis of advertising obligations of PPC advertisers.At the same time,it draws on the experience of self-regulatory review of foreign PPC advertising operators to clarify the reality and feasibility of China’s PPC advertising operators’ review obligation.At last,this article summarizes the characteristic of the PPC advertisers’ reviewing obligation,and restructures this kind of obligation in terms of their review standards and legal responsibilities.