Research On The Legal Regulation Of Search Engine Bidding Rankin

Search engine bidding ranking is a new advertising and marketing model based on the Internet,which is sought after by many enterprises because of its low basic cost,strong targeting and the advantage of paying according to the effect.Search engine bidding ranking has brought revenue to search engine service providers and businesses,but has also led to many disputes.In 2016,the former State Administration for Industry and Commerce formulated the Interim Measures for the Administration of Internet Advertising(hereinafter referred to as "Interim Measures"),which was the first time that the advertising nature of bidding ranking was clarified in the form of legal regulation in China.In addition,in March 2023,the General Administration of Market Supervision promulgated the Measures for the Administration of Internet Advertising(hereinafter referred to as the "Administrative Measures"),which further improved the Interim Measures and provided new ideas to address the regulation of bidding rankings.On the whole,the legal regulation of bidding ranking still has shortcomings,and has not produced strong and effective control effects on the illegal acts involved in bidding ranking.In particular,the newly promulgated Administrative Measures do not make detailed provisions on the liability determination of bidding ranking service providers,and the lack of legal regulation has led to the lack of uniformity in practice,which requires the attention and response of the theoretical community.