论竞价排名服务提供者注意义务的边界

在搜索引擎竞价排名关键词引发的商标权侵权和反不正当竞争案件中,服务提供者的注意义务边界是判断其是否应当承担帮助侵权责任的关键。我国各地司法判决对此问题的回应呈现出一定差异。搜索引擎的竞价排名服务虽然属于广告业务,但与传统广告不同,其本质是一种网络信息检索服务。在个案中,应考查竞价排名服务提供者对于侵权行为的预见水平和控制能力,为市场竞争和技术的精进留下自由的发展空间,在消费者、权利人、市场经营者、网络服务提供者的利益之间寻求平衡。竞价排名服务提供者注意义务的边界的设定应当以追求社会福利的最大化为目标。

The Boundary of Duty of Care of Paid Listing Service Providers

In the trademark infringement cases and unfair competition cases which are caused by the keyword paid listing services of search engines,the boundary of the service providers’duty of care is crucial to determine whether they should bear the contributory liability.Judicial judgments in different areas demonstrate discrepancy in terms of this issue.Though the paid listing service is a kind of advertising business,it is different from traditional advertisement.It is essentially internet information searching service.In individual cases,the level of anticipation and the ability of information control should be taken into consideration,leaving more room for the free market competition and technological advancement.The interests of consumers,rights holders,market operators,and internet service providers should be balanced.The setting of the boundary of duty of care of paid listing service providers should aim at the pursuit of maximizing social welfare.