搜索引擎竞价排名的法律问题研究

当今是信息爆炸的时代，搜索引擎以其全球性、实时性等特点已经成为人们首要的检索工具。搜索引擎竞价排名，作为一种新型的网络运营模式，涉及网络用户、商家、服务商等多方利益主体，甚至对网络经济秩序产生重大影响，故明确界定竞价排名的法律性质以完善《广告法》对其有效规制是必须的。

Legal Analysis on the Pay Per Click of Search Engines

Nowadays,it is an era of information explosion. The search engines have been the primary search tool because of its characteristics such as being global and real-time. As a new network business model,the Pay Per Click of Search Engines involves users,merchants and service providers. It also has a major impact on the network economic order. Thus,it is important for us to clearly define the law nature of the Pay Per Click ,and to improve the regulation of ＂Advertising Law＂ on the Pay Per Click.