判定搜索引擎服务商在关键词推广服务中的责任，应当先认定关键词推广服务行为的性质。运用经济法总论中的理论分析广告法的调整对象，得出应将关键词推广纳入广告法的调整范围，搜索引擎商应承担广告发布者的义务。在广告法修改之前，可以结合《侵权责任法》第36条的规定和帮助不正当竞争的理论来认定搜索引擎服务商的责任。在认定搜索引擎商的主观构成要件上，可采用以区分侵权客体为主以搜索引擎商的注意能力为辅的二元判断标准。%It is essential to identify the nature of keywords promotion action before judging the re-sponsibility of search engine submission .When analyzing the object being regulated by the adver-tisement law in terms of the general theories of economic law ,we arrive at that keywords promo-tion should be included in the regulation by the advertisement law and search engine business shall bear the obligation as the advertisement publisher ,whose responsibility can be recognized accord-ing to either the provisions of article 36 of the tort liability law or the theory of aiding unfair com-petition before the modification of the advertisement law .A binary criterion can be adopted to recognize the subjective elements of search engine submission ,that is ,distinguishing the tort ob-jects as the primary and the attention ability of the search engine business as the supplementary .
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