搜索引擎竞价排名的法律属性分析

摘要

As a crucial means to execute network marketing promotion,there exists different viewpoints and practice in the paid listing of searching engines,among which the key points lies in the explanation and confirmation of promoting.The essay intended to assist from the explanations of literal and purpose as well as interest balance of Article 1st,Claus 2nd of‘Law of Advertisement’to define legal nature regulations and positions of paid listing, hence to avoid the emergence of illegal intentions.%搜索引擎的竞价排名作为企业进行网络营销宣传的一种重要手段，在法律的适用上存在不同的学理观点和实践，而其中的关键即为对推广服务的解释认定，欲借助《广告法》第2条第1款的规范通过文义解释和目的解释及利益衡量来定位竞价排名的法律属性和地位，从而尽可能避免法外之地的出现。