北京航空航天大学学报社科版 ›› 2021, Vol. 34 ›› Issue (6): 38-46.DOI: 10.13766/j.bhsk.1008-2204.2021.0702

• 新法学论坛 • 上一篇    下一篇

竞价排名服务提供者法律性质新论

姚志伟   

  1. 广东财经大学 法学院, 广东 广州 510320
  • 收稿日期:2021-09-15 发布日期:2021-12-03
  • 作者简介:姚志伟(1981—),男,湖南娄底人,教授,博士,研究方向为网络法.
  • 基金资助:
    国家社会科学基金(18VHJ011);中国博士后科学基金(2018M630930)

Legal Value of Paid Listing Service Providers

YAO Zhiwei   

  1. Law School, Guangdong University of Finance and Economics, Guangzhou Guangdong 510320, China
  • Received:2021-09-15 Published:2021-12-03

摘要: 现行法已经明确了竞价排名的法律性质是广告,但对竞价排名服务提供者的法律性质尚未明确,理论界和实务界对此也存在争议。主流观点认为竞价排名服务提供者的法律性质为广告发布者,文章对此观点存疑。通过对《广告法》和《互联网广告管理暂行办法》的法教义学分析,对欧美相关立法和司法判决的解读,以及将竞价排名服务提供者与类似的网络平台——网络食品交易第三方平台的比较,可以证立竞价排名服务提供者是网络广告平台,其法律性质是《广告法》和《互联网广告管理暂行办法》中规定的"互联网信息服务提供者"。

关键词: 竞价排名, 竞价排名服务提供者, 广告发布者, 互联网信息服务提供者, 广告法

Abstract: The current law has clarified that the legal nature of the paid listing is online advertising, but the legal nature of the paid listing service providers has not yet been clarified. In this issue, there are also disputes in the theoretical and practical community. The mainstream view is that the legal nature of the paid listing service providers is the advertisement publisher, but the article questions this point of view. However, this mainstream view is questioned in this paper. After the Advertising Law and the Interim Measures for Administration on Internet Advertising are analyzed under the legal dogmatics, and after the related legislation and judicial decisions in Europe and America are interpreted, and the paid listing services providers are compared with an analogous Internet platform, the third-party platform for online food trading, this paper comes to the conclusion that the paid listing services providers are online advertising platforms with the legal nature of "Internet information service provider" as stipulated by the Advertising Law and the Interim Measures for Administration on Internet Advertising.

Key words: paid listing, paid listing service providers, advertising releasers, providers of Internet information services, advertising law

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