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建立在网络自然搜索基础上的竞价排名行为有其自身特点,究为广告还是技术信息服务,抑或二者兼而有之,新规定并未结束其争议。其与推广用户行为结合造成损害过程中,侵权要素及形态均较复杂,帮助侵权不失为私法上分析该种行为的有力工具。帮助侵权之主观有故意和过错之争,以包含过失为妥。服务商过失的判断应从严把握,以实现公平正义之宏旨。整个过程中,司法实践给我们提供了有益借鉴。
PPC based on natural search based on network has its own characteristics, whether advertising or technical information services, or both, the new regulation does not end its controversy. In the process of combining damage with promotion of user behavior, the elements and patterns of infringement are complicated, and helping infringement is a powerful tool for analyzing this kind of behavior in private law. To help infringe the subjective intentional and fault of the dispute, to include fault is appropriate. Judgment of service providers should be strictly controlled in order to achieve the purpose of fairness and justice. Throughout the process, judicial practice has provided us with useful lessons.