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在各国的司法实践中,法院对网络搜索竞价排名的商标合理使用与侵权问题判断标准不一,我国更是没有有效的法律手段规范网络搜索竞价排名中的商标的合理使用与侵权问题。这就使得网络搜索竞价排名提供者和使用者无法明确的预见自己的行为可能产生的法律后果,司法工作者也没有统一的法律标准来衡量网络搜索竞价排名中的商标的合理使用与侵权问题,因此有必要深入研究这一问题,完善我国的法律制度,有效解决网络搜索竞价排名中有关商标的合理使用与侵权的问题。
Judicial practice in various countries, the court on the network search auction ranking fair use of the trademark and the criteria for determining the issue of infringement, our country is no effective legal means to regulate the use of Web auction PPC in the fair use of the right and infringement issues. This makes it impossible for forecasters and users of Web search PPC to foresee the possible legal consequences of their actions. Judicial practitioners also do not have a uniform legal standard to measure the fair use and infringement of trademarks in PPC ranking. Therefore, it is necessary to study this issue in depth and to improve our legal system so as to effectively solve the problems concerning the fair use and infringement of trademarks in the network search auction ranking.