A Legal Analysis of the Implicit Use of Keywords in the Internet Market
互联网市场中关键词隐性使用行为的法律分析

摘要

在互联网经济时代，网页关键词的隐性使用成了竞争者们抢占市场资源的重要手段。但是该行为在一定程度上有引发诉讼的法律风险，易被认定为不正当竞争行为。然而针对该问题，我国立法上存有空白，司法中呈现“同案、类案不同判”之乱象。为此，有必要梳理司法实践中典型的关键词隐性使用案件并从中总结判决依据和裁判观点。事实上以《反不正当竞争法》中的一般条款认定该类行为构成不正当竞争存有进路障碍，而适用该法第六条并参考美国司法实践融入混淆判定因素能合理地解决此问题。

Abstract

In the era of Internet economy, the implicit use of web page keywords has become an important means for competitors to seize market resources. But this behavior has the legal risk of triggering a lawsuit to a certain extent, and it is easy to be identified as an unfair competition act. However, in response to this problem, there are gaps in our country’s legislation, and the judiciary presents the chaos of “ different judgments for same case and similar cases”. Therefore, it is necessary to comb the typical cases of implicit use of keywords in judicial practice and summarize the judgment opinions. In fact, there are obstacles in the way to determine that such acts constitute unfair competition based on the general provisions in the Anti-Unfair Competition Law, while the application of Article 6 of the Act and the incorporation of confounding factors with reference to American judicial practice can reasonably solve this problem.