摘要： 竞价排名服务作为新兴的商业推广模式，它的出现给现行法带来了不少挑战。当网络客户申请参与竞价排名的网络关键词侵犯第三人的知识产权时，搜索引擎服务商为其提供技术支持的行为是否构成间接侵权？这是司法过程中争议的一个焦点。竞价排名的法律性质是解决该争点的先决性问题。对此，现行法虽无明文规定，但法官的实践智慧促成了相对统一的裁判规则，即服务商对网络关键词负主动审查义务。该裁判规则隐含着经济理性，它能够充分利用搜索引擎服务商的信息优势和“私人监控”优势来制约“搭便车”行为，并能够以事半功倍的效果来保护知识产权，还能对竞价排名市场产生规范效应。

关键词: 竞价排名, 网络关键词, 审查义务, 商业广告

Abstract: A new commercial promotion model named paid-ranking service takes a lot of challenges to China’s current legal system. The widely debated issue is whether the search engine providers are liable when they provide technical support for the direct infringement on one’s intellectual property. The legal nature of the paidranking services is a pre-issue of the disputes in judicial practice. In the case of no provisions in current legal system, the judge’s practical wisdom gradually formed a unified rule of adjudication which requires the  search engine providers examine the web keywords in paid-ranking services. The rule of adjudication implies important economic rationality. On one hand, it can take full advantage of information superiority of the“private monitor”to prevent infringement of intellectual property. On the other hand;it can also regulate the market of paid-ranking services by doing half the work and getting double result.

Key words: Paid-ranking Services, Web Keywords, Obligation of Examination, Commercial Advertising