利益衡量视角下关键词隐性使用行为的正当性认定

The Legitimacy Assessment of Implicit Keyword Use from an Interest-Balancing Perspective

摘要: 随着经济的发展，互联网领域出现了一种新型的竞争行为，即关键词隐性使用行为。学界对于该行为的正当性认定存在着不同的意见，主要集中在该行为应当适用反不正当竞争法的哪一条款进行规制。在司法实践中针对关键词隐性使用行为的判决也存在着不同的结果。关键词隐性使用行为涉及多者利益，因此应当在利益衡量的视角下对其正当性进行认定，但是在此过程中存在利益衡量模式适用缺乏一致性、法律适用不明确等问题。故针对关键词隐性使用行为正当性判定中利益衡量存在的问题，应当综合考虑经营者的利益、消费者的利益以及社会公共利益，同时细化关键词隐性使用行为的类型、规范有关“商业道德”的认定标准，采用三元叠加的利益衡量模式判断隐性使用行为是否具有正当性。

Abstract: With the development of the economy, a new type of competitive behavior, namely the implicit keyword use, has emerged in the Internet domain. There exist divergent scholarly opinions regarding the legitimacy of this behavior, primarily focusing on which provision of the Anti-Unfair Competition Law should be applied for regulation. In judicial practice, judgments concerning implicit keyword use also yield varying outcomes. Since implicit keyword use involves multiple parties’ interests, its legitimacy should be determined from the perspective of interest-balancing. However, this process faces challenges such as a lack of consensus on the application of interest-balancing models and unclear legal applicability. Therefore, to address the issues in interest-balancing for the legitimacy determination of implicit keyword use, it is essential to comprehensively consider the interests of operators, consumers, and public welfare. Additionally, the typology of implicit keyword use should be refined, standards for recognizing “commercial morality” should be clarified, and a tripartite interest-balancing model should be employed to assess the legitimacy of such behavior.