搜索引擎中关键词隐性使用的侵权认定

Infringement Determination of Implicit Use of Keywords in Search Engines

摘要: 互联网时代背景下，通过对搜索引擎中关键词隐性使用的商标侵权和不正当竞争问题进行分析，为我国关键词隐形使用的侵权认定提供思路和建议。通过文献研究和比较研究法，梳理总结相关理论和判例。在学理和司法实践中对关键词隐性使用是否构成商标侵权和不正当竞争存在较大争议，尚未形成统一明确的裁判标准。提出“商标性使用–混淆可能性–公共利益”的商标侵权判断路径，针对不正当竞争问题，应坚持“三元叠加”综合考虑原则，对该行为予以规制，维护市场竞争秩序，促进行业健康发展。

Abstract: Under the background of the Internet era, by analyzing trademark infringement and unfair competition of the implicit use of keywords in search engines, it provides ideas and suggestions for the infringement determination of the implicit use of keywords in China. By conducting literature research and comparative study methods, we systematize and summarize relevant theories and precedents. There is a big controversy on whether the implicit use of keywords constitutes trademark infringement and unfair competition in the doctrine and judicial practice, and a unified and clear adjudication standard has not yet been formed. This study proposes a trademark infringement judgment path of “trademark use—the likelihood of confusion—public interest”. In addressing unfair competition issues, it is necessary to adhere to the principle of “ternary superposition” for a comprehensive consideration of the behavior, regulate it, maintain market competition order, and promote the healthy development of the industry.