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关于关键词广告案的法律适用问题,应根据不同的行为类型,从商标性使用、混淆可能性等方面综合分析。关键词广告,又称搜索引擎广告,是指当用户在搜索引擎上搜索某关键词时,在结果页面的固定位置会出现与其相关的广告链接,通过用户点击该广告链接,进入企业网页,实现广告宣传的目的。为了获得竞争优势,一些企业把另外一些企业的商标购买为关键词,以便消费者在输入竞争对手的商标所包含的关键词时,显示自己
The legal application of keyword advertisement cases should be comprehensively analyzed according to different types of behaviors, from the aspects of trademark use and the possibility of confusion. Keyword advertising, also known as search engine advertising, means that when a user searches for a keyword on a search engine, an advertisement link appears in a fixed position of the result page, and the user clicks on the advertisement link to enter the enterprise webpage to realize The purpose of advertising. In order to gain a competitive edge, some companies label trademark purchases of other companies as a key word so that consumers display themselves as they enter the keywords contained in a competitor’s trademark