On the Regulation of Advertising Law on the Bid Ranking of Search Engine

Jinlong Zhao, Yu Wang


In the virtual network world in information age, the legal authority is being faced with constant challenges. While operation model of bid ranking of search engine not only creates enormous economic benefit, but also makes the authenticity and fairness of information searching be increasingly questioned, which requires to be regulated by law objectively. According to the China's existing laws, the application of law is still blank in this regard. Whether the bid ranking of search engine should be regulated and how the legal relationships should be regulated by Advertising Law still remain open. Taking the Baidu search engine for an example, the authors will explore relevant legal regulations and put forward some proposal to to regulate the bid ranking under the perspective of Advertising Law.

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DOI: https://doi.org/10.5539/jpl.v2n3p20

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