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竞价排名新规:迟来的“魏则西条款”

传奇1.76原版 WanleCases推出的这款保护套支持iPhone6以后的所有机型,它预装了10款游戏,按键布局也和GameBoy非常相似。

魏则西事件在三个月后获得了不俗的反响,它让正在公示的互联网广告办法拥有了更多的民意,让广告法的缺陷再一次暴露在世人的目光之下,《互联网广告暂行办法》并非针对魏则西事件出台的应对办法,但正是魏则西事件的存在让这个办法具备更为重要的现实意义,广告也会杀人。

  文丨令狐卿(搜狐特约评论员)

  国家工商总局7月8日公布《互联网广告暂行办法》,该办法第三条,对互联网广告进行了定义。在这个定义的第四项,“推销商品或者服务的付费搜索广告”赫然在目。易言之,这个法规最重要的动作是将搜索竞价排名,列入互联网广告的管理范围。

  别小看这15个字的规定,相较于急迫的现实需求而言,这是一个很大的法治进步。长期以来,付费搜索一直被刻意模糊,百度等搜索企业在对商家实行竞价排名时,是按照广告来处理的;但是一旦出现消费者纠纷,则被当作是信息服务来规避责任。

  在几个月前轰动一时的魏则西事件中,这种被刻意回避的重大问题,始终受到媒体与律师的批评。大学生魏则西按照百度搜索的结果,误入圈套,被误导到莆田系承包的北京武警二院,接受了一种只具有广告效应的生物疗法,最终耗尽家财,含着悲愤离开人世。

  魏则西生前一个最大的心愿,是将自己受骗于搜索竞价排名的惨痛教训告知更多人,让更多患者能够知道这个陷阱,绕开这个吃人不吐骨头的网络灰色地带。魏则西不知道的是,在其被骗的这段时间里,认定百度竞价排名模式是广告性质的《互联网广告暂行办法》新规正在公示当中。魏则西未能等来新规的出台,而现在,工商总局用确认了付费搜索的广告性质,这是对魏则西生前心愿迟来的回应,也算是一份纪念。

  正因为搜索竞价排名被刻意模糊,互联网公司大打法律擦边球,左手将付费搜索作为广告卖给商家,包括那些存心欺诈的骗子;右手则将搜索结果定义为信息服务,冷酷拒绝消费者维权。而今新规一出,这种上下其手的无良做法终告终结,也算是一大快慰。

  过去,涉及到搜索公司与做广告商家的法律纠纷,是按照合同法来处理;对消费者状告搜索结果误导的恶果,则被法院拒之门外,消费者起诉百度屡诉屡败。随着新法在9月1日实施,这种法律障碍被扫除了,关于付费搜索的诉讼生态可以随之一振。

  对使用搜索结果的民众而言,新规当然是利好。对搜索供应商而言——不止是百度,也包括阿里巴巴等——这是一个严厉的挑战。魏则西事件之后,对百度的查处措施无外乎是行业自律,但有了新规就有了社会的法治的他律,无疑会有助于提升搜索结果的伦理品质。

  在魏则西事件中,有论者认为竞价排名无所谓对错,属于技术中立,所以不用管,法律不必理会。这种理中客的言论的实质,是以十分不稳定的公司伦理来取代搜索结果作为公共产品的德性,以及理应承担起来的社会责任。对照魏则西生前身后的法律调整,令人感慨。

  可以想象一下,再有类似魏则西那样的恶疾患者,在使用搜索结果的时候,就能得到接近自然搜索的结果,并且在明显标记的付费搜索广告上进行透明的选择,而不是被搜索结果一步步蒙骗到敲骨吸髓的陷阱中,成为搜索供应商与骗子合谋的猎物。

  总之,魏则西事件在三个月后获得了不俗的反响,它让正在公示的互联网广告办法拥有了更多的民意,让广告法的缺陷再一次暴露在世人的目光之下,《互联网广告暂行办法》并非针对魏则西事件出台的应对办法,但正是魏则西事件的存在让这个办法具备更为重要的现实意义,广告也会杀人。新规就算是被命名为魏则西法案也毫不为过,法律终于赶上了民意。

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