网络广告侵权的法律探究.docx

摘要互联网的普及与发展给广告业带来了天翻地覆的变革，网络广告已经在市场经济中展现出其日益重要的地位和作用。在给社会经济发展带来巨大推动的同时，网络广告所产生的各种法律问题亦层出不穷，其中以网络广告侵权问题最为突出。做为新出现的一种侵权行为方式，网络广告侵权行为与一般侵权行为有着明显的不同，其侵权的方式多种多样、涉及的范围非常广泛、所牵涉的活动主体也超出了传统广告的范围。由于目前国内外对网络广告的研究还处在探索阶段，而且少有学者单独的从侵权的理论角度来分析网络广告所产生的各种法律问题，网络广告侵权行为的理论研究力度不足，致使网络广告侵权行为中的许多问题还尚存争议，未能界定。其中争议的焦点集中于网络广告侵权主体的认定。随着互联网技术不断进步，发布网络广告的门槛己经变得越来越低，从而使得网络广告侵权的主体难以得到辨别，但是通过对网络广告发布方式的研究，可以界定出网络广告的主要活动主体，并根据其在侵权活动中的所扮演的角色来确定其相应的责任。但是，同时我们也应该看到，由于我国相关立法没能紧跟互联网的发展进行及时的修订与补充，并未将网络广告纳入其调整的范围，致使网络广告侵权行为得不到有效的规制与调整。因此，我们应当加强相关立法，同时深挖我国广告监管体制与行业自律中潜存的问题，有针对性的寻求治理措施。关键词:网络广告，网络侵权，侵权责任，归责原则ABSTRACTPopularity of the Internet advertising industry and development to bring the earth-shaking changes, online advertising has been demonstrated in a market economy status and its increasingly important role. In the great push to the socio-economic development, while online advertising generated by the various legal issues are emerging, of whichthe most prominent online advertising violations. Emerged as a new wayof tort, online advertising infringement has many characters which aredifferent from other tort,the infringement of a variety of ways, involvinga wide range of activities involved in the main are beyond the scope oftraditional advertising. As the current domestic and international researchon online advertising is still in the exploratory stage, but few scholarsseparate theory from the perspective of infringement arising from onlineadvertising various legal issues, online advertising violations of thetheory is insufficient, resulting in network advertising violations in manyproblems still remaining controversial, difficult to define. One disputecentered on the subject of online advertising violations found As Internettechnology advances, the threshold distribution network advertising hasbecome less and less, thus resulting in the Internet advertisinginfringement of the subject is difficult.to be distinguished, But by way ofnetwork advertising, online advertising can be defined out of the ma