搜索引擎竞价排名是搜索引擎服务商向商家所提供的一种以关键词付费高低为标准，对购买同一关键词的商家的网站链接在搜索结果中给予先后排序的一种网络广告行为。对相同的关键词来说，其在搜索结果中的排名顺序是以对该关键词的出价高低为标准的，出价最高的商家，其网站就会排列在搜索结果的第一位，这就使竞价排名搜索结果因人为因素产生扭曲，进而牵涉到了一系列损害消费者利益、扰乱正常市场竞争秩序的不正当竞争行为。其中，竞价排名服务提供商处于广告发布者的地位，无论从能力上还是出于对公共利益的考虑，其都应该也能够对竞价排名负有一定程度的审查义务。本文从竞价排名的特点入手，结合司法实践中一系列相关案例，并且借鉴了国内外搜索引擎竞价排名的有关理论知识，在此基础上初步探讨了竞价排名所引发的不正当竞争问题及其根源并有针对性的提出了立法完善建议。本文总共三个部分，第一部介绍了竞价排名的运行机制、特点及其法律性质，根据竞价排名的操作特点明确了竞价排名的广告法律属性；第二部分探讨了竞价排名所引发的一系列不正当竞争问题，结合现实案例对混淆、虚假宣传等不正当竞争行为进行了分析，阐述了这些法律问题所引发的危害，并对产生这些不正当竞争问题的根源分别从经济因素、道德因素以及法律背景三个方面进行了探讨。此外，针对搜索引擎服务商应否对竞价排名不正当竞争行为买单这一问题，笔者还分析了搜索引擎服务商在竞价排名服务中的法律地位，得出其充当着广告发布者的角色，对竞价排名应负有适当的审查义务，审查义务的缺失是其承担法律责任的基础；在文章的最后一部分，笔者参考国外对搜索引擎竞价排名的相关立法和判例，结合相关专家学者的观点，主要以反不正当竞争法为视角，对如何规制竟价排名所引发的不正当竞争法律问题进行了思考并提出了一些立法建议。希望竞价排名这一新型的网络广告能够得到合理有效的引导与监管，使其既能够造福快速发展的经济社会，又不会因法律的过度束缚而限制它的发展。这样不仅有利于维护公共利益，也能够使新技术步入正轨，从而营造一个健康的网络环境。

Search engine rankings is a kind of network advertisement, which the search engine service providers provide businesses with a keyword pay level as the standard for the business website which purchase the same keywords links to rank in search results. For the same keywords, the keywords of the bid is higher, in the search results ranking the top, the business with the highest bid, its website will rank first in search results. This makes the competitive ranking search results distort by human factors, which involves the unfair competition behavior of a series of harming the interests of consumers, of disturbing the normal order of market competition. Among them, the bidding service providers are in the position of publishers, and no matter from the skills or out of consideration for the interests of the public, it should be also able to have a certain degree of censorship for bidding. The paper from the competitive ranking, combined with a series of related cases in judicial practice, and draw lessons from the related theory knowledge about the search engine rankings, at home and abroad, Based on which studying of the unfair competition problems and causes of PPC triggered and puts forward the suggestion of legislation.This article is divided into three parts, the first part summarizes the bidding mechanism, characteristics and legal nature，and according to the operating characteristics of bidding gives a clear explanation of the advertisement legal attribute of bidding; The second part discusses that the bidding has triggered a series of problems of unfair competition. Combined with practical case of confusion, false advertising and other acts of unfair competition are analyzed and expound the legal problems caused by them, and discussed the root of the problem of unfair competition, respectively from three aspects of the economic, moral, and legal background in this paper. In addition, in view of the problem of weather the search engine service providers should pay for bidding acts of unfair competition, I also analyzed the legal status of search engine service providers in the bidding. They are in the position of publishers which should be had a certain degree of censorship for bidding and the lack of obligation is the foundation of its legal responsibility; In the last part of the article, I reference to foreign legislation and cases of the search engine rankings combined with the relevant experts and scholars point of view and thought about how to regulate the legal question of unfair competition caused by search engine rankings problems mainly in the perspective of anti-unfair competition law. I hope this new type of bidding online advertising can be reasonable and effective guidance and supervision making it both to benefit the rapid development of economy and society and not due to excessive legal bound limit its development. This is not only beneficial to public interests, also can make new technology on the right track, so as to build a health network environment.