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仅将他人商标用作关键词进行搜索引擎推广,是商标侵权行为、不正当竞争行为抑或不侵权,争议较大,司法实践很多判决出现截然不同的结果。文章从关键词推广是否构成商标使用的理论与实践梳理入手,分析仅将他人的商标用作搜索关键词不属于商标使用,不会导致相关公众混淆。关键词推广虽不构成商标侵权,但若明显有悖诚信原则和公认的商业道德、采用不正当手段实施,应运用反不正当竞争法进行调整。若未明显违背公认的商业道德,则慎用法律干预,应交由市场选择,避免过于扩大适用反不正当竞争法而妨碍自由竞争,充分体现促进创新和鼓励自由竞争的法律政策。
Only the use of other people’s trademarks as a keyword search engine promotion, is a trademark infringement, unfair competition or non-infringement, controversial, judiciary many judgments appear completely different results. The article starts with the theory and practice of whether keyword promotion constitutes trademark use, and analyzes that using trademark only as search keyword does not belong to trademark use and will not lead to confusion among relevant publics. Although the promotion of keywords does not constitute a trademark infringement, if it is clearly against the principle of good faith and generally accepted business ethics, it should be implemented by improper means and should be adjusted by using the unfair competition law. If there is no clear violation of generally accepted business ethics, caution should be exercised over legal interventions and market choices should be made to avoid unduly broadening the application of anti-unfair competition laws and hinder free competition, thus fully embodying legal policies that promote innovation and encourage free competition.