姚志伟       慎    凯

    内容提要：近年来，关键词推广所导致的商标侵权问题是网络商标领域的高发问题，同时该问题在学术界和司法实务上也面临很多争议。通过考察国内外司法判例和关键词推广服务提供者企业的商标政策，可以将关键词推广服务提供者在商标侵权方面的义务归纳为：关键词推广服务提供者不负有审查关键词是否侵犯他人商标权的义务，但负有相关注意义务。从注意义务的范围来看，其对商标在关键词推广系统内部的使用不负注意义务；对商标在搜索结果页面中推广信息中的呈现，服务提供者应以一般理性人的标准，尽合理的注意义务，在明知或者应知关键词的外部呈现会侵犯他人商标权时，应及时采取措施，制止侵权行为。同时，其应提供便捷的投诉渠道，供权利人发出侵权通知。

    关 键 词：关键词推广  商标侵权  注意义务   审查义务

    Abstract: Recent years, trademark infringement problem which was brought by using key word promotion has become a multiple and high rate incident. Many disputes on this issue have been shown both in the academic and in the judicial practice. Through the systematic review of domestic and international judicial precedents, we can drew a conclusion that key words service providers should burden some obligation on the trademark infringement like: Service providers are generally considered that they needn’t to take any duty to review whether their keyword infringes other’s trademark rights or not. But, they owe a duty to pay their attention to them appropriately. On the other hand, as for the range of the duty of care, however, it is usually considered that they will be not exist within the key word promotion using systerm. Despite this, service provider should regard themseves as a Reasonable Person did and burden their duty of care correspondingly . Besides, timely measures should be taken to stop the infringement when the problem of some keyword’s external presentation infringe other’s trademark right happened. In this case, convenient channels should be provided to guarantee the notice be issued for the right holders simultaneously.

    Key Words: keywords promotion; trademark infringement; the duty of care; obligation of examination