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網路媒體商廣告責任

網路已經成為現代人獲取資訊最重要的來源,常見的像Google、Yahoo、Being等搜尋引擎,甚至像Facebook、Twitter、Linkedin等社群網站也是資訊來源,使用的目的,不論是查尋工作資料、生活資訊甚至是旅遊路程規劃等,幾乎可以涵蓋一般人生活的大小事。因此,網路超越過往實體、電視、廣播等廣告傳播途徑,成為最有潛力的平台。像是Google、Yahoo、Facebook這些大型的搜尋引擎與社群網站,在網路上擁有巨大流量與使用者,則成為最好的廣告平台,於是這些網路業者雖然免費提供使用者搜尋服務,但在使用者與流量快速的成長下,關鍵字廣告收益則逐漸成為這些網路巨擘重要收入來源。
同時關鍵字廣告因為成本低效益好,所以受到許多廠商的青睞,但也因此產生不少爭議,例如某電信廠商以競爭事業的名稱購買關鍵字廣告,輔以聳動標題誘使消費者點選關鍵字廣告,點選後卻連結至某電信廠商網站,經公平交易委員會決議認定該電信廠商係違反公平交易法第25條:「事業亦不得為其他足以影響交易秩序之欺罔或顯失公平之行為。」規定而被裁罰60萬元罰鍰。
除上述以關鍵字方式混淆消費者之行為外,另外尚有廣告不實問題,依照公平交易法第21條第1項規定:「事業不得在商品或廣告上,或以其他使公眾得知之方法,對於與商品相關而足以影響交易決定之事項,為虛偽不實或引人錯誤之表示或表徵。」,例如某廠商在廣告中宣稱廚具「永久不生鏽、不掉漆」等,皆受公平會決議裁罰,然而,固然廠商以不實廣告誤導消費者須受裁罰,但網際網路服務業者提供關鍵字廣告服務而獲取利益,若有廣告不實情事時,是否應承擔相應責任?則應視網際網路業者是否為公平法或消保法所稱之媒體經營者。
依照行政院消費者保護處院臺消保字第1020005128號解釋函:「網際網路服務提供者及廣告網站經營者,係利用電腦或其他方法等方式,作為提供刊登廣告之媒介,使不特定多數人得以知悉該廣告之內容,且係以之為經常業務者,均應認係本法第23條規定之媒體經營者。」因而網際網路服務業者屬於公平交易法第21條第4項廣告媒體業以及消費者保護法第23條所稱之媒體經營者,若在業者明知或可得而知狀況下,對於廣告不實所生之責任,應與廠商(即廣告主)連帶負責。
關於網路關鍵字廣告問題,近年中國大陸發生魏則西事件,起因除在免疫療法並無實際證明具有效用外,另一個重點在百度網站為獲取利益,在關鍵字搜尋上並未清楚區分廣告與搜尋內容,導致消費者在不知情下誤將廣告當成搜尋內容,並且相信廣告中不實的言論,在這一事件爆發後,百度引起極大爭議,甚至造成百度關站風險。也因此,目前較大的網路關鍵字廣告業者,例如Google廣告,對於醫療與藥品廣告設有限制,但實際上誇大不實的廣告仍瀰漫在網路中,但公平會卻少見對於網路業者依照前述公平交易法第21條第4項規定進行裁罰,然而,既然網路業者以廣告作為獲利來源,自然應該承擔審查廣告成本,若網路業者放任刊登明顯誇大不實的廣告時,應承擔相應責任。