公平交易委員會於2024年12月12日公布訂定「公平交易委員會對於網路關鍵字廣告相關案件之處理原則」。謹摘要重點如下：
（一）事業不得利用關鍵字廣告或網頁之程式設計，為榨取他人努力成果之顯失公平行為。
（二）判斷是否顯失公平，尚須考量：
1.他事業是否已於其表徵投入相當程度之努力，而被系爭行為所榨取。
2.攀附之結果，使人誤認兩者屬同一來源或有一定關係如合作關係、關係企業、子品牌之效果等。
（三） 事業榨取他人努力成果之顯失公平行為者，構成公平交易法第25條之違反。
報告人：劉康身律師／郭芝妤
On 12 December 2024, the Fair Trade Commission announced the "The Fair Trade Commission's Principles for Handling Cases Related to Online Keyword Advertising." We summarize below:
(1)An enterprise shall not use keyword advertising or web page programming to unfairly exploit the efforts of others.
(2)To determine unfairness, the following must be considered:
(a)Whether the other enterprise has input a significant amount of effort in its representation, and whether that effort is being exploited by the action in question.
(b)Whether the result of such exploitation misleads consumers into a conception that the two enterprises are from the same origin or have some connections/associations, such as cooperation, affiliation, or sub-brand etc.
(3)An enterprise violates Article 25 of the Fair Trade Act if it unfairly exploits others' efforts.
Reported by: Kangshen Liu / Julia Kuo
惇安法令雙週刊 第 455 期