摘要
由於近年來網際網路越來越發達，使得許多廣告主開始不以傳統廣告作為行銷之手段，而轉而以他商標權人之商標作為關鍵字向網路服務提供者購買廣告來行銷其產品，然而此舉是否有構成商標侵權之疑慮，誠有疑義？另外針對網路服務提供者若提供他商標權人之商標予廣告主之行為，是否成立商標侵權，亦有疑問，依據我國實務之見解，若廣告主於其廣告上若無放置他商標權人之商標，此時因未構成商標之外在使用，因此並不會成立商標侵權，從而此類案件現行實務大多是以公平交易法之不正競爭來處理，又針對網路服務提供者之部分現行我國實務則有法院認為網路服務提供者應是與廣告主成立不正競爭之共同侵權行為，然而對比於其他國家究竟是如何處理此類關鍵字廣告之爭議，本文針對美國、歐盟、德國及中國等國家之案例做整理及分析並發現國外多是以商標侵權來解決關鍵字廣告之爭議，反觀我國的部分則是多以不正競爭來處理，這些看似有商標侵權之案件，由於我國商標使用之要件過於嚴格，使得這類案子於我國現行法下僅能以不正競爭來處理，因此本文擬提修正建議並期許我國商標制度能更為進步。
關鍵字
商標侵權並列摘要
Due to the flourish of the Internet, many advertisers started to purchase advertisements triggered by keywords consisting of other people's trademarks as keyword search terms to promote their products. Such behavior could infringe other people's trademark rights, and Internet service providers (ISP) who provide the keyword advertising services may potentially contribute the infringing acts as well. Cases in Taiwan show that the advertisements would not infringing trademark owner's trademark rights but constitute unfair competition if the search terms in use is not regarded as trademark "use." ISPs who provide keyword advertising services, in some cases, would also be regarded as joint violators of the unfair competition. How do other countries, such as the U.S.A., the European Union, Germany, and China, deal with the issues of keyword advertising? This thesis will look into cases and find that these countries deal keyword advertising issues with trademark infringement. But in Taiwan we usually deal it with unfair competition due to the definition of the use of trademark .Therefore this thesis will provide the suggestions for future amendments of Taiwanese trademark law.