互联网视频广告屏蔽行为的竞争法规制研究  

The Research on the Competition Law Regulation of the Internet Video Advertising Blocking Behavior

作　　者：郭壬癸 

机构地区：[1]厦门大学知识产权研究院

出　　处：《电子知识产权》2018年第8期50-59,共10页Electronics Intellectual Property

摘　　要：随着互联网的发展,视频与广告的结合更加紧密。视频网站由于盈利性的需要,投放的视频广告质越来越差、量却越来越多。消费者对于过多、过滥、过长的视频广告,怨声载道,不胜其苦。基于消费者的需求,视频屏蔽广告软件应运而生,其诞生引起视频网站的恐慌与反感,开始出现大量视频网站诉视频广告屏蔽软件的案件。法院在审理此类案件时,基本采取认定视频广告屏蔽行为构成不正当竞争的立场。但是此种认定,不符合竞争法理论,也不符合市场经济的发展规律和世界的发展潮流。因此需要在竞争法框架下,从竞争关系、不正当性、规则适用等三个方面出发,基于谨慎干预原则,重点分析广告屏蔽行为是否满足消费者利益保护和技术中立抗辩的适用条件,结合类型化的视频广告屏蔽行为和视频广告,进行个案分析,得出视频广告屏蔽行为是否属于不正当竞争行为的正当结论。如结论为该行为属于不正当竞争行为,那么再根据行为的特征,适用相应的竞争法具体规则进行规制。只有通过上述路径对视频广告屏蔽行为进行分析,方能廓清现有司法规制的谬误,还视频广告行业发展的健康蓝天。With the development of environment,video and advertising can be more closely combined.Due to the need of profitability,video websites support more and more video ads,but the quality of video ads getting worse and worse.Too long,too excessive,and too much video ads get the consumers in complaint.Based on the requirement of the consumers,video ads blocking software arises and rapidly develops.The birth of video ads block software makes video websites boycott and be panic.And a large number of video website v.video AD blocking software cases begin to appear.Courts in such cases overwhelmingly support video sites,and video AD blocking software is of unfair competition.But these judgments did not accord with the rules of the development of the market,and also did not conform to the international development trend.In this kind of unfair competition disputes,consumer interest protection should be considered and persist the principle of prudent intervention.According to the different types of video screen software and different behavior,judge should concrete analysis in the case,and properly consider the business model to protect video websites.

关 键 词：视频广告屏蔽 技术中立 商业道德 消费者利益保护 

分 类 号：D922.294[政治法律—经济法学]