反不正当竞争法视域下的网络刷单行为规制探析  

Research on the Regulation of Click Farming from the Perspective of Anti-unfair Competition Law

作　　者：张素伦[1] 胡倩倩 ZHANG Su-Lun;HU Qian-Qian(School of Law,Zhengzhou University,Zhengzhou 450000,Henan,China)

机构地区：[1]郑州大学法学院,河南郑州450000

出　　处：《长江师范学院学报》2022年第3期86-92,共7页Journal of Yangtze Normal University

基　　金：国家社会科学基金项目“数据驱动型垄断行为法律规制研究”(18BFX189);河南省高校科技创新团队支持计划“数据垄断防控”(211RTSTHN012)。

摘　　要：随着网购经济的不断发展,网络刷单行为成为电商经营者提高市场竞争力的重要手段。网络刷单行为严重破坏了公平的市场竞争环境,侵害了消费者的权益,作为主要规制网络刷单行为的反不正当竞争法规在实施中面临许多困境,因此完善反不正当竞争法规中的相关规定对规制刷单行为有重要意义。通过明确刷单行为的概念、特征及违法表现形式,分析我国反不正竞争法规的现状与不足,针对该法中存在的法律责任主体过窄、平台监管力度不足以及相关处罚力度较弱的问题,在学习域外国家规制刷单行为的经验基础上,提出对完善我国反不正当竞争法应当拓宽法律责任主体、细化网购平台监管职责,加大相关处罚力度的建议。With the continuous development of online shopping economy,online click farming has become an important means for e-commerce operators to improve their market competitiveness.Online click farming seriously destroys the fair mar⁃ket competition environment and infringes on the rights and interests of consumers.As the main regulation method of online click farming,the anti-unfair competition law faces many difficulties in its implementation.Therefore,it is of great significance to improve the relevant provisions of the anti-unfair competition law for the regulation of online click farming.By clarifying the concept,characteristics and illegal forms of online click farming behavior,this paper analyzes the current situation and deficien⁃cies of the regulation of China's anti-unfair competition law.In view of the problems existing in the law,such as too narrow sub⁃ject of legal responsibility,insufficient platform supervision and weak relevant punishment,this paper suggests that we should broaden the subject of legal responsibility,refine the supervision responsibilities of online shopping platform,and strengthen the relevant punishment to improve China's anti-unfair competition law,based on the experience of foreign countries in regulating click farming.

关 键 词：网络刷单 虚假宣传 商业诋毁 反不正当竞争法 

分 类 号：D912.29[政治法律—民商法学]