网络游戏诱导性奖励应该禁止吗?——以《网络游戏管理办法(草案征求意见稿)》第18条为中心  

Should Induced Rewards in Online Games Be Banned?——Focusing on Article 18 of the Measures for the Administration of Online Games(Draft for Comments)

作　　者：张平华[1] 董媛媛 ZHANG Pinghua;DONG Yuanyuan(School of Law,Shandong University,Qingdao Shandong 266237,China)

机构地区：[1]山东大学法学院,山东青岛266237

出　　处：《北京理工大学学报(社会科学版)》2025年第2期136-147,共12页Journal of Beijing Institute of Technology:Social Sciences Edition

基　　金：山东大学法学院研究生科研创新项目(2022SDFXYYKB001)。

摘　　要：《网络游戏管理办法(草案征求意见稿)》第18条拟禁止诱导性奖励,这一做法并不妥当。网络游戏中的诱导性奖励主要包括以增加用户投入时间的使用奖励和增加经营者营收的消费奖励。诱导性奖励利用用户的有限理性,通过参与习惯养成、助推行为转变、混淆消费评估,实现提高用户参与度、促成交易之目的。网游经营者享有营业自由权的范围包括自主设置奖励这一营业事项的自由。限制设置网游奖励属于法律保留事项。禁止诱导性奖励缺乏上位法依据,亦不满足行政手段限制权利的比例原则。网游界面的奖励规则和奖励内容是经营者向用户发出的要约,用户实施使用或消费行为构成承诺,两者间形成包含奖励的网络服务合同。奖励价值不得超过法定的有奖销售最高奖金额。经营者设置满足该前提的奖励不为竞争法所禁止,涉及此类奖励的合同亦不违反强制性规定和公序良俗。Article 18 of the Measures for the Administration of Online Games(Draft Exposure Draft)proposes the prohibition of induced rewards,a practice that is not legitimate.Induced rewards in online games mainly include usage rewards for increasing users'time involvement and consumption rewards for increasing operators'revenue.Induced rewards exploit the limited rationality of the user,and through the formation of participation habits,promote behavioural changes,and confuse consumption evaluation to achieve the purpose of increasing user participation and facilitating transactions.The scope of the right to freedom of business entitled by online game operators includes the freedom to independently set up rewards for business matters,and the restriction on setting up rewards for online games is reserved by law,and the prohibition of induced rewards lacks the basis of the supreme law and does not satisfy the principle of proportionality of the restriction of rights by administrative means.The reward rules and reward content of the online games screen are an offer from the operator to the user,and the user's usage or consumption conduct constitutes a commitment to form a network service contract containing rewards between the parties.The value of the reward should not exceed the legal maximum prize amount for the sale of prizes.The offering of rewards by the operator that fulfil this prerequisite is not prohibited by competition law,and contracts involving such rewards do not violate mandatory provisions and public order and morals.

关 键 词：网络游戏 诱导性奖励 禁止性规定 营业自由 规制 

分 类 号：DF411[政治法律—经济法学] DF393[政治法律—法学]