数字经济背景下“刷量行为”的规制进路初探

A Preliminary Study on the Regulatory Approach of"Volume Painting"in the Context of Digital Economy

流量是数字经济背景下经营者参与市场竞争所必须争夺的重要资源,以虚增流量为核心的刷量行为是新型不正当竞争行为的代表之一。目前,刷量行为在自媒体平台广泛存在,对于公平竞争秩序、平台公信力以及消费者权益都有着不同程度的损害,治理实践中也存在诸多难题:首先,法院对刷量行为的裁判观点存在争议,对于是否将其认定为组织虚假交易行为存在混淆,应加强刷量行为的理论研究,辨明其与组织虚假交易行为之间的异同,统一法律适用。其次,当前行政监管缺位,建议加大执法力度,提高对刷量案件的处罚金额。最后,消费者维权途径不畅,在诉讼中处于弱势地位,建议从立法层面增设公益诉讼条款,赋予消费者诉权,兼顾整体利益与个体利益,最终实现对刷量行为的有效规制。

In digital economy,the brushing behavior with inflated traffic is one of the representatives of new types of unfair competition behavior.At present,the behavior of brushing volume is widely used in self-media platforms,and has different degrees of damage to the order of fair competition,the credibility of the platform and the rights and interests of consumers,thus left many practical and theoretical problems to be solved.First of all,the court has a dispute over the adjudication view of the brushing behavior.Secondly,law enforcement efforts should be increased to increase the amount of penalties for brush cases.Finally,public interest litigation clauses should be added from the legislative level to give consumers the right to sue.