视频广告过滤行为的竞争法规制——以用户预期为观察视角

Regulations by Competition Law of Video Advertising Blocking Behaviors——From the Perspective of Users’ Expectation

反不正当竞争法修订前,法院只得适用一般条款来处理视频广告过滤案件,但这一裁判路径在行为正当性的认定上存在较大争议,一般条款在该情形下也缺乏指导价值。《反不正当竞争法》修订后,该类案件可适用互联网专条兜底项进行认定,以用户为观察视角,区分免费用户和付费用户,并以其是否具有合理预期作为判断依据来认定被告行为是否妨碍、破坏原告服务的正常运行,再结合被告是否具有针对性以及是否存在诱导式宣传等情形认定其是否具有主观恶意,被告只有符合上述构成要件才构成不正当竞争。

Before the amendment of Anti-Unfair Competition Law, the court had to apply the general provisions to deal with the video advertisement blocking cases. However, this way of determining the legitimacy of defendant's behavior is controversial and the general provisions also lack guiding value in this cases. After the amendment, this kind of cases can be decided according to the miscellaneous provisions of the Internet special item. From the perspective of users, distinguish free users and paying users, and determine whether defendant's behavior hinders or destroys the normal operation of plaintiff's service based on whether the users have reasonable expectations or not. Then combine with defendant’s behaviors, including whether it takes the plaintiff as the target, whether there is inducement propaganda and so on, to cognizance whether the defendant has subjective malice or not. The defendant’s behavior constitutes unfair competition only if it conforms to the above-mentioned constituent elements.