互联网广告屏蔽行为正当性判定研究——以利益衡量方法为工具

Research on the Judgment of the Justification of InternetAdvertising Blocking Behavior——Taking the Method of Benefit Measurement as a Tool

互联网屏蔽广告行为因受消费者欢迎而普遍存在,却损害在先经营者利益。法院普遍裁判模式为认定正当商业模式值得保护,判定屏蔽行为为不正当竞争行为。该做法忽略竞争损害存在的中立性,忽视评判时应当考虑的消费者利益以及社会公共利益。针对当前裁判模式的不足之处,剖析竞争所涉多元利益,建议在广告屏蔽案件中,以利益衡量方法综合考量所涉竞争者利益、消费者利益以及社会公众利益,以比例原则作为利益衡量方法的工具,重新审视互联网领域广告屏蔽行为的正当性,并结合具体案例提出可操作性的思路方法。

Internet blocking advertising is widespread because it is popular with consumers,but it harms the interests of previous operators.The court's general judgment model is that the legitimate business model is worth protecting,and the shielding behavior is unfair competition.This approach ignores the neutrality of competition damage,and ignores the consumer interests and public interests that should be considered in the judgment.In view of the shortcomings of the current refereeing model,it analyzes the multiple interests involved in competition.It is recommended that in the case of advertising shielding,the interests of competitors,consumers,and the public be taken into consideration by the method of interest measurement,and the principle of proportionality should be used tools to determine the legitimacy of shielding behaviors,and put forward practical ideas and methods in conjunction with specific cases.