竞争法下网络视频广告屏蔽的定性与裁判研究

A Research on the Quality and Judgment of the Shielding of Internet Video Advertisement under the Competition Law

现有网络视频广告屏蔽案件的裁判结果在消费者权益、经营者利益和市场经济秩序三个方面均具有合理性。依据反不正当竞争法第二条认定广告屏蔽行为构成不正当竞争,也符合社会价值总福利的期待与要求。但是在"常态化疫情防控"的背景下,未来视频广告屏蔽案件的裁判规则,可以从理论依据和实践对策的角度进行创新:理论依据层面要厘清损害中立观与动态竞争观,重视竞争法中的"法益保护三重性",在难以确定特定损害的情况下,优先考虑消费者权益要素;实践对策层面可通过发布指导性案例以及在程序制度上通过更新案由设置、设立竞争审判庭以及适当运用诉前禁令制度的方式予以配套和完善。

the Internet video advertisement shielding case is a new type of case in the Internet competition dispute with high social concern.The existing judicial judgments are reasonable in three aspects:consumers’rights and interests,operators’interests,and the order of market economy.According to the anti unfair competition law,it is found that the act of advertising shielding constitutes unfair competition,and this judgment meets the expectation and requirement of the total welfare of social value.However,with the novel coronavirus spreading worldwide,China still faces the risk of"epidemic outbreak"in the fture.The state,society and individuals may face the situation of long-term coping,prevention and control of the virus.Under the background of"the normalization of epidemic prevention",the relevant factors of consumer rights and interests,such as the scale of online video user group,user demand and economic ability,will change to a certain extent,and will also have a direct impact on the changes of the relevant video advertising shielding cases.Considering the new changes of the situation and the total welfare of social value,the judicial judgments of video advertisement shielding cases in the future can be innovated on theoretical basis and with practical countermeasures from the perspective of competition law:(1)on the theoretical basis level,the neutral view of damage and the dynamic view of competition should be clarified,and attention should be paid to the"triple nature of legal interest protection"in competition law,and when it is difficult to determine the specific damage,we should consider consumers’rights and interests;(2)the practical countermeasures can be supplemented and improved by issuing guiding cases and updating the cause of action,setting up a competition tribunal and properly using the pre-litigation injunction system in the procedural system.