电子商务平台知识产权恶意投诉的保险衡平机制

Insurance Equity Mechanism of Malicious Intellectual Property Complaints on E-Commerce Platforms

电子商务平台知识产权恶意投诉行为多发,缘于《电子商务法》“通知—删除”规则设计中各主体间权利义务的不平衡。规则中的程序性权利遭遇滥用,加之电子商务行业具有特定的促销期间,使恶意投诉行为更具靶向性。平台内经营者救济机制时效性弱、维权成本高、举证责任大、维权意愿低,进一步助长恶意投诉势头。恶意投诉行为的“成本—收益”二元结构,既包括发起“通知(投诉)”低廉的经济成本,也包括触发必要措施的效果收益。保险衡平机制可通过责任保险的形式提高错误投诉成本,缓和必要措施的实施,有效瓦解恶意投诉的行为动机与期待效果,满足恶意投诉问题的治理需求。在现有“通知—删除”规则框架下,建立对通知内容的分流机制,引入必要措施保险和反必要措施保险,通过实时冻结被通知商品销售款、优化保险服务等辅助措施增强程序衔接,从而抑制恶意投诉人的主观动机,加速权利人维权进程,促进知识产权保护的正外部性。

The frequent occurrence of malicious intellectual property complaints on e-commerce platforms is due to the imbalance of rights and obligations among various subjects in the design of the notice-deletion rules of the E-Commerce Law.The abuse of procedural rights in the rules,coupled with the fact that the e-commerce industry has a specific period of promotion,makes malicious complaints more targeted.The relief mechanism of operators within the platform has weak timeliness,high cost of safeguarding rights,high burden of proof and low willingness to safeguard rights,which further encourages the momentum of malicious complaints.The dual structure of malicious complaint includes both the low economic cost of issuing complaint and the effect benefit of triggering necessary measures.The insurance equity mechanism can improve the cost of the wrong complaint in the form of complaint insurance,ease the implementation speed of necessary measures,effectively disintegrate the behavioral motivation and expected effect of malicious complaints,and meet the governance needs of malicious complaints.Under the framework of the rule,it is necessary to establish the contents of the notification distribution mechanism,introducing the Necessary Measures Insurance(NMI)and the anti-Necessary Measures Insurance(anti-NMI),and through real-time freeze informed of commodity sales,to optimize insurance service auxiliary measures such as strengthening program,thus inhibiting subjective motive of malicious complainants,accelerate the holder of rights protection,promote the positive externalities of intellectual property protection.