电子商务平台“网红”同款的法律规制研究

Research on the Legal Regulation of the Same Section of E-commerce Platform“Web Celebrity”

“网红经济”借助电子商务平台蓬勃发展,但“网红”一味地贪图变现速度,抢占市场,热衷于推出各类同款,实质为抄袭。我国现行知识产权体系下对于服饰类设计的保护遭遇困境,笔者拟在现行《反不正当竞争法》框架下,不突破识别性利益保护原则,结合电子商务平台大数据会给用户推送大量类似商品的特点,提出对《反不正当竞争法》第六条的“有一定影响”进行限缩解释,降低被抄袭方举证责任,只要被抄袭方举证证明其服饰设计具有独创性,先于抄袭方推出,该商品在电子商务平台具有一定范围的关注度,在该范围内的一般消费者能够通过该独创性设计识别商品来源即可证明抄袭方实施了《反不正当竞争法》中的混淆行为,以期打击电子商务平台的抄袭。

“Web celebrity economy”flourishes with the help of E-commerce platform,but“web celebrity”is obsessed with liquidity speed and is keen to launch all kinds of the same style to take market,the essence of what is plagiarism.Under the current system of intellectual property,the protection to the rights of the clothing design is difficult.In order to combat plagiarism on E-commerce platforms,the author propose that under the identification benefit protection principle,combining with the E-commerce platform is always push a large number of similar products to users,we should make a narrow interpretation of the“anti-unfair competition law”article 6 and reduce the burden of proof of the plagiarized party.As long as the plagiarized party can prove that his design is original also his product has launched before the copycat and has a certain range of attention in the E-commerce platform,the ordinary consumers within the scope can identify the source of the product through the original design,he can prove that the copycat has implemented the confounding behavior。