反不正当竞争法架构下的区别性原则

Separation Principle under the Regime of the Law against Unfair Competition

区别性原则经中国广告法确立,但其竞争法属性突出。区别性原则的基础法律逻辑是承认内容提供者对其所发布内容进行编辑控制的自主性和独立性,为此,须在编辑控制与区别性原则之间构建必要的法律联系,基于编辑控制实现编辑处理内容与商业信息的区分。同时,应确认互联网用户自主发表言论时对编辑控制的分享,使得区别性原则可以适用于包括互联网信息服务提供者与互联网用户在内的所有编辑控制主体发布的信息,以实现虚假信息的有效规制。应当借鉴区别性原则的二元规制模式,突破广告法的局限,进一步确立编辑控制对包括广告及商业宣传在内的所有商业信息的识别功能,完善一般性的商业信息识别和标示制度,最终在反不正当竞争法层面实现区别性原则的系统制度构建。

The principle of separation established by Chinese Advertising Law has strong implications for competition law as well. The basic legal logic behind this principle lies in the acknowledgment of autonomous and independent editorial control exercised by content providers over the content offered. A necessary legal connection should therefore be established between editorial control and the principle of separation. Furthermore, editorial content and business communications can be identified and differentiated based on the editorial control concept. Meanwhile, it is also necessary to acknowledge the right of Internet users to take part in editorial control over their own online speeches, so that the principle of separation can be applied to information provided by all entities exercising editorial control, including Internet users and Internet information service providers, and disinformation can be effectively countered in accordance with law. A two-pronged approach should be adopted to the application of the principle of separation. For this purpose, the editorial control concept should be further acknowledged in the identification of any business communication. A general mechanism beyond the range of the Advertising Law should thus be built to effectively identify and label all business communications. By this means, a system for comprehensive application of the principle of separation under the regime of the law against unfair competition can finally be established.