分销型社交电商涉传销行为的法律规制

Legal Regulations of Distributed Social E-commerce-related Behaviors

近年来,以多层次分销经营为主要模式的分销型社交电商涉嫌传销问题频频发生。分销型社交电商合法的多层级分销经营模式与传销在形式上极为相似,但是二者在商业逻辑、盈利模式以及是否注重对消费者的保护等方面存在实质性的差别。现行《禁止传销条例》中关于传销的界定并不能完全适用于“互联网+”时代下对社交电商是否涉嫌传销的判定。实践中,监管部门也仅依据“入门费”“拉人头”和“团队计酬”的形式特征来认定分销型社交电商的传销行为。面对分销型社交电商发展进程中遭遇的法律困境,监管者应当厘清传销的实质特征在于欺诈,并在此基础上结合传销的形式特征,以此作为认定分销型社交电商传销的标准。

In recent years,distribution-based social e-commerce businesses with multi-level distribution operations as the main model have frequently been suspected of multi-level marketing(MLM)problems.The legal multi-level distribution business model of distribution-based social e-commerce is very similar in form to MLM,but there are substantial differences between the two in terms of business logic,profit model,and whether they pay attention to consumer protection.The definition of MLM in the current"Regulations on Prohibition of MLM"is not fully applicable to the determination of whether social e-commerce is suspected of MLM in the"Internet+"era.In practice,the regulatory authorities also only determine the MLM behavior of the distribution-type social e-commerce based on the formal characteristics of"introduction fee","recruitment"and"team compensation".Facing the legal dilemma encountered in the development of distribution-based social e-commerce,regulators should clarify that the substantive feature of MLM is fraud,and on this basis,combine the formal characteristics of MLM as the standard for identifying distribution-based social e-commerce MLM.