恶意差评的名誉侵权规制:问题及解决

Regulation of Reputation Infringement for Malicious Commentary Remarks:Problems and Solutions

近年来,因恶意差评引发的诉讼频发,司法实践中就适用名誉侵权规制还是商誉侵权规制存在争议:从理论看,适用名誉侵权规制则更为周全;从实践看,网店经营者在名誉侵权诉讼中败诉率极高,诉讼规制的主要障碍在于“恶意”认定难,部分个人网店不具有名誉权“主体资格”以及平台的评论申诉机制救济不利。为解决这一问题,营造良好的网络营商环境,有必要在裁判中统一“恶意”认定标准,准用网络虚拟人格权保护不具有“主体资格”的个人网店,在机制上建立平台内评价仲裁制度。

In recent years,lawsuits arising from malicious reviews have been frequent,and there is a controversy in judicial practice over whether to apply the reputation tort regulation or the goodwill tort regulation.From a theoretical point of view,it is more comprehensive to apply the reputation tort regulation.From a practical point of view,the online store operators have a very high rate of defeat in the reputation tort lawsuits.Firt obstacle to the litigation regulation is the difficulty of determining“maliciousness”.Second obstacle is that some online stores do not have the“subject qualification”of reputation right.Third obstacle is that platform’s comment complaint mechanism is unfavorable.In order to solve this problem,it is necessary to unify the criteria for determining“maliciousness”in the adjudication,to protect individual online stores that do not have“subject qualifications”by using the virtual personality rights of the network,and to establish a platform evaluation arbitration system in the mechanism.