论社交网络互动广告中的获利返还

Profit Return in Interactive Advertising on Social Networks

随着社交网络平台等一系列互联网工具的快速兴起,传统民事权益不免会受到科技进步的冲击。因为无论是姓名权还是个人信息上的经济利益在现行民法框架内都受到了保护,且存在多种请求权竞合的情况。所以社交网络互动广告在姓名权与个人信息两个层面均对其用户的民事权益构成侵害。姓名权上的经济权益依侵权法、不当得利法及无因管理法可以得到不同程度的保护,但是从无因管理法出发可以得到最大程度的利润返还。个人信息的保护则应当从侵权法的角度出发,但需要将补偿范围限定在受害人遭受的损害范围内。

With the rapid rise of a series of Internet tools such as social networking platforms,traditional civil rights and interests will inevitably be impacted by the progress of science and technology.Because both the right to name and the economic interests of personal information are protected within the framework of the current civil law by so many competing claims.Therefore,the social network interactive advertising infringes on the civil rights and interests of its users at both levels of name right and personal information.The economic rights and interests of the right to name can be protected to varying degrees according to the tort law,the unjust enrichment law and the negotiorum gestio law,and the negotiorum gestio law can bring the maximum profits.The protection of personal information should proceed from the perspective of tort law,but the scope of compensation should be limited to the damage suffered by the victim.