《反不正当竞争法》视域下广告屏蔽行为的定性研究

Qualitative Research on Advertising Blocking Behavior from the Perspective of Anti-Unfair Competition Law

在网络大环境下,尤其是短视频流量的兴起,视频、短视频流量的娱乐输送已经成为现在大众文化娱乐的主流方式。如今的视频、短视频流量的营业模式,大致为“免费 + 广告”的营业模式,在司法环境下,重点问题则突出在该模式中的“广告”中,主要体现在许多与视频软件营业商相关联的互联网企业为视频、短视频用户提供使用视频、短视频软件的屏蔽广告插件。而用户对关联互联网企业提供的屏蔽广告插件的使用则打破了视频输出软件营业模式在“免费 + 广告”的盈利模式。在此环境下,视频营业商和互联网企业的竞争行为往往引起争议,司法视域下,视频营业商往往以不正当竞争为由起诉与关联的互联网企业,控告其提供屏蔽广告插件存在不正当竞争行为。本文则从该视角出发,深度理解视频软件营业商与其关联互联网企业为用户提供屏蔽广告插件的竞争行是否触及不正当竞争。

In the network environment, especially the rise of short video traffic, video, short video traffic entertainment transportation has become the mainstream way of popular cul-ture entertainment. Nowadays, the business mode of video and short video traffic is roughly “free + advertisement”. In the judicial environment, the key problem is highlighted in the “advertisement” in this mode, which is mainly reflected in many Internet enterprises related to video software op-erators to provide video and short video users with the use of video and short video software advertising plug-in. However, users’ use of ad-blocking plug-ins provided by affiliated Internet enterpris-es breaks the business model of video output software in the “free + advertisement” profit model. In this environment, the competition between video operators and Internet enterprises is often controversial. From the judicial perspective, video operators often sue related Internet enterprises on the grounds of unfair competition, accusing them of providing AD shielding plug-ins for unfair com-petition. From this perspective, this paper deeply understands whether the competition line of video software business and its associated Internet enterprises providing users with AD shielding plug-ins touches on unfair competition.