“避风港”规则下直播带货平台商标权侵权的地位及义务研究

Research on the Status and Obligations of Live-Streaming E-Commerce Platforms Regarding Trademark Infringement under the “Safe Harbor” Rules

摘要: 数字经济的高速发展，带动了直播带货一类新兴商业模式的蓬勃发展，逐渐改变了消费者网络购物的方式及消费习惯。随着我国《信息网络传播权条例》《侵权责任法》《电子商务法》《民法典》对避风港规则的完善，对于网络服务提供者的地位与义务更加清晰，但是直播带货平台由于其本身属性问题，其复杂程度与一般的网络服务提供者、电子商务平台更甚，根据其不同的交易模式可分为“跳转式电商直播”与“非跳转式电商直播”，直播带货平台在不同交易模式下的避风港规则司法适用问题，需要明确其在商标权网络侵权中的地位与义务。作为纯粹的网络服务提供者或电子商务平台经营者，在现行法律规制下，对直播带货平台的审核义务不应过重。建议区分不同交易模式下的平台审核义务，尤其是“跳转式电商直播”的审核义务，避免滥用避风港规则。

Abstract: The rapid development of the digital economy has fueled the vigorous growth of emerging business models, such as live-streaming e-commerce, gradually changing the way consumers shop online and their consumption habits. With the improvement of the “safe harbor” rules in China’s Regulations on Internet Information Transmission Rights, Tort Liability Law, E-Commerce Law, and the Civil Code, the status and obligations of network service providers have become clearer. However, due to the inherent characteristics of live-streaming e-commerce platforms, their complexity surpasses that of general network service providers and e-commerce platforms. Based on different transaction models, they can be classified into “redirect-based e-commerce live streaming” and “non-redirect-based e-commerce live streaming”. The judicial application of safe harbor rules for live-streaming e-commerce platforms under these different transaction modes requires clarification regarding their status and obligations in trademark infringement cases online. As purely network service providers or e-commerce platform operators, the review obligations for live-streaming e-commerce platforms should not be overly burdensome under current legal regulations. It is suggested to differentiate the review obligations of platforms under different transaction models, especially the review obligations for “redirect-based e-commerce live streaming”, to avoid the misuse of safe harbor rules.