电商平台商标侵权“通知–删除”规则的困境与完善

The Dilemmas and Improvements of the “Notice-and-Takedown” Rule for Trademark Infringement on E-Commerce Platforms

摘要: 电商平台商标侵权“通知–删除”规则是平衡权利人维权、平台合规与商家经营权益的核心制度，但其在实践中面临“有效通知认定标准模糊”“平台审核义务边界不清”“错误通知救济缺失”等困境。本文结合《电子商务法》《民法典》及《商标法》相关条款与司法案例，分析规则运行的现实矛盾，揭示困境成因，并从细化通知标准、界定审核义务、完善追责机制三方面提出完善路径，为电商平台商标保护与市场秩序规范提供参考。

Abstract: The “notice-and-takedown” rule for trademark infringement on e-commerce platforms is a core system that balances the rights protection of right holders, platform compliance, and the operational rights and interests of merchants. However, in practice, it faces dilemmas such as “ambiguity in the identification standards of valid notices”, “unclear boundaries of platforms’ review obligations”, and “lack of remedies for erroneous notices”. Combining relevant provisions of the E-Commerce Law, the Civil Code, and the Trademark Law as well as judicial cases, this paper analyzes the practical contradictions in the operation of the rule, reveals the causes of the dilemmas, and proposes improvement paths from three aspects: refining notice standards, defining review obligations, and improving the accountability mechanism, so as to provide reference for the protection of e-commerce platform trademarks and the regulation of market order.