网络技术驱动下电商平台混淆行为的规制转型——以新《反不正当竞争法》为视角

Regulation Transformation of E-Commerce Platform Confusion Behavior under Network Technology Iteration—From the Perspective of the New “Anti-Unfair Competition Law”

摘要: 网络技术的高速迭代催生了电商领域商业标识的数字化转型与流量竞争的技术化重构，新《反不正当竞争法》第七条首次将“应用程序名称、图标、网页设计、新媒体账号名称、域名主体部分”等数字标识纳入商业标识范围，并明确“关键词隐性使用”可构成混淆行为，为数字经济的竞争法适用提供了全新坐标。然而，列举式立法仍难穷尽网络技术迭代带来的新型标识形态，“有一定影响”的认定在流量数据、用户活跃度等线上指标与传统线下证据之间摇摆不定；跨领域流量争夺常态化更使得“关联性混淆”的边界持续扩张，司法裁判尺度不一。本文通过梳理商业标识数字化、跨领域竞争、关键词隐性使用及“有一定影响”认定四大困境的基础上，结合2025年新法与最新司法解释，引入法律经济学分析工具评估规制强度对市场效率、创新激励和消费者福利的影响，提出“类型化标识 + 动态化认定 + 地域化限制 + 谦抑性兜底”的四维规制路径，以期在遏制网络搭便车与为技术创新留足空间之间实现再平衡。

Abstract: The rapid iteration of network technology has given birth to the digital transformation of business logos in the field of e-commerce and the technical reconstruction of traffic competition. Article 7 of the new Anti-Unfair Competition Law first includes digital logos such as “application name, icon, webpage design, new media account name, domain name main part” into the scope of business logos, and makes it clear that “hidden use of keywords” can constitute confusion, which provides brand-new coordinates for the application of competition law in digital economy. However, enumerative legislation is still difficult to exhaust the new logo forms brought about by network technology iteration, and the identification of “having certain influence” fluctuates between online indicators such as traffic data and user activity and traditional offline evidence; The normalization of cross-domain traffic competition makes the boundary of “relevance confusion” continue to expand, and the scale of judicial judgment is different. On the basis of combing the four dilemmas of digitalization of business logos, cross-domain competition, hidden use of keywords and identification of “having certain influence”, combined with the new law of 2025 and the latest judicial interpretation, this paper introduces legal and economic analysis tools to evaluate the impact of regulatory intensity on market efficiency, innovation incentives and consumer welfare, and puts forward a four-dimensional regulatory path of “typed logos + dynamic identification + regionalized restrictions + modest bottom-up”, with a view to achieving the goal of curbing network hitchhiking and leaving enough room for technological innovation.