网络主播跳槽行为的反不正当竞争法适用问题研究

Research on the Application of Anti-Unfair Competition Law in the Job Hopping Behavior of Streamer

摘要: 随着网络直播行业的快速发展，主播跳槽纠纷频繁发生。在司法实践中，法院在适用一般条款判断第三方平台的行为是否构成不正当竞争时，常出现“商业道德”界定模糊导致的“同案不同判”现象。基于《反不正当竞争法》修订后的价值导向，在竞争行为是否违反商业道德无法证成的情况下，应转向对经营者权益、消费者福利与竞争秩序的三元利益衡量路径。若主播跳槽行为有利于提升消费者福利和竞争秩序，即使损害原平台利益，也不应简单认定为不正当竞争。

Abstract: With the rapid development of the live streaming industry, disputes arising from anchors switching platforms have become increasingly frequent. In judicial practice, when applying general clauses to determine whether third-party platforms have engaged in unfair competition, courts often encounter inconsistent rulings in similar cases due to the ambiguous definition of “commercial ethics”. Based on the value orientation of the revised Anti-Unfair Competition Law, when it is difficult to prove whether a competitive act violates commercial ethics, the focus should shift to a tripartite interest balancing approach that considers the rights and interests of operators, consumer welfare, and competitive order. If the act of an anchor switching platforms benefits consumer welfare and promotes competitive order, it should not be simply deemed as unfair competition—even if it causes harm to the original platform’s interests.