短视频营销平台侵权责任与著作权保护研究——基于电商推广场景的案例分析

A Study on Liability for Infringement and Copyright Protection in Short Video Marketing Platforms—Case Analysis Based on E-Commerce Promotion Scenarios

摘要: 短视频营销平台的迅猛发展，在推动电子商务创新与消费转化的同时，也使得用户生成内容(UGC)中的著作权侵权纠纷日益频发。尤其在直播带货、商品测评等电商推广场景中，侵权内容通过算法推荐进入商品流量池，直接关联交易转化，对传统“避风港原则”的适用构成三重挑战：海量碎片化内容冲击通知–删除机制、算法推荐模糊平台中立边界、商业转化加剧侵权损害不可逆性。本文聚焦的核心问题是：电商化短视频平台在版权侵权中的责任应如何界定？特别是，其利用“算法推荐”对推广内容进行分发的行为，如何重构其“应知”状态的认定标准？本研究采用案例分析法和法教义学分析法，通过对典型电商侵权判例的梳理，重新阐释《民法典》及《信息网络传播权保护条例》中的“通知–必要措施”规则与“红旗标准”。研究认为，平台不能以技术中立为由免除责任；当算法推荐成为内容分发的核心方式、且侵权内容与商业推广紧密结合时，平台的法律角色已从被动传输者转向主动参与者与利益获得者，其注意义务标准应相应提高。本文建议引入“分级注意义务”理念，对处于商品推荐位、直播切片及热门榜单的营销内容施加更高审查义务。最终，平台责任认定需基于技术可行性与商业场景特性进行综合考量，以构建著作权保护与电商生态创新平衡的治理机制，为短视频营销的可持续发展提供法治保障。

Abstract: The rapid growth of short-video marketing platforms has driven innovation in e-commerce and consumer conversion while also leading to increasingly frequent copyright infringement disputes within user-generated content (UGC). Particularly in e-commerce promotion scenarios like live-streamed sales and product reviews, infringing content enters product traffic pools through algorithmic recommendations, directly impacting transaction conversions. This poses a triple challenge to the application of the traditional “safe harbor principle”: massive fragmented content overwhelms notice-and-takedown mechanisms; algorithmic recommendations blur the boundaries of platform neutrality; and commercial conversions exacerbate the irreversibility of infringement damages. This paper focuses on the core question: How should the liability of e-commerce short-video platforms in copyright infringement be defined? Specifically, how does their use of “algorithmic recommendations” to distribute promotional content reshape the criteria for determining their “knowledge” status? Employing case analysis and doctrinal methodology, this study reinterprets the “notice-necessary measures” rule and “red flag standard” under the “Civil Code” and the “Regulations on the Protection of Information Network Transmission Rights” through examination of representative e-commerce infringement precedents. The study concludes that platforms cannot evade liability by invoking technological neutrality. When algorithmic recommendations become the primary method of content distribution and infringing content is closely integrated with commercial promotion, the platform’s legal role shifts from passive transmitter to active participant and beneficiary. Consequently, the standard of its duty of care should be elevated. The paper proposes introducing a “tiered duty of care” framework, imposing heightened scrutiny obligations on marketing content featured in product recommendation slots, livestream snippets, and trending charts. Ultimately, platform liability determinations must be based on a comprehensive assessment of technical feasibility and commercial context to establish a governance mechanism balancing copyright protection with e-commerce innovation. This approach provides legal safeguards for the sustainable development of short-video marketing.