互联网经济背景下视频广告屏蔽行为的法律规制

Legal Regulation of Video Shielding Behavior under the Background of the Internet Economy

摘要: 随着电子商务与互联网广告深度融合，视频广告屏蔽行为对“免费 + 广告”的商业模式造成冲击，引发法律规制需求。本文从竞争法视角出发，分析视频网站与广告屏蔽软件之间存在的广义竞争关系，指出屏蔽行为可能通过削减广告收益、干扰电商引流机制破坏市场秩序。司法实践中，法院多依据《反不正当竞争法》一般条款，从实际损害、商业道德违反及技术中立抗辩等维度进行认定。研究借鉴美、德等国经验，提出应平衡消费者权益与商业模式创新，探索白名单制度等合规路径，建议通过优化广告投放策略与强化行业自律，实现电商经济下各方利益的合理协调。

Abstract: With the deep integration of e-commerce and the Internet, video blocking behavior has impacted the “free + advertising” business, triggering the need for legal regulation. From the perspective of competition law, this article analyzes the broad competition relationship between video websites and shielding software, and points out that shielding behavior may cut revenue and interfere with the market order of e-commerce attraction mechanism. In judicial practice, most of them are based on the general provisions of the Anti-Unfair Competition Law, and are identified from the dimensions of actual damages, business ethics violations, and technological neutrality defenses. Drawing on the United States, Germany and other countries, the study proposes balancing consumer rights and commercial innovation, exploring compliance paths such as whitelisting systems, and suggesting that the interests of all parties in the e-commerce economy be reasonably coordinated through the optimization of placement strategies and the strengthening of industry self-regulation.