“一键同意”模式下电商格式条款的规制

Regulation of E-Commerce Standard Terms under the “One-Click Consent” Model

摘要: “一键同意”作为电商平台格式条款缔约的主流模式，在提升交易效率的同时，因网络空间虚拟性、信息不对称及消费者“有限理性”，导致格式条款陷入“形式同意而非实质合意”的困境。电商平台常通过超链接隐藏、全段加粗稀释重点、默认勾选等方式弱化提示义务，消费者对涉及后悔权、费用承担、单方变更权等重大利害关系的条款缺乏认知，引发大量纠纷。故从“订入控制–效力控制–监管保障”三个维度构建规制体系：订入环节明确电子环境下提示说明义务的具体标准，破解“显著信息非显著”难题；效力层面引入“黑名单”“灰名单”制度，区分绝对无效与相对无效情形；监管端整合行政事前审查与司法个案裁判，辅以技术手段实现条款可视化。最终在效率与公平间找到平衡，保障消费者权益，规范电商市场秩序。

Abstract: The “one-click consent” serves as the predominant model for standard contract formation on e-commerce platforms. While it enhances transaction efficiency, the virtual nature of cyberspace, information asymmetry, and consumers’ “bounded rationality” lead to the dilemma of “formal consent rather than genuine agreement” in standard terms. E-commerce platforms often weaken their duty to disclose by hiding links, diluting key points with excessive bolding, or enabling default checkboxes, resulting in consumer unawareness of critical clauses such as the right to regret, cost allocation, and unilateral modification rights, which trigger numerous disputes. Therefore, a regulatory system is proposed across three dimensions: “incorporation control-effectiveness control-regulatory safeguards”. At the incorporation stage, specific standards for disclosure and explanation obligations in the digital environment are defined to address the issue of “non-significant information”. At the effectiveness level, a “blacklist” and “graylist” system is introduced to distinguish between absolute invalidity and relative invalidity scenarios. On the regulatory side, administrative pre-review and judicial case adjudication are integrated, supplemented by technical measures to visualize terms. Ultimately, a balance between efficiency and fairness is achieved, safeguarding consumer rights and standardizing the e-commerce market order.