直播电商混淆行为的商标侵权认定与治理研究

Research on the Determination and Regulation of Trademark Infringement Arising from Confusion Acts in Live-Streaming E-Commerce

摘要: 随着直播电商的蓬勃发展，混淆行为日益突出，其以商标仿冒、场景混淆等隐蔽形式出现，不仅损害了商标权人和消费者权益，也对现行《商标法》的适用带来挑战。论文聚焦直播电商场景下“傍名牌”行为的商标侵权认定与治理困境，旨在构建适应数字经济特点的保护规则体系。在商标侵权认定方面，提出以《商标法》和《反不正当竞争法》为核心路径，做适当调整。鉴于直播购物中消费者冲动、注意力分散的特点，建议将核心要件“混淆可能性”的认定标准适度放宽，采用一般理性消费者在直播购物环境中的注意力标准，以更有效地平衡各方权益。当前治理面临多重困境，司法层面存在“混淆可能性”的举证困难；平台层面AI技术在识别非标准表达与场景氛围时能力受限；行政层面则有跨区域执法协调不便和资源不足的问题。为此，提出协同治理对策，在司法/行政层面，应出台简单指引来明确混淆判断要点，并建立跨区域执法简易协作机制；在平台层面，须优化AI识别功能，建立侵权快速响应通道，并推动黑名单共享，以提升整体治理效率，促进行业健康有序发展。

Abstract: With the rapid growth of live-streaming e-commerce, confusing practices have become increasingly prominent. These behaviors, often manifested in covert forms such as trademark imitation and scene-based confusion, not only undermine the rights and interests of trademark holders and consumers, but also pose challenges to the application of the current Trademark Law. This study focuses on the identification and governance dilemmas of “brand piggybacking” in live-streaming e-commerce, with the aim of constructing a regulatory framework suited to the characteristics of the digital economy. In terms of trademark infringement identification, the paper proposes adopting the Trademark Law and the Anti-Unfair Competition Law as the core legal pathways, with appropriate adjustments. Considering that consumers in live-streaming shopping environments tend to make impulsive decisions and exhibit reduced attention, it is suggested that the assessment standard for the key element—likelihood of confusion—should be moderately relaxed. A standard based on the attention level of an ordinary, reasonable consumer specifically in the live-streaming shopping context is recommended to more effectively balance the interests of all parties. Currently, governance efforts face multiple challenges. Judicially, it is difficult to produce evidence sufficient to establish the likelihood of confusion; on the platform side, AI technologies remain limited in identifying non-standard expressions and atmosphere-based cues; administratively, cross-regional coordination is inefficient, and enforcement resources remain insufficient. Accordingly, this paper proposes a collaborative governance approach. At the judicial and administrative levels, simple and clear guidelines should be issued to clarify key factors for confusion analysis, and a streamlined cross-regional enforcement coordination mechanism should be established. At the platform level, AI recognition capabilities should be enhanced, fast-response channels for infringement should be created, and blacklist-sharing mechanisms should be promoted to improve overall governance efficiency and foster the healthy and orderly development of the industry.