电子商务平台“通知–删除”规则完善路径研究

Research on the Improvement Paths of the “Notice-and-Takedown” Rule for E-Commerce Platforms

摘要: “通知–删除”规则作为网络知识产权保护的核心机制之一，其实践价值与制度功能十分突出，但现行规则在通知与反通知方面存在着削弱电子商务平台经营者的注意义务、必要措施相关规定仍显抽象、反通知规则适用困境等方面的问题，本文梳理“通知–删除”规则的含义、起源及在《中华人民共和国电子商务法》(以下简称《电子商务法》)和《中华人民共和国民法典》(以下简称《民法典》)中的制度安排，剖析其在电子商务平台适用中的现实困境，据此提出强化电商平台经营者注意义务、明确必要措施范畴的判定基准与适用限制、完善反通知规则体系等建议。通过这些建议平衡权利人、平台及平台内经营者三方利益，促进电子商务行业健康发展。

Abstract: As a core mechanism for protecting intellectual property rights online, the “notice-and-takedown” rule demonstrates significant practical value and institutional functionality. However, current regulations exhibit several shortcomings: provisions related to notices and counter-notices weaken the duty of care for e-commerce platform operators; requirements for necessary measures remain abstract; and challenges persist in applying counter-notice rules. This article examines the meaning, origins, and institutional arrangements of the “notice-and-takedown” rule within the E-Commerce Law of the People’s Republic of China (hereinafter referred to as the E-Commerce Law) and the Civil Code of the People’s Republic of China (hereinafter referred to as the Civil Code). It analyzes practical challenges in its application on e-commerce platforms and proposes recommendations to strengthen operators’ duty of care, clarify the scope and limitations of necessary measures, and refine the counter-notice framework. These recommendations aim to balance the interests of rights holders, platforms, and platform-based operators, thereby promoting the healthy development of the e-commerce industry.