电商绝对化用语的禁用边界与例外情形适用研究

Research on the Application of Prohibited Boundaries and Exceptions of E-Commerce Absolute Terms

摘要: 法律对绝对化用语的严格规制，在电商领域遭遇了规范文本与数字经济实践的深度碰撞。电商广告的数字化、碎片化、互动性特征对于建立在传统广告内涵框架下的规范和机制提出了挑战。本文立足电商实际场景，从法律语言的固有局限、电商平台“一刀切”审核困境、企业多元广告需求的合规冲突、消费者理解差异四个核心维度，剖析当前适用中的深层矛盾，并提出“法理适配–技术优化–主体协同”的三维完善路径。研究旨在破解电商绝对化用语规制中的“规制过度”难题，为电商行业合规创新、平台精准监管提供理论支撑与实践指引。

Abstract: The strict regulation of absolute terms by law has encountered a deep collision between standardized text and digital economic practice in the field of e-commerce. The digital, fragmented, and interactive characteristics of e-commerce advertising pose challenges to the norms and mechanisms established within the traditional advertising connotation framework. Based on the actual scenario of e-commerce, this article analyzes the deep-seated contradictions in the current application from the four core dimensions of the inherent limitations of legal language, the dilemma of “one-size-fits-all” audit of e-commerce platforms, the compliance conflict of diversified advertising needs of enterprises, and differences in consumer understanding, and puts forward the three-dimensional completion of “legal adaptation-technology optimization-subject coordination”. The research aims to solve the problem of “excessive regulation” in the regulation of e-commerce absolute terms, and provide theoretical support and practical guidance for compliance innovation and accurate supervision of the e-commerce industry.