电商平台“通知–删除”规则检视与完善构想

Review and Improvement Proposals for the “Notice-and-Take-Down” Policy on E-Commerce Platforms

摘要: 电商平台的迅猛发展使知识产权保护成为平台治理的关键议题。“通知–删除”规则作为重要保护机制在我国电商平台广泛应用，其源于美国《千禧年数字版权法》避风港条款。然而，规则实施中暴露出恶意投诉泛滥、平台责任过重、救济机制不完善等问题，影响规则效用。本文深入剖析该规则立法溯源与规范内容，探讨实践困境，提出加强平台实质审查义务、改造“通知–删除”规则、增设通知担保制度等改进措施，为电商平台知识产权保护提供解决方案，推动电商行业健康发展。

Abstract: The rapid growth of e-commerce platforms has made intellectual property protection a critical issue in platform governance. The “notice-and-takedown” rule, originating from the safe harbor provisions of the U.S. Digital Millennium Copyright Act, has been widely adopted as a key protective mechanism on Chinese e-commerce platforms. However, its implementation has exposed problems such as rampant malicious complaints, excessive platform liability, and inadequate redress mechanisms, undermining the rule’s effectiveness. This paper delves into the legislative origins and normative content of the rule, examines practical challenges, and proposes improvement measures such as strengthening platforms’ substantive review obligations, reforming the “notice-and-takedown” rule, and establishing a notice security system. These solutions aim to enhance intellectual property protection on e-commerce platforms and promote the healthy development of the e-commerce industry.