《反不正当竞争法》下流量竞争行为的正当性边界

The Legitimacy Boundary of Traffic Competition Behavior under the Anti-Unfair Competition Law

摘要: 随着互联网技术的迅速发展，商业领域出现了新的经营模式，流量成为经营者争相追逐的要素。但是经营者利用技术手段实施流量劫持、资源窃取、数据造假等案例也层出不穷。2025年我国修订并通过了《中华人民共和国反不正当竞争法》(以下简称《反不正当竞争法》)在互联网监管、平台责任、滥用相对优势地位及商业贿赂等方面进行了强化和扩展。然而，技术迭代与商业模式创新不断冲击着既有法律边界，导致在司法与执法实践中对行为正当性的判断存在模糊性。本文以《反不正当竞争法》为基础，系统梳理流量竞争行为的类型及表现，分析判断正当性的核心要素，结合典型案例明确流量竞争的正当性边界，为数字经济公平竞争提供实践指引。

Abstract: With the rapid development of Internet technology, new business models have emerged in the commercial field, and traffic has become an element that operators are competing for. However, cases of operators using technical means to carry out traffic hijacking, resource theft, and data fraud are also increasing. In 2025, China revised and passed the “Anti-Unfair Competition Law of the People’s Republic of China” (hereinafter referred to as the “Anti-Unfair Competition Law”), which strengthened and expanded regulations in areas such as Internet supervision, platform responsibility, abuse of relative dominant position, and commercial bribery. However, technological iteration and business model innovation constantly challenge the existing legal boundaries, leading to ambiguity in the determination of the legitimacy of behaviors in judicial and law enforcement practices. Based on the “Anti-Unfair Competition Law”, this article systematically sorts out the types and manifestations of traffic competition behaviors, analyzes the core elements for judging legitimacy, and clarifies the legitimacy boundaries of traffic competition by combining typical cases, providing practical guidance for fair competition in the digital economy.