互联网广告屏蔽行为规制的法律适用再思考

Reconsideration on the Application of Law to the Regulation of Internet Advertising Blocking

摘要: 当前，面对互联网广告屏蔽行为，法院常适用《反不正当竞争法》“一般条款”来判断其正当性和合法性，却始终避免不了因认定标准不统一而导致的裁判随意化的问题，导致互联网广告屏蔽技术经营者、互联网经营者、消费者三者之间难达到利益平衡。在反法司法解释出台的背景下，笔者建议回归到互联网广告屏蔽的行为本质和技术特点，适用反法第十二条的兜底条款更为合适，法院在审理时可以从主观故意、商业道德、诚实信用、消费者利益等多视角进行考察认定，以便更好地规制该行为，遏制该行为的野性生长。

Abstract: Currently, in the face of Internet ad blocking behavior, courts often apply the “general provisions” of the Anti-Unfair Competition Law to determine its le-gitimacy and legality, but always avoid the problem of arbitrary adjudication due to the incon-sistent standards, resulting in difficulties between the Internet ad blocking technology operators, Internet operators and consumers. In the background of the judicial interpretation of the An-ti-Unfair Competition Law, in the context of the introduction of the judicial interpretation of the An-ti-law, I suggest returning to the Internet AD blocking behavior nature and technical characteristics, the application of the bottom clause of Article 12 of the Anti-law is more appropriate, the court is in the trial from the subjective intention, business ethics, honesty and credit, consumer interests and other perspectives to examine the determination, in order to better regulate the behavior, to curb the wild growth of the behavior.