网络广告屏蔽行为的反不正当竞争法规制研究

Research on the Regulation of Anti-Unfair Competition Law on the Network Advertising Shielding

摘要: 当前很多网络视频行业都采取了“免费 + 广告”的模式，因而广告屏蔽行为也应运而生。若对广告屏蔽行为采取放任态度，也许会导致网页经营者或网络视频经营者遭受根本性损害，进而摒弃“免费 + 广告”的商业模式，最终使消费者利益严重受损。但是当前，《反不正当竞争法》虽然也中增加了互联网内容的相关条款，内容却并不完整。所以国内对广告屏蔽行为在判决时大多依据一般条款，而显然这并不足以涵盖所有的行为。因此，本文根据几个典型案例，探究当前背景下广告屏蔽行为不正当竞争的司法规制途径。

Abstract: At present, many online video industries have adopted the mode of “free + advertising”, so advertising screening behavior has also emerged as the times require. If we take a laissez-faire attitude to advertising screening, it may cause fundamental damage to web operators or online video operators, and then abandon the business model of “free + advertising”, and ultimately cause serious damage to consumer interests. However, at present, although the Anti-Unfair Competition Law also adds relevant provisions on Internet content, the content is not complete. Therefore, most of the domestic judgments on advertising blocking acts are based on general terms, which is obviously not enough to cover all acts. Therefore, based on several typical cases, this paper explores the judicial regulation channels of unfair competition in the current context.