电商平台“二选一”行为的法律规制

Legal Regulation of E-Commerce Platforms’ “Either-Or” Behavior

摘要: 电商平台“二选一”行为，严重侵犯了消费者的权益，主要表现为限制消费者的自主选择权、减损消费者可得利益、侵害消费者知情权。法律对平台“二选一”行为进行规制时，面临平台市场支配地位难以确认、消费者权益受影响程度难以评价，缺乏有效消费者维权机制等困难。因此应完善平台市场支配地位认定标准，将保护消费者权益和个人隐私纳入《反垄断法》，健全完善维权机制，更好维护消费者权益。

Abstract: In the face of the “either-or” practices by e-commerce platforms, it is crucial to recognize the significant infringement upon consumers’ rights. This manifests in restricting consumers’ freedom of choice, diminishing their potential benefits, and violating their right to be informed. Legal regulation of such behaviors encounters challenges such as difficulty in determining market dominance, assessing the extent of impact on consumer rights, and the absence of an effective consumer redress mechanism. Therefore, there is an imperative to refine the criteria for recognizing platform market dominance, incorporate the protection of consumer rights and personal privacy into the “Anti-Monopoly Law”, and enhance the redress mechanisms to better safeguard consumer interests.