电商平台经营者刷单炒信行为的反竞争规制

Anti-Competition Regulation of E-Commerce Platform Operators’ Brush-Order Behavior

摘要: 现阶段刷单炒信作为典型的“流量造假”行为，是网络经营者进行虚假宣传，牟取不正当利益的主要方式之一，损害了消费者权益与社会公共利益。目前我国针对刷单炒信不正当竞争行为的规制存在不足，具体表现在立法层面上法律责任主体涵盖范围小、责任规制模糊、惩罚体系不完善、监管效力不足等方面。因此亟需加大对刷单炒信不正当竞争行为的规制力度，以保护消费者权益，维护市场公平竞争秩序。规制举措主要包括：扩大法律责任主体范围、增加惩处措施，量化罚金指标以及促进各监管主体之间的配合监管工作。

Abstract: At present, as a typical “Traffic fraud” behavior, it is one of the main ways for e-commerce platform operator to make false propaganda and seek improper benefits, which damages the rights and interests of consumers and social public .There are inadequacies in our country’s regulations on unfair competition, such as manifested in the small scope of legal responsibility subjects, vague responsibility regulations, imperfect punishment system, and insufficient regulatory effectiveness at the legislative level. Therefore, it is urgent to strengthen the regulation of unfair competition activities to protect the rights and interests of consumers and maintain a fair market competition order. The regulation measures mainly include: expanding the scope of legal responsibility subjects, increasing punishment measures, quantifying the fine index and promoting the coordination of the supervision work among the supervision subjects.