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近些年,网络领域发生多起视频网站广告屏蔽类案件,法院适用《反不正当竞争法》一般条款认定过滤视频网站广告行为构成不正当竞争。但本文认为此类案件不能一概而论,需从“广告过滤”形式和内容进行深入剖析。本文从经营者、消费者利益衡量和最小社会成本入手,认为当前存在的浏览器、视频软件等过滤模式存在不正当性,但第三方插件式的过滤模式则具有合理性。在广告类型上,本文认为弹出广告和页面广告可以过滤,超过相对时长的贴片广告应当被过滤。
In recent years, there have been a number of cases in the field of network advertisement ad blocking. The courts have applied the general provisions of the Anti-Unfair Competition Law to filter the unfair competition in the advertisement of video websites. However, this paper argues that such cases can not be generalized and need to be further analyzed from the form and content of “ad filter”. This article starts from the operators, the consumers’ interest measurement and the minimum social cost. It considers that there exist some unfairness in the existing filtering modes such as browser and video software, but the third-party plug-in filtering mode is reasonable. In the type of advertisement, this paper thinks that pop-up ads and page ads can be filtered, and the patch ads longer than the relative length should be filtered.