Study on Antimonopoly Law Regulation of E-Commerce Platform’s “Either-Or Choice” Behaviour

“二选一”是指电商平台利用其优势地位，要求平台上的经营者不得在其他平台上经营的行为。“二选一”一定程度上侵害了其他电商平台和平台上经营者的合法权益，也损害了广大消费者的公平选择权和自主交易权，有必要予以规制。当前，我国法律在规制“二选一”行为时均展现出一定的局限性，导致不能有效规制“二选一”行为。因此，应采取有效措施解决这一问题，具体而言，应将《反垄断法》作为规制“二选一”行为的核心规范，并对其进行完善，如明确正当理由的认定标准，引入滥用相对优势地位条款，完善平台监管体系。“Either-Or Choice” refers to the behaviour of an e-commerce platform that takes advantage of its dominant position to require operators on the platform not to operate on other platforms. To a certain extent, “Either-Or Choice” infringes on the legitimate rights and interests of other e-commerce platforms and operators on the platform, and also damages the consumers’ right to fair choice and right to independent transactions, and it is necessary to regulate it. At present, China’s laws show certain limitations in regulating the “Either-Or Choice” behaviour, resulting in the failure to effectively regulate the “Either-Or Choice” behaviour. Therefore, effective measures should be taken to solve this problem. Specifically, the Anti-Monopoly Law should be taken as the core norms to regulate the “Either-Or Choice” behaviour and be improved, such as clarifying the criteria for the determination of justifiable reasons, introducing the clause of abuse of comparative advantage, and perfecting the platform supervision system.