Research on the Legal Regulation of the “Notice and Takedown” Rule in E-Commerce

随着国内电子商务的快速发展，传统的“通知–删除”模式并不能有效治理当下电商领域中的知识产权侵权问题。该规则呈现出滥用和错误通知概率高、损失风险大、无法充分发挥实质作用等态势，且日渐变为权利人恶意打击竞争对手、谋求不正当利益的工具。这不仅打乱了平台的常规运营流程，还导致平台运营方蒙受重大经济损失。当前，迫切需要探索新的治理机制，为电子商务的良性发展以及知识产权侵权问题的改善注入新动力。为此，我们必须调整思维方式，重新审视电商平台的功能与定位，评估其治理效果，并充分利用平台自治的优势，探索优化“通知–删除”规则的有效路径。With the rapid development of domestic e-commerce, the traditional “notice and takedown” model has proven inadequate in effectively addressing the current issues of intellectual property infringement within the e-commerce sector. This rule exhibits a high probability of abuse and erroneous notices, a significant risk of losses, and an inability to fully fulfill its intended purpose. Moreover, it has increasingly become a tool for rights holders to maliciously target competitors and pursue unfair advantages. This not only disrupts the normal operational processes of platforms but also results in substantial financial losses for platform operators. At present, there is an urgent need to explore new governance mechanisms to inject fresh momentum into the healthy development of e-commerce and the improvement of intellectual property protection. To this end, we must shift our mindset, re-examine the roles and positioning of e-commerce platforms, evaluate their governance effectiveness, and leverage the advantages of platform autonomy to explore effective pathways for optimizing the “notice and takedown” rule.