Research on Legal Regulation of Self-Preference on E-Commerce Platforms

在数字经济时代发展模式的催化之下，电商平台自我优待行为应运而生。根据电商平台自我优待行为的差异性特征，可以划分为算法推荐、数据获取和资源获取三种类型。考虑到电商平台经济的特性，其自我优待行为可能会破坏市场的公平自由竞争，对其他竞争者和消费者的合法权益产生不良影响。在实践中，我国传统的法律规制在应对电商平台的自我优待行为时存在着诸多问题，如市场支配地位难以界定、自我优待行为难以进行法律定性、监管策略不成熟等，亟需进行更多探索与完善。我们应当转变认定市场支配地位的思路，完善滥用市场支配地位行为的类型，完善监管策略，以期营造更加公平的市场竞争环境。Under the catalysis of the development model in the era of digital economy, self-preference of e-commerce platforms has emerged. According to the differential characteristics of self-preference on e-commerce platforms, it can be divided into three types: algorithm recommendation, data acquisition, and resource acquisition. Considering the characteristics of e-commerce platform economy, its self-preference may undermine fair and free competition in the market, and have a negative impact on the legitimate rights and interests of other competitors and consumers. In practice, there are many problems with China’s traditional legal regulations in dealing with self-preference of e-commerce platforms, such as difficulty in defining market dominance, difficulty in legally characterizing self-preference, and immature regulatory strategies. More exploration and improvement are urgently needed. We should change our approach to recognizing market dominance, improve the types of behaviors that abuse market dominance, and refine regulatory strategies in order to create a fair market competition environment.