Research On The Competition Law Regulation Of Internet Ads Blocking Behaviors

There is a phenomenon in the Internet advertising industry that,the website operators constantly add pages and video ads,although the operators of these sites get large profits,in China,the user experience is greatly reduced for the internet users.The internet users dissatisfied with the excessive network advertisements,as a result the advertising blocking technology comes into being and provides a lot of convenience to the majority of internet users,and is well received by them,but the behavior has greatly affected the interests of website operators,and triggered a series of disputes.This paper analyzed the legitimacy of the ads blocking behavior.This paper have six parts,firstly,the concept and types of Internet advertisements and the ads blocking behavior were discussed;secondly,the paper analyzed the nature of ads blocking behavior,and discusses the problems and disputes in the regulation of behavior;thirdly,the paper analyzed the cognizance of the competitive relationship of the ads blocking behaviors;the paper analyzed the cognizance of damage facts behavior in Internet ads blocking behaviors,studied the type of loss,analyzed the exception of damage type,meanwhile discussed whether to consider the subjective fault of its behavior in the cognizance of damage facts;fourthly,the paper analyzed whether the ads blocking behaviors violate the principle of good faith and the generally accepted business ethics,mainly from the type of business practices and whether the subjective fault should be protected and so on;in the fifth part,the paper analyzed the interest balance in the ads blocking behaviors,and discussed the legitimacy of ads blocking behaviors by using the principle of proportionality and no interference with non public necessity.