Unfair Competition Analysis On Online Video AD-Blocking

In recent years,there are continuous disputes caused by ad-blocking software.This essay summaries typical video Ad-blocking cases and focuses on the unfair competition analysis on online video ad-blocking.To balancing the interests of the business operators and consumers,I attempt to conduct empirical investigation among 500 Internet users about their tolerance of video advertisements and preference of ad-blocking technologies,and analyze the problem by marginal utility theory and Coase theorem.To conclude,with the increasing of the consumers' tolerance,it's more necessary to protect the video ads from being blocked.As for adblocking software,there's no need of such protection,while for adblocking browsers,deeming the blocking act as unfair competition might be a better choice.In part I,this essay will discuss the application of Anti-unfair Competition Law and the judgements of the aforementioned cases.Based on the empirical investigation among 500 Internet users in Part II,the essay is attempting to analyze if there is any necessity of regulating ad-blocking software in part III,by dividing the advertisements and ad-blocking software into different types.Undeniably,judgment shall be made case by case on each specific matter.