Research On Legal Issues Of Internet Advertising Blocking Behavior

The rapid development of Internet optimizes and expands China's market economy model.With the emergence of emerging technologies,legal disputes in the field of Internet also follow.As one of the typical representatives of Internet advertising shielding disputes,it has become a controversial argument in theory and practice.Internet advertisement blocking behavior can be understood as the behavior of Internet consumers blocking and filtering internet advertisements by using some functional software or plug-ins with blocking or filtering functions,or other blocking tools such as video advertisements,patch advertisements or pop-up advertisements appearing during the operation of web pages or software.By collecting a large number of literature and typical cases,sorting out the basis and thinking of the court in hearing such cases,listing and analyzing the controversial points about whether the blocking of Internet advertising constitutes unfair competition,and summarizing the advantages and disadvantages of dealing with whether the blocking of Internet advertising constitutes unfair competition in judicial practice,And learn from Germany and the United States for such cases of processing methods and ideas,the introduction of the principle of proportionality in the interests of the balance of legitimate rights and interests of Internet operators,shielding software developers and third-party consumers,in-depth understanding of the principle of good faith and business model,combined with the principle of unnecessary non-interference to determine the basis.In China's judicial practice,we should base on the perspective of market economy regulation and constantly improve the role of law in market regulation,comprehensively measure the interests of all parties of market economy subject,so as to ultimately safeguard the legitimate rights and interests of social subject and social public welfare.