论坛 › 外贸产品 › 专业思考 | 互联网宣传链接落地页审核责任分析

m5k1umn 发表于 2024-8-31 17:26:14

专业思考 | 互联网宣传链接落地页审核责任分析

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    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">互联网<span style="color: black;">宣传</span><span style="color: black;">大都是</span>设置了<span style="color: black;">转</span>链接的<span style="color: black;">宣传</span>内容，即在<span style="color: black;">宣传</span>发布平台上只是展示了<span style="color: black;">宣传</span>视频、<span style="color: black;">照片</span>或文字等<span style="color: black;">宣传</span>素材，当用户点击前述<span style="color: black;">宣传</span>素材时，则会<span style="color: black;">转</span>链接至商品或服务的<span style="color: black;">目的</span>网站，该网站则是<span style="color: black;">宣传</span>落地页（Landing Page），落地页<span style="color: black;">一般</span>是<span style="color: black;">宣传</span>主商品或服务的<span style="color: black;">营销</span>页面，可能是<span style="color: black;">宣传</span>主的自设网站或其电商网站页面。<span style="color: black;">针对</span>在<span style="color: black;">宣传</span>发布平台上展示的<span style="color: black;">宣传</span>素材本身，<span style="color: black;">按照</span>法律规定，<span style="color: black;">宣传</span>经营者、发布者有义务进行审核。然而，<span style="color: black;">针对</span>点击<span style="color: black;">宣传</span>素材后<span style="color: black;">转</span>的落地页，<span style="color: black;">宣传</span>经营者、发布者<span style="color: black;">是不是</span>有义务进行审核？<span style="color: black;">倘若</span>落地页内容与<span style="color: black;">宣传</span>素材本身存在<span style="color: black;">必定</span>的出入，<span style="color: black;">宣传</span>发布者/<span style="color: black;">宣传</span>经营者<span style="color: black;">是不是</span>需要承担责任？本文针对<span style="color: black;">宣传</span>链接落地页的审核责任划分进行简单分析。</span></p><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fibMHKBCvk95u4rnMultiaic8VMwO2rKibg3eibwae7r0nw4iaWDibuFfrJicqszT62L67ozq0pOZXplkpW15cEJkx9DUA/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;">
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">▼</span></p><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>主对<span style="color: black;">宣传</span>落地页的责任</span></strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">根</span><span style="color: black;">据新《<span style="color: black;">宣传</span>法》第二条，<span style="color: black;">宣传</span>主<span style="color: black;">指的是</span>为推销商品<span style="color: black;">或</span>服务，<span style="color: black;">自动</span><span style="color: black;">或</span><span style="color: black;">拜托</span>他人设计、制作、发布<span style="color: black;">宣传</span>的自然人、法人<span style="color: black;">或</span>其他组织。<span style="color: black;">宣传</span>主是在互联网<span style="color: black;">宣传</span>产业链中起主导<span style="color: black;">功效</span>的一方，其决定<span style="color: black;">宣传</span>内容、发布方式等，互联网<span style="color: black;">宣传</span>的<span style="color: black;">最后</span>目的<span style="color: black;">便是</span>为<span style="color: black;">宣传</span>主的商品、服务做推销。</span></p><span style="color: black;">
      <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">《<span style="color: black;">宣传</span>法》第四条以及《互联网<span style="color: black;">宣传</span>管理暂行办法》（以下简<span style="color: black;">叫作</span>《暂行办法》第十条<span style="color: black;">第1</span>款均<span style="color: black;">知道</span>规定，<span style="color: black;">宣传</span>主应当对<span style="color: black;">宣传</span>内容的真实性负责。<span style="color: black;">同期</span>，《<span style="color: black;">宣传</span>法》第五十五条规定，发布虚假<span style="color: black;">宣传</span>的，由工商行政管理<span style="color: black;">分部</span>责令<span style="color: black;">宣传</span>主在相应范围内消除影响。第五十六条规定，发布虚假<span style="color: black;">宣传</span>，<span style="color: black;">诈骗</span>、误导消费者，使购买商品<span style="color: black;">或</span>接受服务的消费者的合法权益受到损害的，由<span style="color: black;">宣传</span>主依法承担民事责任。可见，<span style="color: black;">宣传</span>主是<span style="color: black;">宣传</span>内容的<span style="color: black;">供给</span>方，应当<span style="color: black;">保准</span><span style="color: black;">宣传</span>内容的真实性。<span style="color: black;">宣传</span>主落地页<span style="color: black;">做为</span><span style="color: black;">宣传</span>主展示其商品、服务的页面，<span style="color: black;">同期</span><span style="color: black;">亦</span>是<span style="color: black;">处在</span><span style="color: black;">宣传</span>主<span style="color: black;">掌控</span>下的页面，其自然应当对落地页的真实性、合法性负责。</p>
    </span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">▼</span></p><strong style="color: blue;"><span style="color: black;"><span style="color: black;">宣传</span>发布者/<span style="color: black;">宣传</span>经营者对<span style="color: black;">宣传</span>落地页的责任</span></strong>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">《<span style="color: black;">宣传</span>法》第三十四条第二款规定，<span style="color: black;">宣传</span>经营者、<span style="color: black;">宣传</span>发布者依据法律、行政法规查验<span style="color: black;">相关</span>证明文件，核对<span style="color: black;">宣传</span>内容。对内容不符<span style="color: black;">或</span>证明文件不全的<span style="color: black;">宣传</span>，<span style="color: black;">宣传</span>经营者不得<span style="color: black;">供给</span>设计、制作、代理服务，<span style="color: black;">宣传</span>发布者不得发布。<span style="color: black;">宣传</span>经营者、<span style="color: black;">宣传</span>发布者<span style="color: black;">做为</span><span style="color: black;">宣传</span>设计、制作、代理、发布的主体，<span style="color: black;">针对</span>在互联网<span style="color: black;">宣传</span>发布平台上所展示的<span style="color: black;">宣传</span>素材本身<span style="color: black;">拥有</span>审核义务，然而<span style="color: black;">针对</span>其并不掌控的<span style="color: black;">宣传</span>落地页其审核边界<span style="color: black;">怎样</span>界定呢？</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">（1）审核落地页内容的合法性、<span style="color: black;">关联</span>性、一致性</span></strong>落地页<span style="color: black;">做为</span>互联网<span style="color: black;">宣传</span><span style="color: black;">举荐</span>、介绍的商品、服务所在网站，不是前端<span style="color: black;">宣传</span>（<span style="color: black;">宣传</span>经营者、发布者所经营、发布的互联网<span style="color: black;">宣传</span>）内容的<span style="color: black;">构成</span>部分，但<span style="color: black;">宣传</span>经营者、发布者在核对<span style="color: black;">宣传</span>内容时，应当将落地页内容作证明前端<span style="color: black;">宣传</span>内容真实性、合法性证明文件一并审查并，这<span style="color: black;">亦</span>是<span style="color: black;">保证</span><span style="color: black;">宣传</span>内容真实性、合法性的<span style="color: black;">原因</span>。在对落地页内容进行审查时，<span style="color: black;">重点</span>进行两个方面的审查：<span style="color: black;">首要</span>，对该落地页内容<span style="color: black;">是不是</span>含有违法内容进行审查，如<span style="color: black;">是不是</span>含有被法律、法规禁止生产、<span style="color: black;">营销</span>或<span style="color: black;">供给</span>的商品、服务；其次，对落地页内容与<span style="color: black;">宣传</span>素材内容之间<span style="color: black;">关联</span>性、一致性进行审核。<span style="color: black;">同期</span>，在对该落地页内容进行审核时，应当<span style="color: black;">即时</span><span style="color: black;">经过</span>截屏等方式进行证据留存，一旦<span style="color: black;">出现</span>因<span style="color: black;">宣传</span>主擅自更改落地页违反《<span style="color: black;">宣传</span>法》的<span style="color: black;">状况</span>，<span style="color: black;">宣传</span>经营者、发布者<span style="color: black;">能够</span>以此<span style="color: black;">做为</span>尽到审核义务的证明。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;">（2）擅自修改落地页内容的不负<span style="color: black;">关联</span>责任</strong></span><span style="color: black;">因为</span>落地页并不在<span style="color: black;">宣传</span>经营者、发布者的掌控之下，“<span style="color: black;">宣传</span>主<span style="color: black;">能够</span>随时修改<span style="color: black;">最后</span>落地页面内容，而为<span style="color: black;">宣传</span>主<span style="color: black;">供给</span>最初呈现页面的<span style="color: black;">宣传</span>发布者、<span style="color: black;">宣传</span>经营者则可能完全<span style="color: black;">没法</span>知情。”<span style="color: black;">因此呢</span>，行政执法中<span style="color: black;">针对</span><span style="color: black;">宣传</span>主擅自修改链接内容，而<span style="color: black;">宣传</span>发布者、经营者非明知、应知的，不追究其行政责任。如《浙江省工商行政管理局关于<span style="color: black;">宣传</span>监管执法<span style="color: black;">相关</span>问题的<span style="color: black;">指点</span>意见》第八条第二款规定，链接内容修改时，<span style="color: black;">宣传</span>主应就修改内容<span style="color: black;">通告</span><span style="color: black;">宣传</span>发布者、<span style="color: black;">宣传</span>经营者，后者应再次核对，未履行核对义务的应承担相应法律责任；<span style="color: black;">宣传</span>主未<span style="color: black;">通告</span>且后者非明知应知的，<span style="color: black;">通常</span>不承担相应的法律责任，但<span style="color: black;">发掘</span>违法<span style="color: black;">宣传</span>后应<span style="color: black;">即时</span>采取<span style="color: black;">办法</span>予以制止。《互联网<span style="color: black;">宣传</span>管理暂行办法》第十条第四款<span style="color: black;">也</span>规定，互联网<span style="color: black;">宣传</span>主<span style="color: black;">拜托</span>互联网<span style="color: black;">宣传</span>经营者、<span style="color: black;">宣传</span>发布者发布<span style="color: black;">宣传</span>，修改<span style="color: black;">宣传</span>内容时，应当以书面形式<span style="color: black;">或</span>其他<span style="color: black;">能够</span>被确认的方式<span style="color: black;">通告</span>为其<span style="color: black;">供给</span>服务的互联网<span style="color: black;">宣传</span>经营者、<span style="color: black;">宣传</span>发布者。<span style="color: black;">因此呢</span>，<span style="color: black;">针对</span><span style="color: black;">宣传</span>主擅自修改落地页内容，而<span style="color: black;">宣传</span>经营者、发布者非明知、应知的，不负<span style="color: black;">关联</span>责任。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><span style="color: black;"><strong style="color: blue;">（3）<span style="color: black;">一般</span>以首次<span style="color: black;">转</span>页面为限进行审核</strong></span><span style="color: black;">因为</span>互联网特有的“无限<span style="color: black;">转</span>、无线链接”特征，当用户点击互联网<span style="color: black;">宣传</span>链接时会<span style="color: black;">转</span>到落地页，而该落地页上<span style="color: black;">常常</span>又设置有相应<span style="color: black;">转</span>链接，点击该链接会<span style="color: black;">转</span>至下一个页面，如此往复，可能会<span style="color: black;">显现</span>多个页面，而自首次<span style="color: black;">转</span>页面起，均不在<span style="color: black;">宣传</span>经营者/<span style="color: black;">宣传</span>发布者的<span style="color: black;">掌控</span>范围内，<span style="color: black;">因此呢</span>，<span style="color: black;">需求</span><span style="color: black;">宣传</span>经营者、发布者对所有页面负责有失公平，且不具操作性。首次<span style="color: black;">转</span>页面<span style="color: black;">做为</span>连接<span style="color: black;">宣传</span>素材的页面，直接关系着<span style="color: black;">宣传</span><span style="color: black;">是不是</span>真实、合法，<span style="color: black;">亦</span>与<span style="color: black;">宣传</span>素材紧密相连，<span style="color: black;">因此呢</span>，工商执法的<span style="color: black;">一般</span>做法是<span style="color: black;">需求</span>互联网<span style="color: black;">宣传</span>经营者、发布者以首次<span style="color: black;">转</span>页面为限对其进行审核。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">综上，笔者认为互联网<span style="color: black;">宣传</span>经营者、发布者应对落地页内容的合法性以及与<span style="color: black;">宣传</span>素材的<span style="color: black;">关联</span>性、一致性进行审核。<span style="color: black;">倘若</span><span style="color: black;">宣传</span>主对落地页<span style="color: black;">自动</span>进行修改而未<span style="color: black;">通告</span>互联网<span style="color: black;">宣传</span>经营者、发布者的，则互联网<span style="color: black;">宣传</span>经营者、发布者<span style="color: black;">一般</span><span style="color: black;">再也不</span>对落地页承担责任，应由<span style="color: black;">宣传</span>主<span style="color: black;">自动</span>负责。<span style="color: black;">同期</span>，在落地页并非互联网<span style="color: black;">宣传</span>经营者、发布者<span style="color: black;">实质</span><span style="color: black;">掌控</span>的<span style="color: black;">状况</span>下，<span style="color: black;">根据</span>工商执法<span style="color: black;">一般</span>做法互联网<span style="color: black;">宣传</span>经营者、发布者<span style="color: black;">针对</span>落地页的审核，仅限于对首次<span style="color: black;">转</span>的页面进行审核。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">▼</span></p><span style="color: black;"><strong style="color: blue;"><span style="color: black;">结语</span></strong></span>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;">随着互联网发展愈发迅猛，互联网<span style="color: black;">宣传</span>为现代<span style="color: black;">宣传</span>产业带来了新的生机和挑战。互联网<span style="color: black;">宣传</span>以效率高、覆盖范围广、信息承载量大、交互性强等特点，与传统<span style="color: black;">宣传</span>有着截然<span style="color: black;">区别</span>的<span style="color: black;">优良</span>和<span style="color: black;">危害</span>，<span style="color: black;">宣传</span>链接落地页便是互联网<span style="color: black;">宣传</span>特有的<span style="color: black;">地区</span>。实践中，互联网<span style="color: black;">宣传</span>经营者、发布者难以对由<span style="color: black;">宣传</span>主<span style="color: black;">掌控</span>的落地页进行<span style="color: black;">实质</span><span style="color: black;">掌控</span>。互联网<span style="color: black;">宣传</span>在发布平台进行<span style="color: black;">转</span>之后，离开了平台进入了<span style="color: black;">区别</span>的域名、<span style="color: black;">区别</span>的网址，<span style="color: black;">乃至</span><span style="color: black;">区别</span>的网站经营主体的另一个不由互联网<span style="color: black;">宣传</span>经营者、发布者<span style="color: black;">掌控</span>的网站。<span style="color: black;">因此呢</span>，<span style="color: black;">倘若</span>对互联网<span style="color: black;">宣传</span>经营者、发布者课以严苛的责任，无疑将耗费其<span style="color: black;">海量</span>的人力物力，且可能效果甚微，<span style="color: black;">有害</span>于互联网<span style="color: black;">宣传</span>行业的发展。<span style="color: black;">因此呢</span>，在落地页审核方面，综合<span style="color: black;">宣传</span>主、<span style="color: black;">宣传</span>经营者、<span style="color: black;">宣传</span>发布者各自在互联网<span style="color: black;">宣传</span>中的主体地位、所起<span style="color: black;">功效</span>，<span style="color: black;">恰当</span>确定<span style="color: black;">宣传</span>经营者、发布者审核义务的边界<span style="color: black;">道理</span>重大。</span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><span style="color: black;"><strong style="color: blue;"><span style="color: black;">参考文献：</span></strong></span></p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">全国人大常委会法制工作委员会经济法室编著：《中华人民共和国<span style="color: black;">宣传</span>法<span style="color: black;">诠释</span>》，中国法制出版社，2015年7月第1版第8页。</p>
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;">国家工商行政管理总局<span style="color: black;">宣传</span>监督管理司编著：《&lt;互联网<span style="color: black;">宣传</span>管理暂行办法&gt;释义》，中国工商出版社，2016年8月第1版第45-46页。</p>杨乐：《互联网<span style="color: black;">宣传</span>主体及法律责任辨析》，参见中国经济网http://views.ce.cn/view/ent/201706/02/t20170602_23390062.shtml。
    <p style="font-size: 16px; color: black; line-height: 40px; text-align: left; margin-bottom: 15px;"><img src="https://mmbiz.qpic.cn/mmbiz_jpg/fibMHKBCvk94zw93fHkd5dvNbtzx1rT3Q5Ac3BBfNA4EtN0CKjGtwRoRiaARH2hQ01FXtRDXUQfbhF0ibWQDHJqIA/640?wx_fmt=jpeg&amp;tp=webp&amp;wxfrom=5&amp;wx_lazy=1&amp;wx_co=1" style="width: 50%; margin-bottom: 20px;"></p>

qzmjef 发表于 2024-11-10 21:16:54

对于这个问题，我有不同的看法...

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