摘要
数字经济的蓬勃发展催生了针对性的商业模式,可视化平台用户爆发式增长,KOL成为当下最为热门的新就业形态之一,MCN机构亦应运而生,附带流量价值的网络平台账号成为双方利益争夺的主要对象。法律规定的相对空白为司法实践留下规则探索的空间,本文在新型财产权说视角下试图填补类案裁判规则空白,对账号归属问题提出切实可行的裁判路径:所有权层面,账号是平台投入成本运作的产物,应承认所有权归属平台;使用权层面,应聚焦合同关系本身,在意思自治原则下衡量账号注册层面的实际注册人及实名认证信息、运营层面的双方与账号之间关联程度、后续维护层面的对保留账号最大价值贡献程度三要素的优势占比,合理确定账号归属。
The booming digital economy has given rise to targeted business models.With the explosive growth of users on visual platforms,Key Opinion Leader(KOL)has become a prominent new form of employment,and Multi-Channel Networks(MCN)have emerged during the process.Consequently,the network platform accounts with traffic volume have become the main targets of contention between the two parties.The lacunae of legal provisions leave room for judiciaries to explore relevant rules.This article tries to fill the gap of judgment rules for similar cases based on the theory of the new types of property right,and proposes a practical and viable judgment approach to decide the account ownership issue.At the ownership level,the account is the product of the platform's investment and operation.In this context,the ownership of the platform should be recognized;at the usage right level,we should focus on the contract relationship itself,and under the principle of party autonomy,measure the proportion of the three elements,namely,the actual registrants and identity verification information concerning the account registration,the relevance between the two parties and the account when it comes to the operation,and the contribution to maintaining the maximum value of the account at the subsequent maintenance level,to determine the account ownership.
出处
《数字法治》
2025年第3期148-160,共13页
DIGITAL LAW
作者简介
方硕,北京市第一中级人民法院干部。
