大型網路平台競爭法規制之挑戰與思考——以歐美為例

隨著數位經濟時代之來臨，科技極大改變了我們的生活方式，以網路、平台、大數據驅動的事業之市場力不斷聚集，尤是大型網路平台業者之市場影響力與日俱增，日益成為全球各國競爭法之重點規制對象，且在數位市場大數據競爭與跨界競爭之場景下，現行競爭法規制之價值目標、邏輯方法正在面臨巨大挑戰，本文將立足於歐美近年來的相關理論及實務發展，探討數位時代下競爭法如何因應大型網路平台的興起與挑戰。然競爭法規制研究乃非常廣泛之課題，如何完善對大型網路平台的相關市場界定、優勢地位認定、濫用行為判定等具體方法不在本文討論範圍之中，本文將重點研究「大型網路平台」宏觀方面之競爭法問題，具體從以下三大方面展開論述。首先，確定價值目標是大型網路平台競爭法規制之基本問題，決定各國競爭法之基本走向與具體規制路徑。故在利用競爭法對大型網路平台進行規制前，首先需確定其價值目標及面向，該面向貫穿於競爭法立法、司法、執法的各個層面，對法律實施的效果有著非常重要之影響。其次，大數據對數位經濟之發展至關重要，且大型網路平台之商業模式高度依賴個人資料之搜集利用以改善現有商品或服務，由此引申出消費者利益是否蘊含對個人資訊隱私利益之保護的問題，然當前理論和實踐對此問題存有較大爭議，故本文將結合傳統競爭法分析架構與當前歐美執法趨勢，整體分析消費者利益和個人資訊隱私。最後，以「謙抑性」為基本立場的事後競爭執法已難以及時糾正動態競爭中的「市場失靈」，歐美等國均開始探索建立事前管制機制，保障使用者在不同網路間實現資料自由攜轉，理論界對事前管制也進行許多探討，故本文也將重點分析這些理論是否能適用並解決大型網路平台引發之競爭法問題，進而重新審視競爭法之規制邏輯。

關鍵字

大型網路平台；競爭法；價值目標；消費者利益；隱私；事前管制

並列摘要

With the advent of the digital economy, technology has greatly changed our way of life, and the market power of businesses based on the Internet, platforms, and big data has been gathering, especially the market influence of large online platform operators is increasing day by day, and they are increasingly becoming the key targets of competition law regulation in countries around the world. Based on the theoretical and practical developments in Europe and the United States in recent years, this paper will explore how competition law can respond to the emergence of large online platforms in the digital era. However, the study of competition law is a very broad topic, so this paper will focus on the macro aspect of competition law for "large online platforms", and discuss it from the following three aspects. First, the determination of value objectives is the basic issue of competition law and regulation for large online platforms, which determines the basic direction and specific regulatory path of competition law in each country. Therefore, before using competition law to regulate large online platforms, it is necessary to determine their value orientation, which is integrated in all aspects of competition law legislation, judicial and enforcement, and has a very important impact on the implementation effect of the law. Second, big data is crucial to the development of the digital economy, and the business model of large online platforms relies on the collection and use of personal data to improve existing goods or services, which leads to the question of whether consumer interests imply the protection of the privacy interests of personal information. This paper will analyze the interests of consumers and personal information privacy in general. Finally, ex-post competition enforcement based on the basic position of "modesty" can no longer correct the "market failure" in dynamic competition in a timely manner, and countries in Europe and the United States have begun to explore the establishment of ex-ante regulation to protect the free transfer of data between different networks, and there have been many theoretical discussions on ex-ante regulation. Therefore, this paper will also focus on whether these theories can be applied to solve the competition law problems caused by large online platforms, and then re-examine the logic of competition law regulation.