平臺經濟之法律議題─以競爭法規範及隱私權保護為中心

Abstract

處於Web 2.0世代的我們，已習慣運用網際網路來進行各種互動，快速生產的資訊內容，透過網路極易散布流通，使得各種降低交易成本的平臺，以及顛覆式的新應用不斷推陳出新，確實為社會帶來福利。 全球最成功的平台典範可概分為兩類：以蒐集使用者產製之數據內容為核心的數位內容平台，例如：Google谷歌搜尋引擎、Facebook臉書社群網站；以及共享閒置資源為核心的共享經濟平台，例如：Uber優步、Airbnb愛彼迎。兩者不同點在於，前者提供被補貼方零元的用戶網路及軟體服務，並加入廣吿商成為另一邊補貼方，具有顯著的間接網路效應，將平台經濟「三要素特性、補貼五項原則」規模效應發揮到極致，形成高度進入障礙壟斷地位。 本文以Google谷歌及Facebook臉書，「濫用市場優勢地位」涉入「限制競爭與不公平競爭」之行為對數位經濟社會的衝擊，及因係蒐集使用者內容，肇生「個人資料外洩」而引起隱私權危機等相關歐盟案件為主軸。並加以探討「平台經濟」、「傳統與雙邊市場之市場界定」、「假設性獨占者檢測法」、「SSNIP」、「歐盟資料保護一般規則GDPR」…等。盼能提供我國競爭主管機關、立法機構及法院未來政策制定與執法時之參考。

In the Web 2.0 generation, we have become accustomed to using the Internet to carry out various interactions. The fast-producing content is easily distributed and spreading through the Internet. Making various platforms that reduce transaction costs and disruptive new applications continue to evolve. These kinds of various platforms Bring benefits to society. The most successful platform paradigm of the world can be divided into two categories: 1) Digital content platforms that focus on collecting user-generated content, such as Google search engine, Facebook community website. 2) Shared idle resources as the core among sharing platform, for example: Uber, Airbnb. The difference between these two is that Google search engine and Facebook community website providing the subsidized user free cyber software and services. Then invite the advertisers to become the other subsidy party. It has a significant indirect network effect, and the platform economy has 'three essential characteristic, and the five subsidy principles'. The principle of scale is exerted to the extreme and forms a monopoly position with high entry barriers. This paper takes Google and Facebook, 'abuse of market dominance' involved in 'restricting competition and unfair competition', and collecting user content due to platform characteristics, resulting in 'personal data leakage' and caused a privacy crisis. The relevant EU cases such as the crisis are the main axis. It also explores 'platform economy', 'market definition method of traditional and multi-sided Market ', 'hypothetical monopolist detection method', 'SSNIP', 'EU data protection general rule GDPR'...etc. I hope to provide reference for the future policy formulation and enforcement of the competition authorities, legislative bodies and courts in Taiwan.