온라인 플랫폼 자율규제 방안에 관한 연구

초록

Since the launch of the new government in 2022, in relation to online platform regulation, the issue of self-regulation as an alternative to government regulation (legal regulation) is emerging as a hot issue. In fact, an online platform self-regulation discussion organization has been formed and detailed discussions are currently underway. In this study, specific self-regulation measures applied to online platforms are presented as follows under this background. First, with respect to the approach strategy for online platform self-regulation, three approach strategies were presented: 'individual approach strategy', 'sequential approach strategy', and 'step approach strategy'. Second, in relation to the area where self-regulation can be applied in the online platform field, assuming the 'triangular relationship' structure, it can be subdivided into three categories, ① the relationship between platform operator and platform using business(store company), ② the relationship between platform using business(store company) and platform user(consumer), and ③ the relationship between platform operator and platform user(consumer). Third, examples of issues to which self-regulation can be applied in the field of online platforms are as follows. ① formal and procedural matters in the transaction relationship between platform operator and platform using business(store company), ② matters related to unfair practices in the transaction relationship between platform operator and platform using business(store company), ③ matters concerning the basis for calculation of platform usage fees (brokerage fees, advertising expenses, etc.) and disclosure of standards, ④ matters concerning the disclosure of advertisement position(exposure) standards, ⑤ matters related to content moderation such as reviews, ⑥ matters concerning the adequacy of products sold and advertisements, ⑦ matters concerning the mediation of disputes, ⑧ matters concerning the establishment of communication channels between stakeholders. Among these issues, it can be said that the issues of ① to ④ are the issues of the B2B area, the issues of ⑤ and ⑥ are the issues of the B2C area, and the issues of ⑦ and ⑧ are the common issues of the B2B and B2C areas. Fourth, with respect to the possible self-regulation model that can be applied to the online platform, five models such as the indivdual business self-regulation model, the industry self-regulation model, the self-regulation legalization model, the statutory self-regulatory body model, and the delegated self-regulation model are presented. Fifth, in relation to the specific application of the self-regulation model in the online platform, such as ① application of the indivdual business self-regulation model in the first stage, ② application of the industry self-regulation model in the second stage, ③ application of the self-regulation legalization model in the third stage, and ④ application of the statutory self-regulatory body model in the fourth stage, a step-by-step application plan was presented.

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