Improvement of the Interest Balancing Method in the Identification of the Nature of the Internet Advertising Blocking Behavior

During judicial practice, internet ad-blocking has always been regarded as unfair competition behavior by the courts.The courts pay more attention to the interests of internet advertisement publishers. On the contrary, the interests of consumers and advertising shielding software providers are ignored. During the process of characterizing the internet ad-blocking behavior, the courts took an inappropriate use of interest measurement method. There are many reasons, such as a lack of the basic standard of interest measurement, the idea of interest measurement is out of date and the consideration of interest measurement is not enough. Therefore, it is necessary to improve the application of interest measurement method. We must set up more specific measurement criterion as well as balance the interests among internet advertisement publishers, consumers and ad-blocking software providers. In other words, we need take into account the development of the internet industry and the interest of consumers at the same time.