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代运营平台组织虚假宣传涉嫌虚假广告罪
网店代运营平台对外宣传的服务项目中,一项重点业务是对电商平台、产品的推广及营销。部分代运营平台为达到良好的营销效果,往往采用网络虚假交易的方式先行提高电商平台或产品的销量和评价,并以该虚假的信用进行相关宣传、推广。为维护市场经济秩序和社会管理秩序,全国人大常委会《关于维护互联网安全的决定》第3条规定,对有利用互联网销售伪劣产品或者对商品、服务作虚假宣传等行为,构成犯罪的,依照刑法有关规定追究刑事责任。据此,代运营平台行为人以网络虚假交易方式营造虚假信用并进行虚假宣传,这与虚假广告行为在本质上具有相同的社会危害性,可以虚假广告罪对其进行刑事评价。
根据刑法规定,虚假广告罪的犯罪主体是特殊主体,即广告主、广告经营者、广告发布者。广告法对这三类主体作了明确定义,均包括法人、经济组织或自然人。代运营平台就是扮演了广告经营者和广告发布者的角色,其发布广告的行为,应当受到广告法的规制。
将营造虚假网络信用认定为虚假广告的前提下,组织他人进行虚假交易的代运营平台方就可认定为广告经营者、发布者;支付报酬要求刷单的电商可依法认定为广告主;具体从事虚假交易行为的“刷手”可视为广告发布者。以虚假广告罪对网络虚假交易行为进行刑事规制,能够全面打击网络虚假交易行为。
代运营平台虚构服务事由骗取费用可能涉嫌诈骗类犯罪
实践中,有的网店代运营团伙以“采取刷单形式,自买自卖形成虚假交易,迷惑受害人”收取高额“代理经销费用”等方式,向被害人骗取费用。此类行为主要有两种行为模式:一是代运营平台与被害人签署代运营相关服务合同,在被害人支付高额“加盟费”“代理经销费用”的前提下,承诺由行为人对网店进行营销推广,由被害人(被害人亦可委托行为人方)进行网店接单,再由行为人方负责发货,实现交易。其间,行为人组织“刷手”对产品进行刷单,自买自卖,以营造商品销售的假象,从而诱惑被害人加盟或继续投资,尔后携款潜逃。二是代运营平台与被害人签署代运营服务合同,在被害人支付对价的前提下,承诺提供相应的刷单服务,并在实施部分小额刷单行为骗得被害人支付费用之后不按约履行相关合同。
上述两种模式的行为均涉嫌诈骗犯罪,但在具体适用罪名时有两种不同观点:一种观点认为构成合同诈骗罪,另一种观点认为构成诈骗罪。笔者认为,这两个罪名属于法条竞合,是特殊罪名与普通罪名的关系,在行为手段上具有诸多相似性,应具体情况具体分析:
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