Research on the Application Challenges and Improvement Pathways of the “Notice-and-Takedown” Rule in Social E-commerce Environments

With the rapid advancement of mobile internet technology, social e-commerce platforms represented by Douyin, Xiaohongshu, and Weibo have surged to prominence, emerging as new engines driving digital economic growth. This novel content-driven transaction model has significantly invigorated market vitality by constructing interest-driven, trust-endorsed. However, the massive volume of content, rapid dissemination, and ambiguous subject identities inherent in social e-commerce pose severe challenges to traditional intellectual property protection rules. This paper examines the “notice-and-takedown” rule, thoroughly analyzing its application challenges in social e-commerce and proposing systematic improvement pathways. Research indicates that the “notice-and-takedown” rule, born in the Web 1.0 era, has become systematically ill-suited to address the dynamic and fragmented environment of social e-commerce. It urgently requires innovation across multiple dimensions, including rule design, Research indicates that the “notice-and-takedown” rule, born in the Web 1.0 era, has become systematically ill-suited to address the dynamic and fragmented environment of social e-commerce. It urgently requires innovation across multiple dimensions, including rule design, technological empowerment, and governance models. This study holds significant theoretical and practical implications for ensuring transaction security, incentivizing innovation, and clarifying platform responsibilities.