商事回應權：商譽救濟的路徑優化研究

Commercial Right of Reply: the Path Optimization about Remedy of Goodwill Infringement

輿論環境是營商環境建設的重要組成部分。當前我國營商輿論環境惡化，部分原因在於商譽司法救濟的不足，相關法律實踐亟待改善。從比較法視野出發，域外回應權制度或能提供解決思路。考慮到回應權的本土化移植過程中可能存在被濫用的風險，以商事回應權暫時取代傳統回應權更為適宜。作為一項新型權利，商事回應權根植于人格權保護體系，本質上是人格權請求權的自然延伸和必要補充。它以實質平等原則為指導，對商事活動的特殊性給予應有之關照，並以民事正當防衛理論為根基，展現出較強合理性與合法性，有望成為優化營商環境、強化商譽保護的高效工具。從解釋論角度審視，商事回應權能夠為現行法體系所包容，可通過適當的解釋方法從《民法典》第995條、第1028條中得到證成。這一優化路徑遵循漸進式改革的基本要義，將充分彰顯本土法治實踐的中國智慧。

Thepublicopinionenvironmentisanimportantcomponentofbusinessenvironment.ThecurrentdeterioratingpublicopinionenvironmentforenterprisesinChinaispartlyduetotheinsufficientjudicialremediesforgoodwill.Fromtheperspectiveofcomparativelaw,thesystemofrightofreplymayprovideasolutionforChina.Consideringthepotentialriskofabuseinthetransplantationofrightofreply,itmaybemoreap-propriatetotemporarilyreplaceitwithcommercialrightofreply.Asanewtypeofright,thecommercialrightofreplyisrootedintheprotectionsystemofpersonalityrights,essentiallyanaturalextensionandnecessarysupplementoftherighttoclaimpersonalityrights.Itisguidedbytheprincipleofsubstantiveequality,givingdueconsiderationtotheparticularityofcommercialactivities,andbasedonthetheoryofcivilself-defense,demonstratingstrongrationalityandlegality.Fromtheperspectiveofinterpretivism,thecommercialrightofreplycanbeaccommodatedbythecurrentlegalsystemandcanbeproventhroughappropriateinterpretationmethodsfromArticles995and1028oftheCivilCode.Thisoptimizationpathfollowsthebasicessenceofgradualreform,andwillfullydemonstratetheChinesewisdomoflocalruleoflawpractice.