Author
Ms Mengyi Mei
Organisation/Institution
University of Strathclyde
Country
UNITED KINGDOM
Panel
Intellectual Property Rights
Title
Notice, Takedown, Repeat: Reforming Notice-and-Takedown Procedure to Strengthen the Duty of Care of Short Video-Sharing Platforms
Abstract
This paper examines the ineffectiveness of the current copyright enforcement under the safe harbour provision on regulating large-scale and repeated short-video copyright infringement on Short video-sharing platforms (SVSPs) in China. SVSPs, such as Douyin, have rapidly evolved into multifaceted ecosystems that integrate short-video content distribution, social interaction, content monetisation via advertising, live-streaming, e-commerce, and sophisticated algorithmic recommendation systems. These platforms not only reshape modes of cultural dissemination but also drive significant growth within the digital economy in the market. Yet, this expansion is accompanied by escalating concerns over copyright infringement. Short-video copyright infringements typically involve the clipping, editing, and reproducing of original content from copyright-protected works without authorisation. This creates structural imbalances in economic interests among platforms, short-video generators, and copyright holders. While SVSPs benefit from heightened user engagement and increased commercial revenues, and generators gain monetisation opportunities and brand collaborations, copyright holders suffer from substantial and ongoing economic harm and low compensation due to frequent re-uploads and the widespread nature of infringing content. The proliferation of such infringements in China reveals that the existing notice-and-takedown mechanism under the safe harbour framework is increasingly ineffective in addressing the scale, speed, and algorithmic amplification characteristic of SVSP environments. This challenge highlights a broader question central to how legal frameworks can sustain fair, just, and integrated digital ecosystems in rapidly developing Chinese markets. In response, this paper proposes a more effective and proactive regulatory approach to align with the realistic operational mode of such platforms. It is inspired by the dual “notice-and-takedown plus staydown” model under Article 17 of the EU Copyright Directive. By exploring how enhanced platform responsibilities can recalibrate stakeholder interests and promote sustainable digital-market governance, the paper contributes to advancing legal knowledge and provides valuable insights for Asian markets that support equitable and future-oriented technological development.
Biography
My name is Mengyi Mei. I am currently a final year PhD candidate at the University of Strathclyde's Law School. I submitted my thesis on 3rd October 2025, and the viva will be held on 2nd December 2025. My research interest is to evaluate short-video copyright infringement on short video-sharing platforms in China by comparatively analysing and discussing it with the copyright framework of the US and the EU. My research aims to develop a more effective solution to address short-video copyright infringement in China. It further examines whether the U.S. and EU frameworks can respond to the same regulatory challenges faced in China.
