网络直播带货中虚假宣传的法律规制

The Legal Regulation of False Propaganda in Live Commerce

摘要: 近年来网络直播带货呈现出井喷式发展，在促进消费、带来经济增长的同时，弊端也日渐显露出来，为了增加销售额，带货主播夸大产品、虚假宣传的行为比比皆是。目前我国对于网络直播带货中主播的虚假宣传行为的性质仍存在争议且对其进行规制的相关法律较少。通过明确直播带货中各方主体地位及责任，加强对网络直播的监督管理，促进网络直播带货行业有序发展。

Abstract: In recent years, live commerce with goods has shown a blowout development, while promoting consumption and bringing economic growth, drawbacks are also increasingly revealed, in order to increase sales, with the owners of exaggerated products, false propaganda behavior abound. At present, there are still disputes about the nature of false propaganda behavior of anchors in live commerce and there are few relevant laws to regulate it. By clarifying the main status and responsibilities of all parties in live commerce, strengthen the supervision and management of live streaming, and promote the orderly development of the live commerce.