直播带货主播虚假宣传行为的法律规制

Legal Regulation of False Advertising Behavior by Live Streaming Sales Hosts

摘要: 近年来，直播带货行业呈现出蓬勃发展的态势，为消费者提供更加多元的购物方式。直播带货行业的野蛮生长，导致一些不正当竞争行为接踵而至，其中直播带货主播虚假宣传行为尤为突出。该行为不仅严重侵犯消费者的合法权益，更严重扰乱了直播带货市场竞争秩序，必须加以规制。由于我国尚未制定专门针对直播带货行业的法律，监管部门通常依据《反不正当竞争法》《广告法》《消费者权益保护法》等法律对主播虚假宣传行为加以处罚。但传统法律对直播带货主播虚假宣传行为的规制效果欠佳，为了更好保护消费者合法权益、维护市场竞争秩序，必须对现有法律规制的不足之处进行研究，并完善直播带货主播虚假宣传行为的法律规制。

Abstract: In recent years, the live streaming industry has shown a vigorous development trend, providing consumers with more diverse shopping methods. The unchecked growth of the live streaming industry has led to a series of unfair competition practices, with the most prominent being the false advertising by live streaming hosts. This behavior not only seriously infringes on the legitimate rights and interests of consumers, but also seriously disrupts the market competition order of live streaming market, which must be regulated. Since China has not yet formulated a law specifically for the live streaming industry, regulatory authorities usually punish anchors for false advertising based on laws such as the Anti-Unfair Competition Law, the Advertising Law, and the Consumer Protection Law. However, the traditional legal system has not achieved good results in regulating the false propaganda behavior of live streaming anchors. In order to better protect the legitimate rights and interests of consumers and maintain the order of market competition, it is necessary to study the deficiencies of the existing legal regulation and improve the legal regulation of the false propaganda behavior of live streaming anchors.