直播电商虚假宣传现象及法律规制研究

Research on the Phenomenon and Legal Regulation of Live Broadcast E-Commerce False Propaganda

摘要: 直播电商行业发展迅速，直播带货成为新型销售方式，直播电商虚假宣传问题日益严重和严峻，认识虚假宣传中“引人误解”的核心地位，把握直播带货的发展趋势，通过对直播电商虚假宣传行为类型化的研究，从而进一步思考对虚假宣传行为规制的必要性。目前，我国对直播电商虚假宣传行为的法律规制并未形成完整的法律体系，仍然存在很多问题，通过对参与主体的分析及对《反不正当竞争法》《广告法》等相关法律规范的认识研究，提出对法律规范的完善以及加强监管体系，促进直播电商的稳定、健康发展。

Abstract: The live e-commerce sector has been evolving at a rapid pace. Live streaming for selling products has emerged as a novel sales approach. The issue of false promotion in live e-commerce has been increasingly serious and acute. Recognizing the core status of “misleading” in false promotion, grasping the development trend of live streaming selling, and conducting a typological study of false promotion behaviors in live e-commerce can facilitate further contemplation on the necessity of regulating such false promotion behaviors. Currently, China has not yet established a complete legal framework for regulating false promotion behaviors in live e-commerce, and numerous problems persist. Through the analysis of the involved entities and the study of relevant legal norms such as the Anti-Unfair Competition Law and the Advertising Law, proposals for the improvement of legal norms and the reinforcement of the supervision system can be put forward to promote the stable and healthy development of live e-commerce.