电商主播虚假宣传的民事责任研究

Research on the Civil Liability of False Publicity of E-Commerce Anchors

摘要: 随着社会经济与技术的发展，互联网经济在交易中占据着相当重要的地位。因疫情影响，直播带货的交易形式已经成为了当下互联网经济非常热门的销售模式。然而这种销售模式也存在诸多问题，其中最突出的便是由虚假宣传所导致的民事权益侵害问题。对于虚假广告，主播是否应当承担法律责任？本文将对电商主播虚假宣传民事责任的认定难点进行分析，并在此基础上从明确主播承担责任的边界、明晰主播身份性质、畅通消费者维权渠道三方面提出完善建议，以便更加清楚地认识电商主播虚假宣传民事责任的认定路径，促进网络直播带货行业平稳发展。

Abstract: With the development of social economy and technology, the Internet economy occupies a very important position in the transaction. Due to the impact of the epidemic, the transaction form of live streaming has become a very popular sales model in the current Internet economy. However, there are also many problems in this sales model, among which the most prominent problem is the infringement of civil rights and interests caused by false publicity. For the false advertising, should the anchor bear the legal responsibility? This paper will analyze the difficulties of electricity anchor false propaganda civil liability, and on this basis from clear electricity anchor responsibility of boundary, clear electricity anchor identity nature, open consumer rights channels three aspects put forward perfect suggestions, in order to more clearly understand electricity anchor false propaganda of civil liability path, promote the smooth development of live streaming with goods industry.