论KOL种草广告中虚假宣传行为的法律规制

The Legal Regulation of False Propaganda Behavior in KOL Recommend Advertisement

摘要: KOL种草广告是近年来互联网平台出现的一种广告新形式。相较于传统的商业广告，KOL种草广告因具有较强的人身属性、拥有圈层化的受众以及去中心化的传播方式等特点，更容易获得消费者的信任。但KOL种草广告在发展过程中出现的虚假宣传行为却扰乱了正常的市场秩序，也侵害了普通消费者的合法权益。实践中执法部门对KOL种草广告中虚假宣传与虚假广告的认定存在口径不一的情况。KOL在种草广告中的主体定位不同，相应的法律规则也有所不同。未来立法部门、执法部门、互联网平台和KOL及相关行业都应当明确各自定位并切实履行相应的责任，进一步规范KOL种草广告，使其依法有序发展。

Abstract: KOL recommend advertising is a new form of advertising appearing on the Internet platform in recent years. Compared with traditional commercial advertisements, KOL recommend advertisements are easier to gain the trust of consumers because of their strong personal attributes, hierarchical audiences and decentralized communication characteristics. However, the false propaganda behavior in the development process of KOL recommend advertising has disturbed the normal market order, and also infringed on the legitimate rights and interests of ordinary consumers. In practice, law enforcement departments have different opinions on false propaganda and false advertisement in the KOL recommend advertisement. The main position of KOL in recommend advertisement is different, and the corresponding legal rules are also different. In the future, the legislative, executive, internet platform, KOL and related industries should clarify their respective roles and fulfill their respective responsibilities in an orderly manner, further standardizing the influencer endorsement advertising to ensure its legal and orderly development.