直播带货虚假宣传问题——从企业运营和行政监管视角规制

The Problem of False Propaganda in Live Streaming Sales—Regulation from the Perspective of Enterprise Operation and Administrative Supervision

摘要: 在疫情期间由于线下购物不便利，直播带货这一模式逐渐发展起来，为经济的发展做出了不小的贡献。在直播带货经济飞速发展的同时，其中的虚假宣传问题开始展现出来。本文研究得出，直播带货存在相关市场准入不完善、信用管理制度不完善、监管技术落后、自身不重视等情况，同时职能部门和行业协会对于虚假宣传的监管力度不够导致出现了大量的虚假宣传。对虚假宣传行为进行规制，有利于维护消费者的合法权益，也可以维护直播带货市场的竞争秩序。最后，文章主要从完善企业运营的视角和加强行政监管的视角提出相应的措施。

Abstract: During the pandemic, due to the inconvenience of offline shopping, the model of live streaming has gradually developed, making a lot of contributions to the development of the economy. While the economy of live streaming is developing rapidly, the problem of false propaganda has begun to show. This paper concludes that there is imperfect market access, imperfect credit management system, backward regulatory technology, and lack of attention to live streaming, and at the same time, the lack of supervision of false propaganda by functional departments and industry associations has led to a large number of false propaganda. Regulating false propaganda is conducive to safeguarding the lawful rights and interests of consumers, and can also maintain the order of competition in the livestreaming market. Finally, this paper mainly puts forward corresponding measures from the perspective of improving enterprise operation and strengthening administrative supervision.