直播营销虚假宣传的法律规制研究

Research on Legal Regulation of False Advertising in Live Streaming Marketing

摘要: 在互联网高度普及和直播电商业务蓬勃发展背景下，直播营销中的虚假宣传问题也日益凸显严重，当前直播营销中的虚假宣传出现了法律法规协调难、主体定位和责任不明确、监管机制难以有效协调等问题，急需通过明确虚假广告和虚假宣传界限、完善直播营销相关立法、界定主播和直播平台法律地位及责任、以及构建协同监管机制等解决方案，从而促进直播营销行业的健康发展。

Abstract: Against the backdrop of the widespread adoption of the internet and the thriving e-commerce live streaming industry, the issue of false advertising in live streaming marketing has become increasingly prominent. Currently, false advertising in live streaming marketing faces challenges such as difficulties in coordinating laws and regulations, unclear subject positioning and responsibilities, and ineffective regulatory mechanisms. There is an urgent need for solutions such as clarifying the boundaries between false advertising and false promotion, improving relevant legislation for live streaming marketing, defining the legal status and responsibilities of live streamers and live streaming platforms, and establishing a collaborative regulatory mechanism. These measures aim to promote the healthy development of the live streaming marketing industry.