电商平台直播带货中虚假宣传行为的法律分析——以“三只羊月饼事件”为例

Legal Analysis of False Advertising in Live Streaming E-Commerce—Taking the “Three Sheep Meicheng Mooncake” as an Example

摘要: 随着自媒体时代到来，直播带货成为了家喻户晓的新兴业态。但在直播带货蓬勃发展的同时也出现诸多法律风险，其中，直播虚假宣传行为尤甚。其不仅严重损害了消费者的合法权益，也破坏了网络环境的健康生态。本文以“三只羊月饼事件”为例，分析电商直播带货中虚假宣传行为的法律责任，探讨现有法律对电商直播虚假宣传行为规制的不足并针对性地提出了完善建议，以期保护消费者的合法权益，促进电商直播行业的健康发展。

Abstract: With the advent of the era of self-media, live-streaming sales have become a well-known emerging business model. However, while live-streaming sales are booming, numerous legal risks have emerged, among which false advertising in live-streaming sales is particularly prominent. It not only seriously infringes upon the legitimate rights and interests of consumers but also undermines the healthy ecosystem of the online environment. This article takes the “Three Sheep Meicheng Mooncake” as an example to analyze the legal responsibilities of false advertising in e-commerce live-streaming sales, discusses the deficiencies of existing laws in regulating false advertising in e-commerce live-streaming, and puts forward targeted improvement suggestions, with the aim of protecting the legitimate rights and interests of consumers and promoting the healthy development of the e-commerce live-streaming industry.