直播带货虚假宣传的法律规制

Legal Regulation of False Advertising in Live Streaming Commerce

摘要: 本文探讨了直播带货中虚假宣传的法律规制问题。随着互联网技术的高速发展，直播带货作为新兴营销模式迅速崛起，但其虚假宣传问题频发，严重损害了消费者权益和市场公平竞争。虚假宣传主要包括对产品效用、价格及数据流量的虚假宣传，这些行为误导消费者，使其作出错误购买决策。现有法律规制面临诸多困境，如法律条款模糊、法律法规衔接不畅、责任主体不明、监管机制不健全及消费者权益保护不足等。为解决这些问题，本文提出了多项策略建议：明确法律法规的适用范围，合理划分各方责任，强化监管机制，保障消费者权益，并加强行业自律引导。通过细化法律法规、强化监管和保障维权等措施，有望减少虚假宣传行为，保障消费者权益，维护健康有序的市场环境，推动直播带货行业持续健康发展。

Abstract: This paper explores the legal regulation of false advertising in live streaming commerce. With the rapid development of internet technology, live streaming commerce has emerged as a new marketing model, but the frequent occurrence of false advertising in this field has seriously damaged consumer rights and undermined fair market competition. False advertising mainly includes misrepresentation of product effectiveness, price, and data traffic, misleading consumers and leading them to make wrong purchasing decisions. Existing legal regulations face multiple challenges, such as vague legal provisions, inconsistent laws and regulations, unclear responsibility attribution, inadequate regulatory mechanisms, and insufficient protection of consumer rights. To address these issues, the paper proposes several strategic suggestions: clarifying the scope of application of laws and regulations, reasonably dividing the responsibilities of all parties, strengthening regulatory mechanisms, ensuring consumer rights protection, and enhancing industry self-regulation. By refining laws and regulations, strengthening supervision, and ensuring consumer rights protection, it is expected to reduce false advertising, safeguard consumer rights, maintain a healthy and orderly market environment, and promote the sustainable and healthy development of live streaming commerce.