直播带货中虚假宣传的法律规制研究

Research on the Legal Regulation of False Advertising in Live-Streaming E-Commerce

摘要: 随着数字经济时代的快速发展，直播带货成为新型购物方式，消费者和商家通过网络平台实时完成交易，促进了消费升级，但是，直播带货爆发式增长的同时引发了一系列的法律问题，例如：虚假宣传、产品质量缺陷等不规范的行为。直播带货中的虚假宣传现象呈现多种形态，例如：商品功效虚假、质量造假、交易数据虚假、售后服务虚假等等，此外，还存在AI换脸、虚拟背景等利用新型技术赋能的虚假行为。本文通过实证分析的方法，对直播带货中虚假宣传行为的违法形态和法律规制难题进行梳理，结合近年来关注度较高的典型案例，立足现行法律实践困境，提出解决路径和法律规制体系。通过对各方主体责任的界定，对大数据技术加以利用，加强对网络直播带货行为的规范和宣传，实现数字化经济健康发展，保护消费者的合法权益。

Abstract: The rapid rise of the digital economy has made live-streaming e-commerce a transformative shopping trend, allowing consumers and businesses to conduct real-time transactions through online platforms and fuel consumption growth. However, this explosive expansion has also brought serious legal challenges, including false advertising, substandard products, and other unethical practices. Deceptive marketing in live-streaming e-commerce takes many forms—from misleading claims about product benefits and doctored quality certifications to fake sales data and dishonest after-sales guarantees—while advanced technologies like AI face-swapping and virtual backdrops further enable sophisticated fraud. This paper employs empirical analysis to systematically examine the illegal forms and regulatory challenges of false advertising in live-streaming e-commerce. By integrating high-profile cases that have garnered significant attention in recent years and focusing on the current difficulties in legal practice, it proposes solutions and a comprehensive regulatory framework. By clarifying the responsibilities of all parties involved, leveraging big data technology, and enhancing the regulation and publicity of online live-streaming e-commerce, it aims to achieve healthy development of the digital economy and protect the legitimate rights and interests of consumers.