直播电商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: 直播带货作为新兴电商模式，在经济低迷的大环境中异军突起，成为消费复苏与经济增长的重要推动力量。然而，直播电商的虚假宣传现象日益严峻，实务中规制虚假宣传的法律体系不完备，对直播带货涉及的多方主体未能明确其法律地位及责任，监管主体职能分工不明、新兴行业难以实现自我监督等规制困境逐渐显露出来。为此，本文提出完善现行法律法规、落实各参与主体责任与建立多元监管机制等建议，以期对直播电商中虚假宣传现象实施有效的监管和规制。

Abstract: Live-streaming e-commerce, as an emerging business model, has risen to prominence in the context of a sluggish economy, becoming a significant driving force for consumption recovery and economic growth. However, the problem of false advertising in live-streaming e-commerce is becoming increasingly severe. In practice, the legal system for regulating false advertising is incomplete, and the legal status and responsibilities of the multiple parties involved in live-streaming e-commerce have not been clearly defined. Moreover, the regulatory authorities’ functional divisions are unclear, and the new industry finds it difficult to achieve self-supervision. These regulatory challenges are gradually emerging. Therefore, this paper proposes suggestions such as improving current laws and regulations, implementing the responsibilities of all participants, and establishing a multi-faceted regulatory mechanism, with the aim of effectively regulating and controlling false advertising in live-streaming e-commerce.