直播带货虚假宣传的法律规制困境与协同治理路径——基于“人–货–场”三维视角的分析

Legal Dilemmas and Collaborative Governance Pathways for Regulating False Advertising in Live-Streaming Commerce—A Tri-Dimensional Analysis of “Actor-Goods-Platform” Framework

摘要: 直播带货作为数字经济时代的新型营销模式，市场规模巨大，但虚假宣传问题频发，严重损害消费者权益与市场秩序。本文基于“人(主播)–货(商品)–场(平台)”三维分析框架，系统探讨直播带货虚假宣传的法律规制困境与协同治理路径。研究发现，虚假宣传行为可分为商品质量虚假、流量数据造假与身份关联隐瞒三类，现行法律存在规则竞合、责任主体界定模糊及消费者举证困难等问题。对此，提出“立法优化–技术赋能–信用约束”协同治理模型，建议制定相关法律法规，强化区块链存证与AI监测技术应用，并建立主播黑名单制度，为完善直播行业法律规制体系提供理论支持与实践参考。

Abstract: Live-streaming commerce, a novel digital economy marketing model, has seen significant growth but faces rampant false advertising issues, harming consumer rights and market integrity. This study employs an “actor (streamer)-goods (product)-platform (digital intermediary)” framework to analyze legal challenges and collaborative governance strategies. Findings categorize false advertising into three types: product quality misrepresentation, fabricated traffic data, and undisclosed material affiliations. Current legal systems exhibit flaws including regulatory overlaps (Anti-Unfair Competition Law vs. Advertising Law), ambiguous liability allocation, and consumer evidentiary burdens. In this regard, a collaborative governance model of “legislative optimization-technological empowerment-credit constraints” is proposed. It is suggested that relevant laws and regulations be formulated, the application of blockchain evidence preservation and AI monitoring technologies be strengthened, and a blacklist system for live-streaming hosts be established to provide theoretical support and practical reference for improving the legal regulation system of the live-streaming industry.