直播电商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: 本文以多部法律为框架，结合典型案例和国内外经验，对直播电商虚假宣传的法律规制困境进行了系统分析。研究发现，法律适用存在一些核心问题，如“虚假”与“引人误解”标准分离、主体责任模糊等。国外的一些经验，如美国的“实质性关联”披露制度、韩国的e-Trust认证以及德国的“结果导向”立法，可为中国提供借鉴。基于此，本文提出了完善建议，包括在立法层面明确“引人误解”为核心标准并强制披露利益关系，在监管层面构建协同机制并推行信用评价和AI实时监测，在消费者层面优化举证责任和七日无理由退货制度。本文的创新性在于将主播定位为“广告荐证人”并引入技术赋能监管，为破解直播电商虚假宣传难题提供了理论支撑和制度路径。未来，还需进一步探索区块链存证、跨境协同治理等方向，推动法律规制与数字经济业态的动态适配。

Abstract: This paper systematically analyzes the legal regulatory challenges of false advertising in live streaming e-commerce, using a multi-legal framework, combined with typical cases and domestic and international experiences. The study identifies core issues in the application of the law, such as the separation of standards for “false” and “misleading” claims, and the ambiguity of subject responsibility. International experiences, such as the U.S. “material connection” disclosure system, South Korea’s e-Trust certification, and Germany’s “outcome-oriented” legislation, can provide valuable references for China. Based on these findings, the paper proposes improvement suggestions, including clarifying “misleading” as the core standard and mandating the disclosure of interest relationships at the legislative level, constructing a collaborative mechanism and implementing credit evaluation and AI real-time monitoring at the regulatory level, and optimizing the burden of proof and the seven-day no-reason return system at the consumer level. The innovation of this paper lies in positioning the host as an “advertising endorser” and introducing technology-enabled regulation, providing theoretical support and institutional pathways for solving the problem of false advertising in live streaming e-commerce. Future research should further explore directions such as blockchain evidence storage and cross-border collaborative governance to promote the dynamic adaptation of legal regulations to the digital economy.