直播电商虚假宣传的法律规制探析

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

摘要: 直播电商作为数字经济时代的新型商业模式，在激活消费市场的同时，也因虚假宣传问题频发而面临治理挑战。本文以《广告法》《反不正当竞争法》《电子商务法》为规范基础，结合典型案例与实证数据，系统分析直播电商虚假宣传的行为类型、法律规制困境及优化路径。研究发现，虚假宣传行为已从商品本体延伸至价格、主播身份、流量数据等关联要素，现行法律体系存在规范竞合、主体责任模糊、技术监管不足等结构性缺陷。对此，提出以“主体身份–义务分层”为核心的责任分配机制，厘清虚假广告与虚假宣传的适用边界，并通过技术赋能构建“区块链存证 + AI动态监测”的协同治理框架，为直播电商虚假宣传的法治化治理提供可行性解决方案。

Abstract: As a new business model in the digital economy era, live streaming e-commerce has revitalized consumer markets while facing governance challenges due to frequent false propaganda advertising. Grounded in legal frameworks such as the Advertising Law, Anti-Unfair Competition Law, and E-Commerce Law, this study systematically analyzes the behavioral patterns of false advertising in live streaming e-commerce, legal regulatory dilemmas, and optimization pathways, incorporating typical cases and empirical data. The research reveals that false advertising has expanded from product attributes to associated elements such as pricing, host identity, and traffic metrics. Structural deficiencies in the current legal system include normative overlaps, ambiguous subject liability, and insufficient technical supervision. To address these issues, this paper proposes a responsibility allocation mechanism centered on “entity identification-obligation stratification,” clarifies the boundary between false advertising and false publicity, and constructs a collaborative governance framework through “blockchain-based evidence storage + AI-driven dynamic monitoring” to provide actionable solutions for the legal governance of false advertising in live streaming e-commerce.