经济法视域下网络虚假宣传行为法律规制问题研究

Research on the Legal Regulation of Online False Propaganda Behavior from the Perspective of Economic Law

摘要: 在互联网技术蓬勃发展的今天，电子商务交易范围也日益扩大，已逐渐开始形成一个完整的市场体系，但市场竞争日益激烈，很多网络交易经营者为了谋求更多的交易机会，不惜采用网络虚假宣传等违法手段，不仅侵害了消费者和其他网络经营者的正当权益，一定程度上也扰乱了公平竞争的市场环境，因此有必要采取有效措施规制网络虚假宣传行为。笔者在总结现有法律法规的基础上，就网络虚假宣传行为进行了系统分析，对网络虚假宣传行为的概念以及特征进行了深入剖析，并就现阶段我国规制网络虚假宣传行为的过程中所存在的一系列问题提出了一些完善建议，以期为促进我国的市场经济健康有序发展贡献一份力量。

Abstract: With the vigorous development of Internet technology today, the scope of e-commerce transactions is also expanding, and has gradually begun to form a complete market system. However, the market competition is increasingly fierce. Many online transaction operators are willing to use illegal means such as false online propaganda in order to seek more trading opportunities, which not only infringes the legitimate rights and interests of consumers and other network operators, but also disturbs the market environment of fair competition to a certain extent. Therefore, it is necessary to take effective measures to regulate false online propaganda. On the basis of summarizing existing laws and regulations, the author conducted a systematic analysis of online false advertising behavior, deeply analyzed the concept and characteristics of online false advertising behavior, and put forward some improvement suggestions on the series of problems existing in the current process of regulating online false advertising behavior in China, in order to contribute to the healthy and orderly development of China’s market economy.