消费者权益保护视角下电商直播产品虚假宣传的法律规制研究

Research on the Legal Regulation of False Propaganda of E-Commerce Live-Streaming Products from the Perspective of Consumers’ Rights and Interests Protection

摘要: 电商平台是当下活力超群的新兴市场主体，我国直播带货产业链已初步成形，市场主体与消费者参与度不断提升，市场规模持续扩容。直播与电商的深度融合，加速了该模式的迭代升级。然而，部分主播及平台为逐利，采取夸大、低俗、虚假宣传等不当手段，严重侵害消费者权益，不公平交易与不正当竞争乱象频现，亟待规范整治。本文对电商直播带货中虚假宣传行为法律规制现状及存在问题进行探讨，探索电商直播模式下消费者权益保护的有力举措。

Abstract: E-commerce platforms are currently emerging market players with exceptional vitality. China’s live-streaming e-commerce industry chain has taken initial shape, with continuously increasing participation from market players and consumers, and a sustained expansion of market scale. The deep integration of live-streaming and e-commerce has accelerated the iterative upgrading of this model. However, in pursuit of profits, some anchors and platforms have resorted to improper means such as exaggeration, vulgarity, and false propaganda, which have seriously infringed on consumers’ rights and interests. Unfair transactions and unfair competition disorders occur frequently, urgently requiring regulation and rectification. This paper discusses the current status and existing problems of legal regulations on false propaganda in e-commerce live-streaming, and explores effective measures to protect consumers’ rights and interests under the e-commerce live-streaming model.