数字经济下网络直播虚假宣传行为法律规制研究

Research on the Legal Regulation of False Propaganda Behaviors in Online Live Streaming under the Digital Economy

摘要: 在数字经济高速发展的背景下，网络直播带货作为一种新兴商业模式迅速崛起，其在拉动经济增长的同时，也衍生出诸多乱象，其中虚假宣传问题尤为突出。当前监管面临多重困境：一是虚假宣传的认定标准缺乏细化规则；二是直播带货主体的法律定位模糊，导致责任归属难以界定；三是技术迭代升级进一步加剧了监管复杂性。而现有法律法规尚未针对此类问题提供明确的规范指引。为有效规制直播带货中的虚假宣传行为，亟需从以下层面完善制度设计：其一，通过立法明确各参与主体(如主播、商家、平台)的法律身份及责任边界；其二，构建科学化的监管框架，细化虚假宣传的判定标准；其三，推动法律适用规则的体系化，利用大数据、区块链等技术手段提升监管效能，实现法律治理与数字技术的协同共治。

Abstract: Against the backdrop of the rapid development of the digital economy, live-streaming e-commerce on the Internet has risen rapidly as a new business model. While it has driven economic growth, it has also given rise to many problems, among which the issue of false propaganda is particularly prominent. The current supervision is facing multiple predicaments: First, there is a lack of detailed rules for the identification criteria of false propaganda; Second, the legal positioning of the subjects involved in live-streaming sales is ambiguous, making it difficult to define the attribution of responsibility. Thirdly, technological iteration and upgrading have further exacerbated the complexity of regulation. However, the existing laws and regulations have not yet provided clear normative guidance for such issues. To effectively regulate the false propaganda behavior in live-streaming sales, it is urgent to improve the institutional design from the following aspects: First, clarify the legal identities and responsibility boundaries of each participating subject (such as live-streamers, merchants, and platforms) through legislation; Secondly, establish a scientific regulatory framework and refine the criteria for determining false propaganda; Thirdly, promote the systematization of legal application rules, enhance regulatory efficiency by leveraging technologies such as big data and blockchain, and achieve the collaborative governance of legal governance and digital technology.