电商平台虚假宣传的法律问题与规制研究

Legal Issues and Regulation Research on False Advertising in E-Commerce Platforms

摘要: 随着电商直播与网络零售的迅猛发展，虚假宣传已成为电商平台治理的核心难题。本研究系统剖析电商平台虚假宣传的现状、法律困境及规制路径。研究发现，现行法律规制面临三大挑战：一是责任主体界定模糊，导致责任推诿；二是新型技术手段缺乏针对性规范；三是处罚力度与违法成本失衡，行政罚款难以震慑规模化虚假宣传。根据挑战，本文提出三维规制路径，如明确多元主体责任，统一法律适用标准、创新技术监管与社会共治。研究强调，电商虚假宣传治理需形成“法律刚性约束 + 技术精准防控 + 社会广泛监督”的协同体系，未来需动态回应生成式AI、元宇宙直播等新技术挑战，推动《电子商务法》与《广告法》的适应性修订，为数字经济健康发展奠定信任基础。

Abstract: With the rapid development of e-commerce live streaming and online retail, false advertising has become a core challenge in the governance of e-commerce platforms. This study systematically analyzes the current status, legal dilemmas, and regulatory paths of false advertising on e-commerce platforms. The research finds that current legal regulations face three major challenges: first, the ambiguous definition of liable parties leads to responsibility shirking; second, new technological tools lack targeted regulations; third, there is an imbalance between penalty intensity and illegal costs, as administrative fines struggle to deter large-scale false advertising. Therefore, a three-dimensional regulatory approach is proposed, such as clarifying the responsibilities of multiple stakeholders, unifying legal application standards, and innovating technological supervision and social co-governance. The study emphasizes that the governance of false advertising in e-commerce requires a collaborative system of “rigid legal constraints + precise technological prevention and control + broad social supervision”. In the future, it is necessary to dynamically respond to new technological challenges such as generative AI and metaverse live streaming, promote adaptive revisions to the E-Commerce Law and Advertising Law, and lay a trust foundation for the healthy development of the digital economy.