直播电商虚假宣传的法律规制与平台治理研究

Research on the Legal Regulation and Platform Governance of False Advertising in Live-Streaming E-Commerce

摘要: 本文以直播电商虚假宣传为研究对象，通过典型案例分析，系统考察现行法律规制体系与平台治理机制的不足。研究发现，直播虚假宣传主要表现为商品性能虚假、流量数据造假、商品身份虚假标示、利益关系未披露及价格欺诈五种类型。现行法律面临定性争议、披露要求缺失、监管资源不足等困境。基于此，本文提出完善立法、强化平台责任、构建协同治理体系等优化路径，为规范直播电商市场提供理论支撑。

Abstract: This article takes false advertising in live-streaming e-commerce as the research object. Through the analysis of typical cases, it systematically examines the deficiencies of the current legal regulation system and platform governance mechanism. Research has found that live-streaming false advertising mainly manifests in five types: false product performance, falsified traffic data, false product identity labeling, failure to disclose interest relationships, and price fraud. The current law is confronted with predicaments such as qualitative disputes, the absence of disclosure requirements, and insufficient regulatory resources. Based on this, this paper proposes optimization paths such as improving legislation, strengthening platform responsibilities, and building a collaborative governance system, providing theoretical support for regulating the live-streaming e-commerce market.