直播电商虚假宣传的法律规制

Legal Regulation of False Advertising in Live Streaming E-Commerce

摘要: 直播电商作为新兴商业模式发展迅猛，但虚假宣传问题频发，严重损害消费者权益和市场秩序。本文深入剖析直播电商虚假宣传法律规制困境，包括法律适用不协调、主体身份与责任不明、监管存在难题等方面，并提出针对性解决路径，如完善法律体系、明确主体责任、强化监管力度，旨在促进直播电商行业健康、有序发展。

Abstract: As an emerging business model, live-streaming e-commerce is developing rapidly, but the problem of false publicity is frequent, which seriously damages the rights and interests of consumers and market order. This paper deeply analyzes the dilemma of legal regulation of false propaganda in live-streaming e-commerce, including the uncoordinated application of law, unclear identity and responsibility of the subject, and problems in supervision, and proposes targeted solutions, such as improving the legal system, clarifying the main responsibilities, and strengthening supervision, aiming to promote the healthy and orderly development of the live-streaming e-commerce industry.