直播带货中“流量造假”行为的法律定性与规制路径研究

Research on the Legal Characterization and Regulation Path of “Traffic Fraud” in Live Streaming Sales

摘要: 本文聚焦直播带货中的“流量造假”现象，系统分析其行为表现、法律特征及规制困境，旨在厘清流量造假的法律定性并构建有效规制路径。研究发现，流量造假主要表现为数据虚构型、交易刷单型与互动造假型三种形态，具有技术性与隐蔽性、间接性与传导性、跨境性与蔓延性等法律特征。在法律定性上，流量数据兼具“交易信息”与“竞争要素”双重属性，流量造假既构成虚假宣传，也违背不正当竞争原则。针对当前法律适用模糊、责任主体认定不清、监管技术壁垒等困境，本文从立法、执法司法、技术防控及行业自律四个维度提出完善建议，包括细化法律规则、构建梯度责任机制、推广区块链存证与智能监测技术、建立信用联合惩戒体系等，为规范直播电商行业秩序、维护市场公平竞争提供理论与实践参考。

Abstract: This paper focuses on the phenomenon of “traffic fraud” in live streaming sales, systematically analyzes its behavioral performance, legal characteristics and regulatory dilemmas, aiming to clarify the legal characterization of traffic fraud and construct an effective regulatory path. The results show that traffic fraud is mainly manifested in three forms: data fiction, transaction swiping and interactive fraud, which have legal characteristics such as technical and hidden, indirect and conductive, cross-border and spreading. In terms of legal characterization, traffic data has both the dual attributes of “transaction information” and “competitive elements”, and traffic fraud constitutes both false propaganda and violates the principle of unfair competition. In view of the current difficulties such as ambiguous application of law, unclear identification of responsible entities, and regulatory technical barriers, this paper puts forward suggestions for improving from four dimensions: legislation, law enforcement and justice, technical prevention and control, and industry self-discipline, including refining legal rules, constructing a gradient responsibility mechanism, promoting blockchain evidence storage and intelligent monitoring technology, and establishing a credit joint punishment system, etc., to provide theoretical and practical reference for standardizing the order of the live streaming e-commerce industry and maintaining fair competition in the market.