直播电商中虚假宣传行为的多元主体责任划分

The Division of Responsibilities among Multiple Parties for False Advertising Behaviors in Live-Streaming E-Commerce

摘要: 本文聚焦直播电商虚假宣传治理难题，系统探讨多元主体责任划分与规制路径，旨在为行业规范发展提供理论与实践指引。研究明确直播场景虚假宣传需突破传统静态标准，建立以持续性误导与默示性误导为核心判定特征的特殊认定逻辑，以区分瞬时口误与实质性侵权，回应直播业态动态化、互动化的独特属性；同时探析多元主体利益合谋、技术赋能下的行为隐蔽性对虚假宣传乱象的影响，以及法律监管滞后与举证门槛过高形成的治理梗阻。研究构建主播分层定责机制，推动平台破解三重角色冲突，形成精准追责体系以弥补传统全有或全无责任模式的局限，并提出修订《直播电商营销管理办法》、构建“穿透式监管”实现高风险品类全流程管控、强化行业自律刚性化规制体系三重优化路径，为推动治理模式从被动向主动转型作出贡献。

Abstract: This article focuses on the governance challenges of false advertising in live-streaming e-commerce, systematically explores the division of responsibilities among multiple entities and regulatory paths, aiming to provide theoretical and practical guidance for the standardized development of the industry. The research clearly states that false advertising in live-streaming scenarios needs to break through the traditional static standards and establish a special determination logic with continuous misleading and implied misleading as the core determination features, in order to distinguish between momentary slip of the mouth and substantive infringement, and respond to the unique attributes of the live-streaming business model, which are dynamic and interactive. At the same time, it explores the impact of the collusion of interests among multiple subjects and the concealment of behaviors empowered by technology on the chaos of false advertising, as well as the governance obstacles caused by the lagging legal supervision and the excessively high threshold for providing evidence. Research on establishing a hierarchical responsibility mechanism for live-streamers, promoting platforms to resolve the conflicts among the three roles, and forming a precise accountability system to make up for the limitations of the traditional all-inclusive or all-inclusive responsibility model. Also, propose three optimization paths: revising the “Live-streaming E-commerce Marketing Management Measures”, building a “penetrating supervision” to achieve full-process control of high-risk categories, and strengthening the rigid regulatory system of industry self-discipline. Contribute to promoting the transformation of the governance model from passive to active.