直播电商虚假宣传的法律责任认定——以“网红带货”为例

Legal Liability Determination for False Advertising in Live Streaming E-Commerce—A Case Study of “Internet Celebrity Endorsements”

摘要: 在数字经济时代背景下，伴随着直播电商的迅猛发展，“网红带货”成为重要销售模式，但随之而来的虚假宣传问题却日益突出。本文以“网红带货”为研究对象，分析其虚假宣传行为的法律性质与责任认定，重点探讨主播、商家、电商平台在法律中的责任边界。本文认为，应从立法层面明确“网红”法律地位，界定各方法律责任，完善多方责任体系，并强化执法与监管协同机制，以规范新兴电商业态，保障消费者合法权益。

Abstract: In the context of the digital economy, the rapid growth of live streaming e-commerce has made “internet celebrity endorsements” a significant sales model. However, the accompanying issue of false advertising has become increasingly prominent. This paper focuses on “internet celebrity endorsements” as the research subject, analyzing the legal nature of false advertising practices and liability determination, with particular emphasis on defining the legal boundaries of responsibility for hosts, merchants, and e-commerce platforms. The study argues that it is necessary to clarify the legal status of “internet celebrities” at the legislative level, clearly delineate the legal liabilities of all parties involved, improve the multi-party accountability system, and strengthen enforcement and regulatory coordination mechanisms. These measures aim to standardize emerging e-commerce practices and protect consumers’ legitimate rights and interests.