电子商务虚假宣传的法律规制：责任划分与监管机制优化研究

Legal Regulation of False Publicity in Electronic Commerce: A Study on the Division of Responsibility and the Optimization of Supervision Mechanism

摘要: 随着电子商务的快速发展，直播电商日益成为消费者购物的一种热门方式，但是在直播过程当中，各主播，商家在进行产品宣传时往往会存在夸大其词，产品介绍与实际不符，对产品交易数据造假，缺乏相关资质等问题，严重侵犯消费者的合法权益，也造成直播电商市场的混乱，不利于电商的持续健康发展。对于这些虚假宣传行为，商家、带货主播，直播平台基于不同角色定位都应当承担相应的义务和责任。且由于电商发展的迅速和多样化，对于直播电商相关违法行为需要加以限制和规范，可以从健全纠纷解决机制、细化相关法律规定等方式更好保障消费者的合法权益，规范相关主体行为，构建良好的市场秩序和营商环境。

Abstract: With the rapid development of e-commerce, live-streaming e-commerce has increasingly become a popular way for consumers to shop. However, during the live-streaming process, various hosts and merchants often exaggerate when promoting products, the product descriptions do not match the actual situation, fabricate product transaction data, and lack relevant qualifications, which seriously infringe upon the legitimate rights and interests of consumers. It has also caused chaos in the live-streaming e-commerce market, which is not conducive to the sustained and healthy development of e-commerce. For these false advertising behaviors, merchants, live-streaming product promoters and live-streaming platforms should all assume corresponding obligations and responsibilities based on their different role positioning. Moreover, due to the rapid and diverse development of e-commerce, it is necessary to restrict and regulate the illegal acts related to live-streaming e-commerce. This can be achieved by improving the dispute resolution mechanism and detailing relevant legal provisions to better protect the legitimate rights and interests of consumers, standardize the behaviors of relevant entities, and build a good market order and business environment.