直播虚假宣传下实质性披露机制的引入——以新《反不正当竞争法》的修改为视角

The Introduction of Substantive Disclosure Systems under Live Broadcast False Advertising—A Perspective on the Revision of the New “Anti-Unfair Competition Law”

摘要: 随着电子商务的发展，网络直播带货成为主流营销模式。然而，直播带货领域虚假宣传行为频发，既侵犯了消费者的知情权与公平交易权，又破坏了市场公平竞争秩序。针对直播场景中四类典型虚假宣传行为，即对产品质量或服务品质、销售状况和评价、对竞争对手的产品或服务以及主播身份和立场的虚假宣传，新《反不正当竞争法》不仅强化了预防导向的事前规制，而且细化了与直播场景适配的具体规则，为前三类虚假宣传行为的规制提供了明确法律依据。但是，新法并未将“对身份立场的隐瞒”纳入法律规制范畴，在此背景下，引入“实质性关联信息披露机制”成为填补“身份立场隐瞒”规制空缺的关键。同时，该机制可以更好地明确电商经营者、主播、平台三方的义务，维护公平竞争的市场秩序，为直播电商行业高质量发展保驾护航。

Abstract: With the development of e-commerce, online live streaming has become the mainstream marketing model. However, false propaganda in the field of live streaming is frequent, which not only infringes on consumers’ right to know and fair trade, but also undermines the order of fair competition in the market. In response to the four types of typical false publicity behaviors in live broadcast scenarios, namely false publicity of product quality or service quality, sales status and evaluation, competitors’ products or services, and the identity and position of anchors, the new Anti-Unfair Competition Law not only strengthens prevention-oriented prior regulation, but also refines the specific rules for adaptation to live broadcast scenarios, providing a clear legal basis for the regulation of the first three types of false publicity behaviors. However, the new law does not include “concealment of identity position” in the scope of legal regulation, and in this context, the introduction of a “substantive related information disclosure mechanism” has become the key to filling the gap in the regulation of “concealment of identity position”. At the same time, this mechanism can better clarify the obligations of e-commerce operators, anchors and platforms, maintain the market order of fair competition, and escort the high-quality development of the live broadcast e-commerce industry.