网络直播带货虚假宣传的法律规制困境与完善路径研究

Study on the Dilemmas and Improvement Paths of Legal Regulation of False Advertising in Live-Streaming E-Commerce

摘要: 网络直播带货作为一种新兴的电子商务营销模式，在激发市场活力、促进消费增长的同时，也因其准入门槛低、监管滞后等特性，成为了虚假宣传的重灾区。直播带货中的虚假宣传行为严重侵害了消费者合法权益，扰乱了公平竞争的市场秩序，对现行法律规制体系提出了严峻挑战。本文旨在深入剖析网络直播带货虚假宣传的典型表现形式及其特殊性，系统梳理当前法律规制在主体定位、责任认定、证据固定、监管执行及消费者维权等方面面临的现实困境。在此基础上，从明确法律主体性质与责任、构建全链条监管体系、强化平台主体责任、创新证据规则与维权机制以及推动社会共治等维度，提出系统性的完善路径，以期为构建健康、有序的网络直播营销生态提供理论参考与制度建议。

Abstract: As an emerging e-commerce marketing model, live-streaming e-commerce has not only stimulated market vitality and promoted consumption growth, but also become a “high-risk area” for false advertising due to its characteristics such as low access thresholds and lagging supervision. False advertising in live-streaming e-commerce seriously infringes on the legitimate rights and interests of consumers, disrupts the market order of fair competition, and poses severe challenges to the current legal regulation system. This paper aims to conduct an in-depth analysis of the typical manifestations and particularities of false advertising in live-streaming e-commerce, and systematically sort out the practical dilemmas faced by the current legal regulation in aspects such as subject positioning, liability determination, evidence preservation, supervision and enforcement, and consumer rights protection. On this basis, it puts forward systematic improvement paths from dimensions including clarifying the nature and liability of legal subjects, constructing a full-chain supervision system, strengthening the main responsibility of platforms, innovating evidence rules and rights protection mechanisms, and promoting social co-governance. It is expected to provide theoretical references and institutional suggestions for building a healthy and orderly online live-streaming marketing ecosystem.