直播带货中虚假宣传的责任认定探究

A Study on the Identification of Liability for False Advertising in Live-Streaming E-Commerce

摘要: 随着互联网技术的飞速发展，直播带货作为一种新兴的电子商务营销模式在商品销售方面作用举足轻重，在促进商品销售、推动经济发展的同时，也暴露出诸多问题，其中虚假宣传现象尤为突出，严重损害了消费者权益，扰乱了市场竞争秩序。主播主张表演属性规避广告代言责任，以娱乐化表演模糊宣传界限，在获取收益的同时试图逃避相应法律责任；商家利用供应链信息不对称转移质量风险，消费者难以掌握商品真实信息，维权困难重重；平台以技术中立为由弱化审核义务，对直播内容审核把关，为虚假宣传提供了可乘之机。本文对《反不正当竞争法》《广告法》《消费者权益保护法》这三部重要法律针对直播带货虚假宣传行为的规制现状进行梳理，剖析现行法律在直播带货领域适用中存在的不足，进而提出完善直播带货虚假宣传责任认定的具体路径，以期为直播带货行业的健康有序发展提供有力的法律保障，维护公平竞争的市场环境和消费者的合法权益。

Abstract: With the rapid development of Internet technology, live-streaming e-commerce, as an emerging e-commerce marketing model, plays a pivotal role in commodity sales. While it promotes product sales and drives economic development, it also exposes a series of issues, among which false advertising is particularly prominent. This phenomenon seriously infringes on consumers’ rights and interests and disrupts the order of market competition. Live-stream hosts claim the “performative nature” of their broadcasts to evade the legal liabilities of advertising endorsement. They blur the boundary between promotion and entertainment through recreational performances, seeking to obtain profits while avoiding corresponding legal responsibilities. Merchants exploit information asymmetry in the supply chain to shift product quality risks; consumers find it difficult to access authentic product information, leading to numerous obstacles in safeguarding their rights. Platforms, citing “technological neutrality”, downplay their content review obligations, failing to effectively examine and supervise live-stream content, which creates loopholes for false advertising. This paper sorts out the current regulatory status of false advertising in live-streaming e-commerce under three key laws: “The Anti-Unfair Competition Law”, “The Advertising Law”, and “The Consumer Rights Protection Law”. It further analyzes the deficiencies in the application of existing laws in the field of live-streaming e-commerce, and then proposes specific approaches to improve the identification of liabilities for false advertising in live-streaming. The study aims to provide robust legal safeguards for the healthy and orderly development of the live-streaming e-commerce industry, and to protect a fair competitive market environment as well as the legitimate rights and interests of consumers.