网络直播行业虚假宣传行为的法律治理研究

Research on the Legal Governance of False Propaganda in the Online Live Broadcast Industry

摘要: 随着5G技术普及与消费模式升级，网络直播行业已从早期秀场、游戏直播，拓展至电商、知识付费直播等领域，成为拉动消费、促进就业的重要经济形态。但行业高速发展中，虚假宣传问题高发，表现为夸大产品功效、虚构交易数据、隐瞒产品缺陷、打造虚假人设等，既侵害消费者知情权与公平交易权，造成财产损失甚至健康风险，又破坏市场公平竞争秩序，引发“劣币驱逐良币”效应，制约行业可持续发展。本文以该行业虚假宣传行为为研究对象，采用文献研究、案例分析与比较研究法，明确其法律界定与典型表现，结合典型案例来剖析其对消费者、市场秩序及行业生态的多重危害；梳理我国相关法律体系、监管机制及司法实践现状，指出法律法规、监管、平台层面的核心问题；借鉴美国、欧盟经验，从立法、监管、平台三个维度提出完善建议，旨在为司法裁判与政策制定提供参考，推动行业在法治化轨道健康发展，实现消费者权益、市场秩序与行业创新的平衡。

Abstract: With the popularization of 5G technology and the upgrading of consumption patterns, the online live streaming industry has expanded from its early focus on show-based and gaming live streams to fields such as e-commerce live streams and knowledge payment live streams, becoming an important economic form that drives consumption and boosts employment. However, against the backdrop of the industry’s rapid development, false advertising has become a prevalent issue, manifested in behaviors such as exaggerating product effects, fabricating transaction data, concealing product defects, and creating false personas. This not only infringes on consumers’ right to know and right to fair trade, causing property losses and even health risks, but also undermines the order of fair market competition, triggers the “bad money drives out good money” effect, and restricts the sustainable development of the industry. This paper takes false advertising in this industry as the research object, adopts literature research, case analysis and comparative research methods to clarify its legal definition and typical manifestations, and analyzes the harms by combining classic cases. It sorts out the current status of China’s relevant legal system, supervision mechanism and judicial practice, and points out the core problems at the levels of laws and regulations, supervision and platforms. Drawing on the experience of the United States and the European Union, it puts forward improvement suggestions from three dimensions: legislation, supervision and platforms. The paper aims to provide references for judicial adjudication and policy formulation, promote the healthy development of the industry on the path of rule of law, and achieve a balance among consumers’ rights and interests, market order and industrial innovation.