我国直播带货中虚假宣传法律规制探究

Exploration of the Legal Regulation of False Propaganda in China’s Live Streaming with Goods

摘要: 随着经济发展和人民生活水平的提高，我国直播带货行业迅速崛起，然而，虚假宣传问题日益突出，对市场秩序和消费者权益造成严重损害，亟需法律规制予以回应。本文通过分析《广告法》《反不正当竞争法》等现行法律在直播带货场景中的适用困境，指出其存在适用范围模糊、责任主体认定困难、监管手段操作性不足等问题。在借鉴美国、德国、韩国电商领域法律经验的基础上，提出应完善法律法规体系、厘清各类主体的法律责任与义务、引入大数据等技术手段强化监管、推动行业自律机制建设，从而促进直播带货行业健康有序发展，切实保障消费者合法权益。

Abstract: With the development of the economy and the improvement of people’s living standards, China’s live streaming bandwagon industry is rapidly emerging, however, the issue of false advertising has become increasingly prominent, severely harming market order and consumer rights, necessitating legal regulation for effective response. This paper analyzes the applicability challenges of current laws such as the “Advertising Law” and the “Anti-Unfair Competition Law” in live-streaming sales scenarios, identifying problems such as ambiguous scope of application, difficulties in identifying responsible parties, and operational inadequacies in regulatory measures. Drawing on legal experiences from the United States, Germany, and South Korea in e-commerce, the study proposes improving the legal and regulatory framework, clarifying the legal responsibilities and obligations of various entities, introducing technological tools like big data to enhance supervision, and promoting the development of industry self-regulation mechanisms. These measures aim to foster the healthy and orderly development of the live-streaming sales industry while effectively safeguarding consumer rights and interests.