直播营销中误导性宣传法律规制重构研究

A Study on the Reconstruction of Legal Regulations for Misleading Advertising in Live-Stream Marketing

摘要: 伴随直播营销从新兴消费模式到主流消费模式的转变，虚假信息也逐渐向误导性信息过渡。误导性宣传在消费动机、消费环境、消费主体三个层面，具有其独特的形成逻辑，从虚假信息角度出发所制定的保护消费者知情权法律规制并不能适用直播营销中误导性宣传现象，应在关注消费者知情权保护基础上，基于该误导性宣传行为内在逻辑，将消费者理性决策列为核心规制目标，同时引入预防性干预机制，改良规制工具。

Abstract: As live-stream marketing evolves from an emerging consumption model to a mainstream one, false information is gradually transitioning into misleading information. Misleading promotions exhibit unique formation logics across three dimensions: consumer motivation, consumption environment, and consumer behavior. Legal regulations designed to protect consumers’ right to know—originally formulated for false information—are inapplicable to misleading promotions in live-stream marketing. Beyond safeguarding consumers’ right to know, regulatory efforts should prioritize consumers’ rational decision-making as the core objective, grounded in the inherent logic of misleading promotions. This requires introducing preventive intervention mechanisms and refining regulatory tools.