电商直播虚假宣传的责任承担与法律规制

The Liability and Legal Regulation of False Advertising in E-Commerce Live-Streaming

摘要: 网络直播带货作为一种新型购物方式，增强了用户在线购物体验，近几年迎来了爆发式增长，但同时也存在着诸多隐患。实践中网络直播带货虚假宣传现象频发，主要表现为对产品“质量”或服务“品质”的虚假宣传，对数据流量的夸大宣传以及对主播身份与立场的虚假宣传。本文对电商直播虚假宣传原因进行了分析，包括主播未尽到合理注意义务、监督和治理手段可操作性差、消费者救济成本高等。并分析了《广告法》《消费者权益保护法》《电子商务法》等法律在规制网络直播虚假宣传方面的不足，以及电商直播虚假宣传中主播、商家和平台应承担的不同法律责任，最后提出了对于直播带货进行法律规制的完善建议，包括应细化多方主体责任与归责标准、加强算法监管与智能执法力度、健全消费者权益救济途径，使其得到有效的法律规制和监管，并提升其整体规制效能。为直播带货提供全面的法律保障，以进一步优化电商直播销售的营商环境。

Abstract: As a new form of shopping, live-streaming e-commerce has greatly enhanced users’ online shopping experience and witnessed explosive growth in recent years. However, it also presents various hidden risks. In practice, false advertising in live-streaming sales has become increasingly frequent, mainly manifested in misleading claims about product “quality” or service “excellence,” exaggerated publicity of data traffic, and false representations of the host’s identity or stance. This paper explores the causes of false advertising in e-commerce live streaming, including the host’s failure to exercise reasonable care, weak operability of supervision and governance mechanisms, and the high cost of consumer remedies. It also analyzes the deficiencies in the current legal framework, such as the Advertising Law, the Consumer Rights Protection Law, and the E-Commerce Law, in addressing false advertising in live-streaming activities. Furthermore, it examines the respective legal liabilities of hosts, merchants, and platforms involved in false advertising during live-streaming sales. Finally, the paper proposes improvements to the legal regulation of live-streaming e-commerce, including clarifying the legal responsibilities of all parties, strengthening supervision and law enforcement, and improving consumer redress mechanisms. These measures aim to ensure effective legal regulation and oversight, enhance overall regulatory efficiency, and provide comprehensive legal protection for live-streaming e-commerce, thereby further optimizing the business environment for online retail.