直播平台与互联网广告的法律治理：挑战、演进与多元共治

Legal Governance of Live Streaming Platforms and Online Advertising: Challenges, Evolution, and Multi-Stakeholder Co-Governance

摘要: 随着直播电商的迅猛发展，其已成为互联网经济的重要组成部分，但同时也带来了诸多法律挑战。本文以直播平台与互联网广告的法律治理为研究对象，深入分析了私域直播隐蔽性、AI技术滥用等新型违法形态，系统梳理了我国从传统广告法到新兴专门规定的法律规制体系演进。研究表明，新《反不正当竞争法》的实施与《直播电商监督管理办法》的制定，标志着我国直播广告法律治理进入新阶段。本文提出构建多元共治体系的具体建议，包括强化平台主体责任、推进行政监管创新、促进行业自律和消费者保护，以期为我国直播广告法律治理体系的完善提供参考。

Abstract: With the rapid development of live streaming e-commerce, it has become a significant component of the internet economy, but it has also brought about numerous legal challenges. This paper focuses on the legal governance of live streaming platforms and online advertising, providing an in-depth analysis of new forms of violations, such as the concealment of private domain live streams and the misuse of AI technology. It systematically reviews the evolution of China’s legal regulatory framework, from traditional advertising laws to emerging specialized regulations. The research indicates that the implementation of the new Anti-Unfair Competition Law and the formulation of the Supervisory Measures for Live Streaming E-commerce mark a new phase in the legal governance of live streaming advertising in China. The paper proposes specific recommendations for constructing a multi-stakeholder co-governance system, including strengthening the primary responsibility of platforms, advancing innovation in administrative supervision, promoting industry self-regulation, and enhancing consumer protection, with the aim of providing references for the improvement of China’s legal governance system for live streaming advertising.