电商直播“虚假宣传”的认定与规制路径

The Identification and Regulation Path of “False Advertising” in E-Commerce Live Streaming

摘要: 随着电商直播行业的快速发展，直播过程中虚假宣传行为日益普遍，为保护消费者的权益，亟需规制此类行为。本文基于《电子商务法》《消费者权益保护法》等法律规范，结合最新司法案例与监管动态，系统分析了电商直播中虚假宣传的认定标准、责任主体划分及规制路径。研究表明，电商直播虚假宣传行为有别于传统宣传方式，其认定需综合考量宣传内容、消费者认知和法律规范等多重因素。虚假宣传责任主体涵盖商家、主播、MCN机构及平台等多方参与者，需根据各自角色承担相应法律责任。因此，需要健全直播电商领域的专门性法律法规、完善对各主体虚假宣传行为的监管机制、加强执法力度、压实平台主体责任和强调社会共治。以期建立一个公正、合法、有秩序的直播电商平台，规制虚假宣传行为，保护消费者的合法权益。

Abstract: With the rapid development of the e-commerce live streaming industry, false advertising during live streaming has become increasingly common. To protect consumers’ rights and interests, it is urgent to regulate such behavior. Based on legal norms such as the “E-Commerce Law” and the “Consumer Rights and Interests Protection Law”, and in combination with the latest judicial cases and regulatory trends, this article systematically analyzes the identification standards, division of responsible entities, and regulatory paths for false advertising in e-commerce live streaming. Research shows that false advertising behavior in e-commerce live streaming is different from traditional promotional methods. Its determination requires comprehensive consideration of multiple factors such as promotional content, consumer perception, and legal norms. The subjects responsible for false advertising include multiple participants such as merchants, live-streamers, MCN agencies and platforms, and they need to bear corresponding legal responsibilities according to their respective roles. Therefore, it is necessary to improve the specialized laws and regulations in the field of live-streaming e-commerce, perfect the supervision mechanism for false advertising behaviors of all entities, strengthen law enforcement, solidify the main responsibility of platforms, and emphasize social co-governance, with the aim of establishing a fair, legal and orderly live-streaming e-commerce platform, regulating false advertising behavior and protecting the legitimate rights and interests of consumers.