资本逻辑驱动下的数字虚假宣传及其法律规制

Digital False Advertising Driven by Capital Logic and Its Legal Regulation

摘要: 数字技术的迅猛发展促使虚假宣传演化出场景化、精准化与隐蔽化新形态，直播带货的沉浸式欺诈、算法推荐的定向误导、隐性广告的模糊侵权及流量造假的数据幻象，共同构成其典型表现。这些现象本质是资本逻辑主导下信息工具化的结果，资本通过操控信息符号、捕获用户注意力实现剩余价值攫取，对消费者知情权形成系统性威胁。当前规制体系面临多重困境，制度设计滞后导致平台责任套利，司法层面存在举证难与因果关系认定难问题，执法则遭遇取证阻碍与处罚威慑不足的挑战。对此，需构建平台全链条管理、司法规则优化、执法效能提升的多维度治理体系，结合跨部门协同共治与行业自律，推动信息回归公共交往属性，实现数字经济效率与公正的平衡。

Abstract: The rapid advancement of digital technology has propelled the evolution of false advertising into new contextualized, precision-driven, and concealed forms. It is characterized by typical manifestations including immersive fraud in live-streaming commerce, targeted misleading via algorithmic recommendations, ambiguous infringement through covert advertising, and data illusions generated by traffic manipulation. Fundamentally, these phenomena stem from the instrumentalization of information under the dominance of capital logic—capital appropriates surplus value by manipulating information symbols and capturing users’ attention, thereby posing a systemic threat to consumers’ right to know. The current regulatory system confronts multiple predicaments: outdated institutional frameworks facilitate platform liability arbitrage; judicial proceedings face challenges regarding the burden of proof and causation determination; and law enforcement encounters obstacles in evidence collection and insufficient deterrence from penalties. To mitigate these issues, a multi-faceted governance framework should be established, integrating full-chain platform management, judicial rule optimization, and enhanced law enforcement efficiency. Combined with cross-departmental collaborative governance and industry self-regulation, this framework aims to restore information’s inherent role as a medium for public communication, ultimately achieving a balance between efficiency and justice in the digital economy.