直播带货虚假宣传背景下的消费者权益保护

Consumer Rights Protection under the Background of False Advertising in Live Streaming Sales

摘要: 作为一种新兴的购物方式，网络直播购物深受人们喜爱。在拉动经济增长的同时，也逐渐衍生出夸大功效、虚造流量、伪造评论等虚假宣传行为，严重侵犯了消费者的权益。本文旨在分析虚假宣传行为类型、消费者权益侵犯和维权现实困境，从而明确各方主体责任并提出规制建议，以期更好地维护消费者权益。

Abstract: As an emerging shopping method, online live streaming shopping is deeply loved by people. While driving economic growth, false advertising behaviors such as exaggerating effectiveness, fabricating traffic, and forging reviews have gradually emerged, seriously infringing on the rights and interests of consumers. This article aims to analyze the types of false advertising behavior, consumer rights infringement, and the reality of rights protection difficulties, in order to clarify the responsibilities of all parties and propose regulatory suggestions, in order to better safeguard consumer rights.