直播电商中“虚假流量”的法律定性及其规制路径

Legal Characterization and Regulatory Approaches to “Fake Traffic” in Live Streaming E-Commerce

摘要: 电商经济蓬勃发展之际，直播电商这一电商新形态崛起，在拉动消费增长、激发经济活力等方面成效显著，但这一行业的高速发展也伴随着虚假流量的失范乱象。在激烈的直播电商市场竞争压力下，经营者对平台流量的追求逐渐偏离正轨，平台上虚假流量行为泛滥，甚至已形成有组织、专业化的灰色产业链，不仅直接侵害消费者的知情权与公平交易权，更会日益瓦解市场竞争秩序。有效治理虚假流量行为需以法律强制力为根本手段，具体而言，应从目前直播电商中虚假流量的类型和运行模式入手，分析现行法律规范下该行为的法律定性并指出该行为的危害性，在完善高位阶法律规范体系的基础上推动平台、政府、经营者等多方协同治理，形成监管合力以促进直播电商领域的良性发展。

Abstract: Amid the robust expansion of the e-commerce economy, emergent formats such as live-streaming e-commerce have gained prominence, demonstrating substantial efficacy in stimulating consumption and invigorating economic dynamism. However, this rapid sectoral growth has been concomitant with the proliferation of fraudulent traffic practices. In the highly competitive landscape of live-streaming e-commerce, merchant strategies for acquiring platform traffic have increasingly diverged from normative pathways, giving rise to widespread artificial traffic operations. These activities have evolved into organized, specialized gray industrial chains that not only directly violate consumers’ rights to information and fair transaction but also progressively erode the integrity of market competition. Addressing artificial traffic necessitates a regulatory approach grounded in legal enforcement. Specifically, governance efforts should begin by examining the typologies and operational mechanisms of fraudulent traffic in live-streaming e-commerce, proceed to analyze its juridical characterization under extant legal frameworks, and elucidate its deleterious effects. Building upon an enhanced high-level legal infrastructure, a collaborative governance framework engaging platforms, government agencies, and merchants should be established. Such multi-stakeholder synergy will consolidate regulatory efficacy and foster sustainable development within the live-streaming e-commerce ecosystem.