直播电商中虚假宣传的法律认定与责任划分研究

Research on Legal Recognition and Responsibility Division of False Advertising in Live E-Commerce

摘要: 当下，在直播电商行业迅猛发展的同时，虚假宣传问题也日益凸显，这不仅严重侵害消费者权益，而且严重扰乱市场竞争秩序，此市场乱象亟需法律规制。本文运用法律经济学理论与平台责任理论，系统探讨直播电商中虚假宣传行为的法律认定标准与责任划分机制，并结合典型案例剖析现行法律规制面临的困境，提出相应完善路径。其中法律经济学理论揭示虚假宣传屡禁不止的逻辑，平台责任理论则为多元主体责任划分提供了理论支撑，二者贯穿全文，以期为直播电商行业的法治化治理提供理论依据与实践指引，继而促进行业健康有序发展。

Abstract: At present, with the rapid development of live e-commerce industry, the problem of false advertising is becoming increasingly prominent. This not only seriously infringes on consumer rights, but also seriously disrupts the market competition order. This market chaos urgently needs legal regulation. This article applies the theories of legal economics and platform responsibility to systematically explore the legal recognition standards and responsibility allocation mechanisms for false advertising behavior in live e-commerce, and analyzes the difficulties faced by current legal regulations through typical cases, proposing corresponding improvement paths. The theory of legal economics reveals the logic behind the repeated prohibition of false advertising, while the theory of platform responsibility provides theoretical support for the division of responsibilities among multiple subjects. The two run through the entire text, aiming to provide theoretical basis and practical guidance for the rule of law governance of the live e-commerce industry, and promote the healthy and orderly development of the industry.