直播带货虚假宣传的监管漏洞及系统性治理路径研究

Research on Regulatory Loopholes and Systemic Governance Approaches for False Advertising in Live-Streaming E-Commerce

摘要: 本文聚焦直播带货领域突出的虚假宣传问题，引入协同治理理论作为本文的核心分析的理论基础。系统梳理了直播带货的发展现状与虚假宣传的表现形式，包括虚构产品信息、夸大产品效果、伪造交易数据及隐瞒不利信息等。通过分析直播带货虚假宣传的法律规制现状，指出当前存在法律法规针对性不足、取证难度大、违法成本低、平台监管动力缺失、消费者维权意愿弱及跨部门协作不畅等监管漏洞。在此基础上，从完善法律法规、强化技术取证能力、提高违法成本、压实平台责任、提升消费者维权积极性及加强跨部门跨区域协作六个维度，提出系统性治理路径，为规范直播带货市场秩序、保护消费者权益、维护市场诚信体系提供理论与实践参考。

Abstract: This article focuses on the prominent issue of false advertising in the live-streaming e-commerce field, systematically sorting out the current development status of live-streaming e-commerce and the manifestations of false advertising, including fabricating product information, exaggerating product effects, forging transaction data, and concealing unfavorable information. By analyzing the current legal regulation status of false advertising in live-streaming e-commerce, it points out that there are regulatory loopholes such as insufficiently targeted laws and regulations, difficulty in obtaining evidence, low cost of violation, lack of motivation for platform supervision, weak consumer rights protection awareness, and poor interdepartmental and cross-regional collaboration. On this basis, it proposes a systematic governance path from six dimensions: improving laws and regulations, strengthening technical evidence collection capabilities, increasing the cost of violation, holding platforms accountable, enhancing consumer rights protection awareness, and strengthening interdepartmental and cross-regional collaboration, providing theoretical and practical references for regulating the market order of live-streaming e-commerce, protecting consumer rights, and maintaining the market integrity system.