“剧本式”直播带货虚假宣传的法律规制

Legal Regulation of False Promotion in “Scripted” Live Streaming E-Commerce

摘要: 随着电商直播行业的快速发展，网络直播带货开始成为人们日常购物的“万能窗口”。但“剧本式”直播带货虚假宣传的问题却日益凸显。直播带货中以“剧本式”进行虚假宣传的行为通过虚构人设、价格欺诈、虚假库存、虚假测评与代言等剧本，以场景演绎形式来诱导消费。此类行为兼具隐蔽性、协同性、强误导性的特征，与传统虚假宣传存在着显著的差异，既侵害了消费者的知情权与公平交易权，又破坏了市场公平竞争秩序。本文明确“剧本式”虚假宣传具备商业广告、不正当竞争、侵害消费者权益三重法律属性。通过梳理《广告法》《反不正当竞争法》《消费者权益保护法》及相关规章的现行规制框架，指出当前存在着法律适用模糊、监管机制不完善等问题。为破解规制困境，本文从法律适用层面、监督管理层面提出完善路径。

Abstract: With the rapid development of the e-commerce live streaming industry, online shopping via live streams has become a “universal window” for consumers. However, the problem of false advertising through “scripted” live stream marketing has become increasingly prominent. In such live streams, merchants or influence employ designed scripts involving fabricated personas, price fraud, fake inventory, false product reviews, and deceptive endorsements—all presented through dramatized performances—to induce consumer purchases. This form of false advertising is characterized by concealment, coordination, and strong misleading effects, marking a significant departure from traditional modes of deception. It not only infringes upon consumers’ right to know and right to fair trade, but also undermines fair market competition. This paper identifies “scripted” false advertising as possessing threefold legal attributes—as a form of commercial advertising, unfair competition, and infringement upon consumer rights. By analyzing the existing regulatory framework under the Advertising Law, the Anti-Unfair Competition Law, the Consumer Rights Protection Law, and related administrative regulations, this study highlights current issues such as ambiguous legal applicability and deficiencies in regulatory mechanisms. To address these challenges, the paper proposes improvement strategies from both the legal application and supervisory management perspectives.