直播电商“虚假宣传”的法律认定困境与规制路径优化

The Legal Determination Predicament and Regulatory Path Optimization of “False Advertising” in Live-Streaming E-Commerce

摘要: 直播电商作为一种新兴商业模式，在激发消费潜力的同时，其伴生的“虚假宣传”问题也日益凸显。由于直播业态所具有的即时性、互动性与营销内容隐蔽性等特征，传统法律框架在适用于此类新型纠纷时面临严峻挑战。本文系统剖析了当前直播电商虚假宣传在行为定性、责任主体认定、虚假内容判定以及因果关系证明等方面存在的法律困境。究其根源，在于立法滞后、执法乏力、司法保守与行业自律缺失。为有效应对这些困境，本文提出应从立法明确化、执法精准化、司法能动化和共治体系化四个维度，构建一套多元协同的规制路径优化方案，以期为我国直播电商行业的健康有序发展提供法治保障。

Abstract: As a new business model, live-streaming e-commerce, while stimulating consumption potential, has also increasingly highlighted the problem of “false advertising” that comes with it. Due to the characteristics of the live-streaming industry such as immediacy, interactivity and the concealment of marketing content, the traditional legal framework faces severe challenges when applied to such new types of disputes. This article systematically analyzes the legal predicaments existing in the current false advertising of live-streaming e-commerce in terms of behavior characterization, determination of responsible subjects, judgment of false content, and proof of causal relationships. The root cause lies in the lagging legislation, weak law enforcement, conservative judiciary and the lack of industry self-discipline. To effectively address these predicaments, this article proposes to construct a multi-dimensional and collaborative regulatory path optimization plan from four dimensions: legislative clarification, precise law enforcement, judicial initiative, and systematic co-governance, with the aim of providing legal guarantees for the healthy and orderly development of China’s live-streaming e-commerce industry.