电商经济背景下的误导性宣传行为及其规制

Misleading Advertising in the Context of E-Commerce Economy and Its Regulation

摘要: 误导性宣传作为一种典型的不正当宣传方式，与虚假宣传以及欺诈相比所受关注较少。而在电商经济背景下，误导性宣传呈现出新形式，以更隐蔽、更多元的形式渗透至消费市场的各个角落，影响着消费者决策的同时也阻碍着电商经济乃至数字经济发展。然而对于误导性的评价标准与责任体系尚不明晰，因此在分析电商经济下的误导性宣传的新情况的同时，应明确其认定标准，构建误导性宣传的法律责任体系，更好规制误导性，促进电商经济的健康发展。

Abstract: Misleading advertising, as a typical form of improper promotion, has received comparatively less attention than false advertising and fraud. Within the context of the e-commerce economy, misleading advertising manifests in new forms, permeating various corners of the consumer market in more concealed and diversified ways. While influencing consumer decision-making, it also hinders the development of both the e-commerce economy and the broader digital economy. However, the evaluation criteria and liability system form is leading practices remain unclear. Therefore, while analyzing the new manifestations of misleading advertising in the e-commerce context, it is essential to clarify its identification criteria and construct a legal liability framework for misleading advertising. This will enable better regulation of misleading practices and promote the healthy development of the e-commerce economy.