直播电商虚假宣传治理：案例驱动下的责任划分与权益保护

Governance of False Advertising in Live E-Commerce: Responsibility Allocation and Rights Protection Driven by Case Studies

摘要: 本文以市场监管总局2025年10起直播电商典型案例为研究对象，聚焦虚假宣传场景下主播、MCN机构、平台的责任划分问题。研究发现，责任认定遵循“行为主导性”、“义务履行度”、“利益关联性”原则：主播按“主观过错”与“行为独立性”承担直接责任，MCN机构作为核心枢纽需履行“内容管控 + 资质审核”义务，平台则承担“资质审核 + 内容监测”的隐含责任。案例中“穿透式监管”通过穿透主体身份、场景形式、违法层级实现责任溯源，“举证责任倒置”在普通产品宣称医疗功效、产品质量违法场景中减轻消费者维权负担。最后，从立法、主体、行业层面提出构建“法律威慑 + 技术监管 + 行业自律”协同治理体系的建议，为直播电商合规发展与消费者权益保护提供路径。

Abstract: This article studies ten typical live e-commerce cases from the State Administration for Market Regulation in 2025, focusing on the issue of responsibility allocation among hosts, MCN (Multi-Channel Network) agencies, and platforms in scenarios of false advertising. The research finds that responsibility determination follows the principles of “behavioral dominance”, “obligation fulfillment”, and “interest correlation”: hosts bear direct responsibility based on “subjective fault” and “behavioral independence”, MCN agencies, as core hubs, must fulfill the obligations of “content control and qualification review”, and platforms bear the implicit responsibility of “qualification review and content monitoring”. In these cases, “penetrative regulation” achieves responsibility traceability through the identities of subjects, scenario forms, and levels of violation, while “reversal of the burden of proof” helps reduce consumer protection burdens in cases involving ordinary products falsely claiming medical efficacy or quality violations. Finally, the article proposes building a collaborative governance system of “legal deterrence, technological supervision, and industry self-discipline” at legislative, entity, and industry levels, providing a path for compliant development of live e-commerce and consumer rights protection.