直播电商虚假宣传的法律责任界定与诉讼研究

Legal Liability and Litigation Research on False Advertising of Live Streaming E-Commerce

摘要: 本文系统阐述了直播电商虚假宣传的主要表现形式、法律责任界定及诉讼流程。虚假宣传主要包括商品信息虚假、交易信息虚假及主播行为虚假三类。相关责任主体涉及商家、主播及直播平台，需根据《广告法》《民法典》等法律法规承担相应的民事、行政乃至刑事责任。其中，民事责任涵盖违约责任与侵权责任；行政处罚包括责令停止行为、罚款及吊销营业执照等；刑事责任主要涉及虚假广告罪，并与诈骗罪存在主观目的、行为方式及侵害客体上的区别。诉讼方面，消费者起诉需满足法定条件并提交规范的起诉状，法院依法审查后决定是否立案。

Abstract: This article systematically examines the primary manifestations of false advertising in live-streaming e-commerce, delineates legal liabilities, and outlines litigation procedures. False advertising primarily comprises three categories: misleading product information, fraudulent transaction details, and deceptive host conduct. The responsible parties—merchants, hosts, and live-streaming platforms—must assume corresponding civil, administrative, and criminal liabilities under laws such as the Advertising Law and the Civil Code. Civil liabilities include breach of contract and tort liabilities; administrative penalties encompass orders to cease violations, fines, and business license revocations; criminal liabilities primarily involve the crime of false advertising, which differs from fraud in subjective intent, method, and infringed subject. Regarding litigation, consumers must meet statutory requirements and submit properly formatted complaints, after which courts review the case to determine whether to proceed with filing.