直播电商场景下虚假宣传行为的规制

Regulation of False Advertising Behaviors in Live-Streaming E-Commerce Scenarios

摘要: 直播电商的爆发式扩张使“误导性商业宣传”呈现即时化、情感化与算法化的新特征，核心参数造假、价格信号操纵、互动数据注水、身份立场隐匿及流量数据伪造等类型交织，传统规制工具面临主体身份流变、规范竞合失衡、监管成本陡增、证据固定困难等结构性困境。厘清主播、MCN、平台与商家在多元法律关系中的义务层级，以区块链存证、实时数据监测与动态保证金制度压实平台守门人责任，并通过职责清单、联席执法与信用评价构建跨部门、跨平台、跨社会的协同治理闭环，可在不增设新立法的前提下实现处罚标准统一与违法成本内置，为数字经济高频交易场景提供可复制的合规范式。

Abstract: The explosive expansion of live-streaming e-commerce has given rise to new characteristics of “misleading commercial promotion”, such as immediacy, emotionalization and algorithmization. The types of such practices, including core parameter fraud, price signal manipulation, interaction data inflation, hidden identity and stance, and traffic data forgery, are intertwined. Traditional regulatory tools are facing structural predicaments such as the fluidity of subject identities, imbalance in normative competition, sharp increase in regulatory costs, and difficulty in fixing evidence. To clarify the obligation hierarchy of live-streamers, MCNs, platforms and merchants in the complex legal relationships, and to solidify the gatekeeper responsibility of platforms through blockchain evidence preservation, real-time data monitoring and dynamic guarantee deposit systems, and to build a cross-departmental, cross-platform and cross-societal collaborative governance loop through duty lists, joint law enforcement and credit evaluation, can achieve uniformity in penalty standards and internalization of illegal costs without the need for new legislation, providing a replicable normative model for high-frequency transaction scenarios in the digital economy.