网络直播带货虚假宣传的法律规制困境与路径优化——基于主体责任与法律适用的分析

The Dilemma and Path Optimization of Legal Regulation on False Promotion in Live-Streaming E-Commerce—An Analysis Based on Subject Liability and Legal Application

摘要: 近年来，网络直播带货作为一种“直播 + 电商”的新型商业模式迅猛发展，在激发市场活力、促进消费增长的同时，也伴生了虚假宣传、流量造假、产品质量参差不齐等乱象。其中，虚假宣传问题因其普遍性、隐蔽性和危害性尤为突出，对消费者权益、市场竞争秩序及行业健康发展构成了严峻挑战。现有法律规范体系，如《反不正当竞争法》与《广告法》，在应对这一新兴业态时呈现出适用竞合、判断标准模糊、责任主体认定困难等多重困境。本文旨在系统梳理直播带货虚假宣传的典型样态，深入剖析其在法律适用、主体归责及监管执行层面存在的核心难题。研究认为，规制路径的优化需从明确法律间的适用规则、细化各参与主体(特别是带货主播与平台)的法律地位与注意义务、引入“实质性关联”强制披露制度以及强化技术赋能与多元协作治理等方面着手，以构建一个既能有效遏制乱象，又能保障行业创新活力的法治化治理框架。

Abstract: In recent years, live-streaming e-commerce, as a new business model integrating “live streaming” and “e-commerce”, has developed rapidly. While stimulating market vitality and promoting consumption growth, it has also been accompanied by chaotic phenomena such as false promotion, traffic fraud, and uneven product quality. Among them, the issue of false promotion is particularly prominent due to its pervasiveness, concealment, and harmfulness, posing a severe challenge to consumer rights, market competition order, and the healthy development of the industry. The existing legal regulatory system, such as the Anti-Unfair Competition Law and the Advertising Law, exhibits multiple dilemmas when dealing with this emerging format, including overlapping application, ambiguous judgment standards, and difficulties in identifying liable subjects. This paper aims to systematically categorize the typical manifestations of false promotion in live-streaming e-commerce and deeply analyze the core difficulties existing at the levels of legal application, subject attribution of responsibility, and regulatory enforcement. The study argues that the optimization of the regulatory path needs to start from clarifying the application rules between different laws, specifying the legal status and duty of care of various participants (especially live-streamers and platforms), introducing a mandatory disclosure system for “material connections”, and strengthening technology empowerment and collaborative governance, so as to construct a rule-of-law governance framework that can effectively curb chaos while ensuring the innovative vitality of the industry.