电商营销中生成式AI虚假宣传的法律风险与规制路径

The Legal Risks and Regulatory Paths of Generative AI False Propaganda in E-Commerce Marketing

摘要: 数字经济时代，生成式AI为电商营销带来效率革新，却因被滥用催生虚假口碑、虚假广告、违规直播等新型虚假宣传行为。因生成式AI技术迭代降低造假门槛、电商流量竞争的逐利驱动、监管规制体系滞后，致使消费者知情权与公平交易权易受侵害、电商市场公平竞争秩序被破坏、相关主体法律责任难以认定。对此，应构建AI语境下的虚假宣传认定标准，厘清多元主体的分层法律责任体系，融合技术与制度构建行政监管、平台自治、消费者维权协同的全链条治理机制，实现技术创新与法治规制的有机平衡，以化解治理难题，促进数字经济健康发展。

Abstract: In the era of digital economy, generative AI has brought efficiency innovation to e-commerce marketing, but it has spawned new false propaganda behaviors, such as false word-of-mouth, false advertising, and illegal live broadcast due to abuse. Due to the iterative reduction of the threshold of fraud by generative AI technology, the profit-driven competition of e-commerce traffic, and the lagging regulatory system, consumers’ right to know and fair trading rights are vulnerable, the order of fair competition in the e-commerce market is destroyed, and the legal responsibilities of relevant subjects are difficult to be determined. In this regard, we should construct the identification standard of false publicity in the context of AI, clarify the hierarchical legal liability system of multiple subjects, integrate technology and system to construct a full-chain governance mechanism of administrative supervision, platform autonomy and consumer rights protection coordination, and realize the organic balance between technological innovation and legal regulation, so as to solve the governance problems and promote the healthy development of digital economy.