电商平台直播带货中虚假宣传的法律规制研究

Research on Legal Regulation of False Advertising in Live-Streaming E-Commerce

摘要: 随着数字平台经济的快速发展，直播带货已成为电子商务的重要形态。依托流量分配机制与算法推荐体系，直播营销呈现出强互动性与高转化率的特征，但与此同时，夸大宣传、虚构销量、虚假功效陈述等问题频发，严重侵害消费者合法权益，扰乱市场竞争秩序，也阻碍了直播带货行业的健康可持续发展。尽管我国已出台《电子商务法》《广告法》《消费者权益保护法》等相关法律法规，尝试对直播带货虚假宣传行为进行规制，但实践中仍存在规制主体模糊、责任划分不清、监管手段滞后、维权渠道不畅等诸多问题。本文对直播带货中虚假宣传的法律性质进行界定，分析主播、商家与平台之间的责任分配结构，以协同规制理论为核心分析框架，揭示当前规制体系在主体认定、证据规则、平台义务及违法成本方面存在的制度不足，并提出完善法律规制路径，包括明确主体责任、完善法律体系、强化平台监管及优化消费者维权机制，构建以平台责任为核心、多方主体协同参与的协同治理模式，从而实现对直播带货虚假宣传行为由事后处罚向全过程风险防控的制度转型。

Abstract: With the rapid development of the digital platform economy, live-streaming sales have become an important form of e-commerce. Relying on the traffic distribution mechanism and algorithm recommendation system, live-streaming marketing has shown strong interactivity and high conversion rates. However, at the same time, problems such as exaggerated promotion, fabricated sales volume, and false efficacy claims occur frequently, seriously infringing upon consumers’ legitimate rights and interests, disrupting the market competition order, and hindering the healthy and sustainable development of the live-streaming sales industry. Although China has issued relevant laws and regulations such as the “E-commerce Law”, “Advertising Law”, and “Consumer Rights and Interests Protection Law” to attempt to regulate false promotion in live-streaming sales, there are still many problems in practice, including ambiguous regulatory subjects, unclear responsibility allocation, lagging regulatory means, and unsmooth channels for consumer rights protection. This article defines the legal nature of false promotion in live-streaming sales, analyzes the responsibility allocation structure among hosts, merchants, and platforms, and takes the collaborative regulation theory as the core analytical framework to reveal the institutional deficiencies in the current regulatory system in terms of subject identification, evidence rules, platform obligations, and the cost of violations. It also proposes a path to improve legal regulation, including clarifying the main responsibilities, improving the legal system, strengthening platform supervision, and optimizing the consumer rights protection mechanism, to build a collaborative governance model centered on platform responsibility and involving multiple subjects, thereby achieving a transformation of the regulatory system for false promotion in live-streaming sales from post-event punishment to full-process risk prevention and control.