电商直播中虚假宣传法律问题研析

Research and Analysis of Legal Issues of False Propaganda in E-Commerce Live Broadcasts

摘要: 随着互联网经济高速发展，消费者通过电商直播不受时间、空间的限制，就能实现与电商主播的实时性互动，对产品或者服务的相关信息进行了解，给消费者的购物体验带来了极大的便利。当然，也滋生了电商直播虚假宣传的不正当竞争行为。例如，电商利用互联网的信息不对称性以夸大、误导性、欺骗性的宣传方式吸引更多直播流量，抢占市场份额，对其所营销的商品或者服务的相关数据，以刷单炒信的方式误导消费者判断，侵害消费者的利益，扰乱市场经济，损害其他同业竞争者的公平竞争权。但我国目前针对电商直播中虚假宣传问题的法律规制存在于多部法律中，存在相关内容的竞合与适用的问题，而且对于直播电商中法律属性存在争议，主播身份和法律责任不明确，这些情况中所体现出来的法律问题需要我们从监管部门，行业属性和消费者三个方向入手，促进直播电商行业的健康稳定发展，维护良好的市场经济秩序。

Abstract: With the rapid development of the Internet economy, consumers can realize real-time interaction with e-commerce anchors and understand the relevant information of products or services through e-commerce live broadcast without time and space limitations, which brings great convenience to consumers’ shopping experience. Of course, it also breeds the unfair competition behavior of false publicity in e-commerce live broadcast. For example, e-commerce takes advantage of the information asymmetry of the Internet to attract more live traffic with exaggerated, misleading and deceptive publicity, seize market share, mislead consumers’ judgment with the method of brushing orders and speculating on letters, infringe on the interests of consumers, disrupt the market economy, and damage the fair competition right of other competitors. However, the legal regulations on false propaganda in e-commerce live broadcast in China exist in many laws, and there are problems of competition and application of relevant content. Moreover, there are disputes over the legal attributes of e-commerce live broadcast, and the identity and legal liability of anchors are not clear. The legal problems reflected in these situations require us to start from the three aspects of regulatory authorities, industry attributes and consumers to promote the healthy and stable development of e-commerce live broadcast industry and maintain a good market economic order.