论网络直播带货中虚假宣传的法律规制

On the Legal Regulation of False Publicity in Network Live Broadcast

摘要: 直播带货作为一种网购新形态，其销售形式的强互动性能够让消费者享有更好的购物体验，但也为销售者进行虚假宣传带来更多可乘之机。当前，法律规范对网络直播带货的属性、虚假宣传的界定仍不明晰，导致法律适用面临困境，网络直播带货中复杂的主体关系又使得各主体的法律地位认定不明、法律责任分配困难。此外，网络直播带货的监管手段实际操作性不强、可行性较低，致使监管机制难以发挥应有监督作用。为此，应从现有的法律框架和制度出发，从解释的角度明确直播带货的商业广告属性及虚假宣传认定的“二合一”，并由当前网络直播带货模式切入，探寻各主体的法律地位，明晰法律责任分配，最后借助信息技术手段完善监管机制，使网络直播带货有序运行。

Abstract: As a new form of online shopping, the strong interaction of the sales form can make consumers enjoy a better shopping experience, but it also brings more opportunities for sellers to carry out false propaganda. At present, the definition of the attributes and false propaganda of online live broadcasting is still unclear, leading to difficulties in the application of law. The complex subject relationship in online live broadcasting makes the legal status of each subject unclear and the distribution of legal responsibilities difficult. In addition, the practical operation and feasibility of the supervision means of webcast carrying goods are not strong, which makes it difficult for the supervision mechanism to play its due supervisory role. To this end, we should start from the existing legal framework and system, from the perspective of interpretation to clarify the commercial advertising attributes of live broadcast with goods and the “two in one” identified by false propaganda, and start from the current mode of online broadcast with goods, explore the legal status of each subject, clarify the distribution of legal responsibilities, and finally improve the supervision mechanism by means of information technology to make the orderly operation of online broadcast with goods.