“直播带货”虚假宣传行为的法律规制研究

Research on Legal Regulation of False Propaganda Behavior of “Live Streaming Sales”

摘要: 直播带货行业的发展方兴未艾，促进国家经济增长的同时也存在着许多问题。目前我国已经颁布的有关网络购物虚假宣传的法律规定及相关政策中并没有对虚假宣传行为的认定标准，也未有具体的法律条文明确规定直播带货中出现的虚假宣传行为应当适用哪部法律对其进行规制，导致司法实践上对直播带货虚假宣传行为的打击难度较大。因此，有必要通过结合“直播带货”虚假宣传行为的自身特征与当下对该行为的法律规制不足的问题进行分析，并提出相应的完善建议，以期满足当前解决网络直播购物纠纷、防范行业风险的迫切需求，推动直播带货的健康发展，营造良好的电商环境。

Abstract: The development of live streaming sales industry is still in its infancy, but there are also many problems that promote national economic growth. At present, there is no standard for identifying false advertising behavior in the laws and policies related to online shopping that have been promulgated in China, nor is there a specific legal provision that clearly stipulates which law should be applied to regulate false advertising behavior in live streaming sales, which makes it difficult to crack down on false advertising behavior in judicial practice. Therefore, it is necessary to analyze the characteristics of the false advertising behavior of “live streaming sales” and the insufficient legal regulation of this behavior, and propose corresponding improvement suggestions, in order to meet the urgent needs of solving online live streaming shopping disputes and preventing industry risks, promote the healthy development of live streaming sales, and create a good e-commerce environment.