直播电商虚假宣传的刑法规制

The Criminal Law Regulation of Live Streaming E-Commerce False Propaganda

摘要: 互联网经济时代，直播电商是一种具有巨大经济效益的商业活动。部分主播为了促成线上，交易获取经济利益，而采取虚假宣传的方法，通过故意夸大或虚构商品质量、性能等信息，使用户对商品产生认识错误的。直播电商虚假宣传会产生侵害消费者的合法权益，扰乱市场经济秩序的严重危害后果。当前对直播电商虚假宣传进行规制的主要为行政法，然而行政法并不能有效遏制虚假宣传行为的增长。因此，将直播电商纳入刑法规制的领域，以刑事手段来规制虚假宣传行为，具备必要性且符合刑法的谦抑性原则。刑法对虚假宣传进行规制，必须建立在对直播电商不同商业模式作出合理区分。在不同商业模式的基础上，坚持主客观相统一的原则，分别以虚假广告罪或生产、销售伪劣商品罪，规制直播电商虚假宣传行为。

Abstract: In the era of Internet economy, live streaming e-commerce is a commercial activity with huge economic benefits. In order to facilitate online transactions and obtain economic benefits, some anchors take the method of false publicity by deliberately exaggerating or fabricating information such as product quality and performance, so that users have wrong understanding of products. Live e-commerce false publicity will cause serious harm to the legitimate rights and interests of consumers and disrupt the order of the market economy. At present, the main regulation on the false publicity of live streaming e-commerce is administrative law, but administrative law can not effectively curb the growth of false publicity. Therefore, it is necessary to bring live e-commerce into the field of criminal law regulation and regulate false propaganda by criminal means, which conforms to the principle of modesty in criminal law. The regulation of false propaganda in criminal law must be based on making a reasonable distinction between different business models of live streaming e-commerce. Based on different business models, the principle of the unity of subjectivity and objectivity should be adhered to, and the false propaganda of live e-commerce should be regulated by the crime of false advertisement or the crime of producing and selling fake and inferior commodities.