网络直播带货虚假宣传的法律规制探索

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

摘要: 随着信息技术的迅猛发展，互联网已经成为我们生活中不可或缺的一部分。在互联网平台的快速发展过程中，网络直播平台应运而生。直播带货凭借其足不出户即可网购的优势迅速占据了市场经济的重要位置，众多市场主体在这一新兴行业中找到了发展的机遇，电商直播和带货主播迅速崛起，展现了直播行业的强大生命力。直播带货对经济发展做出了显著贡献，缓解了部分群众的就业压力。然而，直播带货领域频繁出现的问题，以及行业乱象的不断涌现，引起了广泛关注。深入分析问题的根源，可以发现这主要是由于直播带货的直接规制立法层级不高、行业准入门槛较低、监管力度不足等原因造成的。最终，本文针对上述原因，提出了法律规制的建议，旨在维护消费者的合法权益和促进平台经济的健康发展。

Abstract: With the rapid development of information technology, the Internet has become an indispensable part of our life. In the rapid development process of the Internet platform, the webcast platform came into being. Live streaming e-commerce has quickly occupied an important position in the market economy with its advantage of being able to shop online without leaving home. Many market entities have found opportunities for development in this emerging industry, and e-commerce live streaming and e-commerce hosts have risen rapidly, demonstrating the strong vitality of the live streaming industry. Live streaming e-commerce has made significant contributions to economic development and alleviated the employment pressure of some people. However, the frequent problems in the field of live streaming e-commerce and the continuous emergence of industry chaos have attracted widespread attention. An in-depth analysis of the root cause of the problem reveals that this is mainly due to the low legislative level of direct regulation of live streaming e-commerce, low industry entry barriers, and insufficient regulatory efforts. Finally, this article proposes legal regulatory suggestions for the above reasons, aiming to safeguard the legitimate rights and interests of consumers and promote the healthy development of the platform economy.