电子商务背景下虚假宣传的法律对策探究

Exploration of Legal Countermeasures against False Propaganda in the Context of E-Commerce

摘要: 随着互联网技术和电子商务的飞速发展，网络商品的交易量持续上升，同时电商平台也在不断壮大，这都使得社会信任问题日渐突显。网络购物已经成为现代生活的重要组成部分，它不仅为消费者带来了前所未有的便利，也推动了社会经济的持续发展和创新，但与此同时电商平台也出现了许多不诚信经营行为。为了在激烈的市场对抗中获得更大的市场份额，有些电商经营者违背了诚信经营原则，进行虚假宣传，破坏了网络交易的正常秩序，诱导消费者做出错误的决策，这严重侵害了消费者的合法权益。文章认为，通过一系列手段整顿电商市场、形成有效的法律规制已是迫在眉睫，净化电商环境势在必行。对此，本文首先对电子商务平台虚假宣传进行界定，简要地列举其常见形式，进而对电子商务背景下虚假宣传法律规制中所存在的困境进行分析，最后对上述困境提出规制对策。希望通过对电商平台虚假宣传法律对策的探究，有助于推动我国电子商务领域蓬勃发展。

Abstract: With the rapid development of Internet technology and e-commerce, the transaction volume of online commodities continues to rise, while e-commerce platforms are also growing, all of which make the social trust problem more and more prominent. Online shopping has become an important part of modern life, which not only brings unprecedented convenience to consumers, but also promotes the continuous development and innovation of social economy, but at the same time e-commerce platforms have also appeared many dishonest business behavior. In order to gain a larger market share in the fierce market confrontation, some e-commerce operators violate the principle of honesty and integrity, carry out false propaganda, disrupt the normal order of online transactions, and induce consumers to make wrong decisions, which seriously infringes on the legitimate rights and interests of consumers. The article believes that through a series of means to rectify the e-commerce market, the formation of effective legal regulation is imminent, purifying the e-commerce environment is imperative. In this regard, this article first defines false propaganda on e-commerce platform, briefly lists its common forms, and then analyzes the dilemmas existing in the legal regulation of false propaganda in the context of e-commerce, and finally puts forward regulatory countermeasures to the above dilemmas. It is hoped that the exploration of legal countermeasures against false propaganda on e-commerce platforms will help promote the vigorous development of e-commerce in China.