电商时代直播带货虚假宣传的法律规制研究
Research on the Legal Regulation of Live Broadcast False Propaganda in the Era of E-Commerce

直播带货行业的迅猛崛起，对经济的繁荣发展起到了重要的推动作用。但在繁荣发展的背后，直播带货中虚假宣传的频发对消费者的合法权益及其他经营者的公平竞争造成了巨大冲击。目前我国直播带货虚假宣传的表现形式主要体现为产品价格、质量及数据流量的虚假宣传。在对虚假宣传乱象进行法律规制时，主要困境集中于相关法律条款难以协调，主体定位及责任难以认定，缺乏有效的监管机制。针对以上困境，需要厘清各法律规范之间的合理适用范围，结合具体直播带货情形以明确各个主体的法律地位及相应责任，并利用大数据平台提高监管效能，实现对直播带货虚假宣传行为的有效规制。
The rapid rise of the live delivery industry has played an important role in promoting the prosperity of the economy. However, behind the prosperity and development, the frequent occurrence of false propaganda in live streaming has caused a huge impact on the legitimate rights and interests of consumers and the fair competition of other operators. At present, the form of false publicity of live streaming in China is mainly reflected in the false publicity of product price, quality and data flow. In the legal regulation of false propaganda chaos, the main difficulties focus on the difficulty of coordination of relevant legal provisions, the difficulty of subject positioning and responsibility identification, and the lack of effective supervision mechanism. In view of the above difficulties, it is necessary to clarify the reasonable scope of application of various laws and norms, and clarify the legal status and corresponding responsibilities of each subject in combination with the specific live delivery of goods, and use the big data platform to improve supervision efficiency and achieve effective regulation of the false publicity behavior of live delivery of goods.