我国网络直播带货虚假宣传的法律规制
Legal Regulation of False Propaganda in China’s Live Webcasting with Goods

近年来，网络直播行业虚假宣传侵害消费者权益、不正当竞争等乱象日益突出，应当防范直播带货虚假宣传的法律风险。本文从商品直播中虚假宣传的行为类型和规制的必要性入手，分析当前网络直播带货中虚假宣传行为法律规制现状及主要困境，进一步提出明晰直播带货各方主体法律责任、加强协同监管和维权力度等规制路径，规范网络直播营销行业健康有序发展。
In recent years, the network live industry false propaganda infringement of consumer rights and interests, unfair competition and other chaotic phenomena are increasingly prominent, which should prevent the legal risks of live with goods false propaganda. This paper starts from the type of behaviour of false propaganda and the necessity of regulation in the live broadcast of goods, analyses the current status quo and main dilemmas of legal regulation of false propaganda behaviour in the current live broadcast of goods, and further proposes to clarify the legal responsibility of all parties to the live broadcast of goods, and strengthens the collaborative supervision and maintenance of rights and other regulatory paths, and regulates the healthy and orderly development of the network live broadcasting and marketing industry.