网络直播中的不正当竞争行为及其法律规制研究——以直播带货虚假宣传为视角
Research on Unfair Competition in Network Live Broadcasting and Its Legal Regulation—From the Perspective of False Propaganda in Live Streaming with Goods

随着互联网技术的快速发展，网络直播作为一种新兴的营销方式迅速崛起，尤其在直播带货领域展现出巨大的商业潜力。然而，伴随着行业的迅猛发展，不正当竞争行为也日益凸显，其中虚假宣传问题尤为突出。本文旨在分析网络直播中的不正当竞争行为，特别是直播带货的虚假宣传问题，并探讨现有的法律规制措施及其不足，提出加强法律规制的建议，以期为网络直播市场的健康发展提供法律支持。
With the rapid development of internet technology, network live broadcasting has emerged as a novel marketing method, showing tremendous commercial potential, especially in the field of live streaming sales. However, with the industry’s rapid growth, unfair competition practices have become increasingly prominent, with the issue of false advertising being particularly significant. This paper aims to analyze the unfair competition behaviors in network live broadcasting, focusing on the problem of false advertising in live streaming sales. It also discusses the existing legal regulatory measures and their deficiencies, and proposes suggestions for strengthening legal regulation, in hopes of providing legal support for the healthy development of the network live broadcasting market.