我国网络直播带货虚假宣传行为的法律规制研究
Research on Legal Regulation of False Propaganda Behavior in Online Live Streaming Sales in China

在数字经济快速发展的背景下，网络直播带货的销售模式发展迅速，逐渐成为电商领域的重要组成部分。然而随着直播带货市场的指数级扩张，其野蛮生长带来的问题也逐渐显现，其中最普遍的就是带货主播对商品的虚假宣传问题，这种行为会对消费者和市场经济造成双重伤害，长期如此也会打击该行业的后续发展。对此，本文致力于挖掘问题并解决问题，首先介绍网络直播带货中虚假宣传的表现形式，其次分析这种现象带来的负面影响，然后挖掘我国在对网络直播带货虚假宣传方面法律规制上的不足，进而提出针对性且细致的建议。希望在今后的立法修正中，可以对直播带货虚假宣传行为的范围予以明确界定，同时明确直播带货主体的法律关系和责任，建立完备的事前事后监督机制，还市场一片净土。
In the context of the rapid development of the digital economy, the sales model of online live streaming sales has developed rapidly and gradually become an important component of the e-commerce field. However, with the exponential expansion of the live streaming sales market, the problems brought about by its savage growth have gradually become apparent, among which the most common is the problem of false advertising of products by live streaming hosts. This behavior will cause dual harm to consumers and the market economy, and in the long run, it will also undermine the subsequent development of the industry. In this regard, this paper is committed to excavating and solving the problems, firstly introducing the forms of false advertising in online live streaming sales, then analyzing the negative impact of this phenomenon, and then excavating the deficiencies of China’s legal regulation on false advertising of online live streaming, and then putting forward targeted and detailed suggestions. It is hoped that in future legislative amendments, the scope of false publicity of live streaming can be clearly defined, and at the same time, the legal relationship and responsibilities of live streaming entities can be clarified, and a complete ex-ante and ex-post supervision mechanism can be established, so as to restore a pure land to the market.