直播带货虚假宣传中主播的法律责任
Legal Liability of Anchors in False Propaganda of Live Streaming Sales

直播带货是指通过互联网平台向用户进行商品展示、导购的一种新型购物方式，随着互联网经济蓬勃发展，直播带货已经成了新型售卖方式之一，对人们的消费习惯产生了较大影响。然而在直播带货发展过程中，也出现了虚假宣传等现象，严重影响了直播带货行业的健康发展。作为直播带货的关键与核心，我国现有法律并未对主播的法律身份及其连带责任进行明确的认定和划分。由于直播带货主播法律身份定位模糊，难以有效对其虚假宣传行为进行规制，因此，厘清直播过程中主播虚假宣传的法律责任迫切且必要。
Live streaming sales is a new way of shopping through the Internet platform to display goods and guide customers. With the vigorous development of the Internet economy, live streaming sales has become one of the new ways of selling, which has a great impact on people’s consumption habits. However, in the development process of live streaming sales, there have also been phenomena such as false propaganda, which seriously affects the healthy development of the live streaming sales industry. As the key and core of live streaming sales, the existing laws in China have not clearly recognized and divided the legal identity and joint liability of broadcasters. Due to the unclear legal identity of live streaming sales hosts, it is difficult to effectively regulate their false propaganda behavior. Therefore, it is urgent and necessary to clarify the legal responsibility of hosts for false propaganda during the live streaming process.