我国直播带货中虚假宣传的法律规制
Legal Regulation of False Propaganda in China’s Live Streaming

新型电商模式有效地推动了电商行业的发展，具有巨大的市场潜力和发展前景。同时也存在一些挑战和争议。其中，虚假宣传行为问题尤为突出。主播在直播过程中会对商品和服务本身、自己身份与立场、流量数据和客户评价等事项进行虚假宣传。而在对直播带货中虚假宣传行为的法律规制中存在下列问题：对直播带货行为的法律定性不明、直播带货所涉各方主体责任分配不清、直播带货虚假宣传治理手段缺乏可操作性。为完善对直播带货虚假宣传的规制，应细化直播电商行为的法律属性、明确直播带货不同主体的身份和责任、并利用大数据等新技术加强对直播电商的柔性管理。
The new e-commerce model effectively promotes the development of the e-commerce industry and has great market potential and development prospects. At the same time, there are also some challenges and controversies. Among them, the problem of false propaganda behavior is particularly prominent. Hosts in the live broadcast process will be false propaganda on matters such as the goods and services themselves, their own identity and position, traffic data and customer evaluation. The following problems exist in the legal regulation of false propaganda behavior in live streaming: the legal characterization of live streaming is unclear, the allocation of responsibility of the parties involved in live streaming is unclear, and the means of governance of false propaganda in live streaming lacks operability. In order to improve the regulation of false propaganda in live streaming, the legal attributes of live streaming e-commerce behavior should be refined, the identities and responsibilities of different subjects in live streaming should be clarified, and new technologies, such as big data, should be used to strengthen the flexible management of live streaming e-commerce.