电子商务平台虚假宣传的法律规制
Legal Regulation of False Advertising on E-Commerce Platforms

随着电子商务平台成为现代购物的重要渠道，其所带来的便利和利益是显而易见的。然而，电子商务的迅猛发展同样伴随着诸多挑战，其中尤为突出的是商品虚假宣传问题。电子商务平台进行虚假宣传的形式主要有三种：虚构产品信息、隐瞒重要信息和虚假交易行为。针对电子商务平台中存在的法律规定不完善，相关平台的管理不完善以及监督机制缺失等问题，提出完善相关法律法规、提高电子商务平台的准入门槛、完善对电子商务平台的监管，以实现对电子商务平台虚假宣传行为的有效规范，从而更好地维持市场秩序、保护消费者的合法权益，营造更加公平合理的消费环境。
As e-commerce platforms have become an important channel for modern shopping, the convenience and benefits they bring are obvious. However, the rapid development of e-commerce is also accompanied by a number of challenges, particularly the problem of false advertising of goods. There are three main forms of false propaganda on e-commerce platforms: misrepresentation of product information, concealment of important information, and false trading behaviour. In view of the imperfect legal provisions, imperfect management of the relevant platforms and the lack of supervision mechanism in e-commerce platforms, it is proposed to improve the relevant laws and regulations, raise the access threshold of e-commerce platforms and improve the supervision of e-commerce platforms, so as to effectively regulate the behaviour of false propaganda on e-commerce platforms, promote fair and legitimate competition in the market, and safeguard the legitimate rights and interests of consumers and honest operators.