直播带货虚假宣传的法律规制困境与完善路径
The Dilemma of Legal Regulation and the Path to Improve the False Propaganda of Live Streaming

直播带货作为一种新型网络购物方式，凭借其独特的实时互动性和直观展示性迅速发展。但直播带货在带来经济效益的同时，其背后的虚假宣传问题也日益突出。传统的法律法规在面对新兴商业模式时稍显滞后，难以有效应对直播带货中的虚假宣传行为，存在直播带货的法律属性不明、带货主播的法律地位不清、直播带货的监管机制不健全和消费者举证难度大等困境。因此，在未来的立法修正中，需要进一步明确直播带货的法律属性、明确主播的身份及法律责任、健全网络直播的监管体系、减轻消费者的举证责任，为直播带货行业的健康发展提供有力保障。
As a new type of online shopping, live streaming has developed rapidly with its unique real-time interactivity and intuitive display. However, while live streaming brings economic benefits, the problem of false publicity behind it is also becoming increasingly prominent. Traditional laws and regulations lag behind in the face of emerging business models, and it is difficult to effectively deal with false propaganda in live streaming, and there are difficulties such as unclear legal attributes of live streaming, unclear legal status of live streamers, imperfect regulatory mechanisms for live streaming, and difficulty for consumers to provide evidence. Therefore, in future legislative amendments, it is necessary to further clarify the legal attributes of live streaming, clarify the identity and legal responsibilities of anchors, improve the regulatory system for online live streaming, and reduce the burden of proof on consumers, so as to provide a strong guarantee for the healthy development of the live streaming industry.