电商直播带货虚假宣传行为的法律规制研究
Study on the Legal Regulation of E-Commerce Live Streaming with False Propaganda Behaviour

随着互联网平台的迅猛发展，电商直播带货以其便捷性迅速在市场经济中占据了一席之地，对经济增长做出了显著的贡献。然而，实践中电商直播带货领域出现了频繁的虚假宣传问题，主要分为欺骗性虚假宣传和误导性虚假宣传两种类型。究其原因是由于直播带货行业的立法层次较低、行业进入壁垒不高、各方主体的定位和职责不明确，以及监督和治理手段的执行难度大。最后，本文有针对性地提出相关法律规制建议，即具体化相关法律法规、强化行业资质审核机制、明确界定主体的身份和责任以及利用大数据等技术强化监督管理，旨在解决电商直播带货中的虚假宣传问题，为消费者创造一个更加公平、透明的市场环境，并推动平台经济的良性发展。
With the rapid development of the Internet platform, e-commerce live banding has rapidly taken its place in the market economy with its convenience, and has made significant contributions to economic growth. However, in practice, frequent false propaganda problems have emerged in the field of e-commerce live banding, which are mainly categorized into two types: deceptive false propaganda and misleading false propaganda. The reason for this is due to the low level of legislation in the live streaming bandwagon industry, the low threshold of industry access, the unclear definition of the positioning and responsibility of the subject, as well as the weak enforceability of regulatory and governance measures. Finally, this paper puts forward relevant legal regulation suggestions in a targeted manner, namely, specifying relevant laws and regulations, strengthening the industry’s qualification audit mechanism, clearly defining the identity and responsibilities of subjects, and strengthening supervision and management by using big data and other technologies, aiming to solve the problem of false propaganda in live e-commerce banding, create a fairer and more transparent market environment for consumers, and promote the benign development of the platform economy.