电商经济背景下的网络直播营销虚假宣传的法律规制研究
Research on the Legal Regulation of the False Propaganda of Network Live Broadcast Marketing under the Background of E-Commerce Economy

网络直播营销，作为平台经济中新兴产业的典型代表，已然成为促进消费回暖与经济增长的重要驱动力。相较于传统的营销模式，其在虚假宣传方面的问题表现得更为突出。网络直播营销具有高度的隐蔽性、即时的互动性，以及鲜明的个性化特征，受众覆盖面广泛，交易流程简便，在为消费者提供便利的同时，也存在潜在的风险与危害。在实际操作中，直播营销者能够巧妙地利用信息不对称、营造消费诱导氛围等手段，使得消费者更易落入虚假宣传的圈套。此外，由于现有规范体系尚不完善，义务责任规定模糊，导致网络直播营销中虚假宣传需要更加严格的监管。因此，明确划分各义务主体的法律责任，明确法律的具体适用范围，通过大数据等技术的运用，可以提高对虚假宣传的监控力度，从而有效规范虚假宣传行为。
As a typical representative of the emerging industries in the platform economy, network broadcast marketing has become an important driving force to promote the recovery of consumption and economic growth. Compared with the traditional marketing model, its problems in the false propaganda are more prominent. Online live marketing has a high degree of concealment, immediate interactivity and distinct personalized characteristics. It covers a wide audience and the transaction process is simple. It not only provides convenience for consumers, but also aggravates the potential risks and injuries. In practice, live broadcast marketers can skillfully make use of mechanisms such as information asymmetry, creating a consumption-inducing atmosphere and improving the difficulty of obtaining evidence collection, making it easier for consumers to fall into the trap of false propaganda. In addition, due to the imperfect existing standard system and the vague provisions of obligations and responsibilities, the false propaganda in the network broadcast marketing needs more strict supervision. Therefore, the clear division of the legal responsibility of each subject, the specific application scope and application boundary of the law, and the application of big data and other technologies, the monitoring of false propaganda can be improved, so as to effectively regulate the behavior of false propaganda.