直播带货虚假宣传法律规制研究
Research on the Legal Regulation of False Advertising in Live Streaming Sales

电商产业乘着互联网虚拟经济飞速发展的势头，其发展壮大迎来了新的机遇，网络直播带货越发火爆，各大平台直播带货也带来了巨大利润。直播带货有很强的宣传性质，但随之带来的问题层出不穷，其中对产品的虚假宣传现象日益凸显和严峻，一些直播内容存在夸大宣传和虚假信息，这不仅严重影响受众的价值判断和选择，严重侵犯了消费者的合法权益、破坏了市场竞争秩序。通过介绍虚假宣传类型、明确虚假宣传的危害，对直播带货中的虚假宣传行为进行法律规制，更好地防范和处理直播带货中的虚假宣传行为。
E-commerce has thrived on the rapid development of the Internet-based virtual economy, presenting new opportunities for its growth. Live-streaming for product promotion has become increasingly popular, bringing substantial profits to various platforms. While live-streaming has strong promotional characteristics, it has also given rise to numerous problems, among which false advertising is becoming increasingly prominent and serious. Some live-streaming content involves exaggerated claims and false information. This not only severely affects the value judgment and choices of the audience but also seriously infringes upon consumers’ legitimate rights and interests and disrupts market competition order. By introducing the types of false advertising and clarifying its dangers, this paper proposes legal regulations on false advertising in live-streaming sales, aiming to better prevent and deal with such false advertising behaviors in live-streaming e-commerce.