在互联网高度普及和直播电商业务蓬勃发展背景下,直播营销中的虚假宣传问题也日益凸显严重,当前直播营销中的虚假宣传出现了法律法规协调难、主体定位和责任不明确、监管机制难以有效协调等问题,急需通过明确虚假广告和虚假宣传界限、完善直播营销相关立法、界定主播和直播平台法律地位及责任、以及构建协同监管机制等解决方案,从而促进直播营销行业的健康发展。Against the backdrop of the widespread adoption of the internet and the thriving e-commerce live streaming industry, the issue of false advertising in live streaming marketing has become increasingly prominent. Currently, false advertising in live streaming marketing faces challenges such as difficulties in coordinating laws and regulations, unclear subject positioning and responsibilities, and ineffective regulatory mechanisms. There is an urgent need for solutions such as clarifying the boundaries between false advertising and false promotion, improving relevant legislation for live streaming marketing, defining the legal status and responsibilities of live streamers and live streaming platforms, and establishing a collaborative regulatory mechanism. These measures aim to promote the healthy development of the live streaming marketing industry.
KOL种草广告是近年来互联网平台出现的一种广告新形式。相较于传统的商业广告,KOL种草广告因具有较强的人身属性、拥有圈层化的受众以及去中心化的传播方式等特点,更容易获得消费者的信任。但KOL种草广告在发展过程中出现的虚假宣传行为却扰乱了正常的市场秩序,也侵害了普通消费者的合法权益。实践中执法部门对KOL种草广告中虚假宣传与虚假广告的认定存在口径不一的情况。KOL在种草广告中的主体定位不同,相应的法律规则也有所不同。未来立法部门、执法部门、互联网平台和KOL及相关行业都应当明确各自定位并切实履行相应的责任,进一步规范KOL种草广告,使其依法有序发展。KOL recommend advertising is a new form of advertising appearing on the Internet platform in recent years. Compared with traditional commercial advertisements, KOL recommend advertisements are easier to gain the trust of consumers because of their strong personal attributes, hierarchical audiences and decentralized communication characteristics. However, the false propaganda behavior in the development process of KOL recommend advertising has disturbed the normal market order, and also infringed on the legitimate rights and interests of ordinary consumers. In practice, law enforcement departments have different opinions on false propaganda and false advertisement in the KOL recommend advertisement. The main position of KOL in recommend advertisement is different, and the corresponding legal rules are also different. In the future, the legislative, executive, internet platform, KOL and related industries should clarify their respective roles and fulfill their respective responsibilities in an orderly manner, further standardizing the influencer endorsement advertising to ensure its legal and orderly development.
随着当下直播卖货行为的兴起,虚假宣传问题也随之而来,并且在这个过程中也显得格外突出,在很大程度上侵害了消费者的合法权益。尽管在面对这个问题时我国已经有了相应的法律法规进行规制,但是在整个直播行业迅速发展的今天,法律自身对于一些问题的规制上仍然存在缺位,例如消费者的知情权难以得到保障、公平交易权受到破坏以及在受到虚假宣传引诱购买商品或服务后的求偿权难以实现等问题,从根本上来说是因为主播个人法律地位不明晰、直播平台自身的监管不到位以及对该类纠纷的解决机制不完善。在此基础上我们若想解决这些问题就应当明确主播个人、主播与平台之间的法律关系,强化直播平台自身的监管职责,建立健全该类纠纷的解决机制,以此来维护广大消费者在直播平台进行消费时的合法权益,同时推动网络直播行业健康有序的发展。With the rise of live streaming sales, the problem of false publicity has also arisen, and it has also become particularly prominent in this process, which has infringed on the legitimate rights and interests of consumers to a large extent. Although China already has corresponding laws and regulations to regulate this problem, today, with the rapid development of the entire live broadcast industry, there is still a lack of regulation of some issues in the law itself, such as the difficulty in protecting consumers’ right to know, the destruction of the right to fair trade, and the difficulty in realizing the right to claim compensation after being lured to purchase goods or services by false propaganda. The supervision of the livestreaming platforms themselves is not in place, and the resolution mechanism for such disputes is not perfect. On this basis, if we want to solve these problems, we should clarify the legal relationship between individual anchors and between anchors and platforms, strengthen the regulatory responsibilitie
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 divis
随着自媒体时代到来,直播带货成为了家喻户晓的新兴业态。但在直播带货蓬勃发展的同时也出现诸多法律风险,其中,直播虚假宣传行为尤甚。其不仅严重损害了消费者的合法权益,也破坏了网络环境的健康生态。本文以“三只羊月饼事件”为例,分析电商直播带货中虚假宣传行为的法律责任,探讨现有法律对电商直播虚假宣传行为规制的不足并针对性地提出了完善建议,以期保护消费者的合法权益,促进电商直播行业的健康发展。With the advent of the era of self-media, live-streaming sales have become a well-known emerging business model. However, while live-streaming sales are booming, numerous legal risks have emerged, among which false advertising in live-streaming sales is particularly prominent. It not only seriously infringes upon the legitimate rights and interests of consumers but also undermines the healthy ecosystem of the online environment. This article takes the “Three Sheep Meicheng Mooncake” as an example to analyze the legal responsibilities of false advertising in e-commerce live-streaming sales, discusses the deficiencies of existing laws in regulating false advertising in e-commerce live-streaming, and puts forward targeted improvement suggestions, with the aim of protecting the legitimate rights and interests of consumers and promoting the healthy development of the e-commerce live-streaming industry.
本文探讨了直播带货中虚假宣传的法律规制问题。随着互联网技术的高速发展,直播带货作为新兴营销模式迅速崛起,但其虚假宣传问题频发,严重损害了消费者权益和市场公平竞争。虚假宣传主要包括对产品效用、价格及数据流量的虚假宣传,这些行为误导消费者,使其作出错误购买决策。现有法律规制面临诸多困境,如法律条款模糊、法律法规衔接不畅、责任主体不明、监管机制不健全及消费者权益保护不足等。为解决这些问题,本文提出了多项策略建议:明确法律法规的适用范围,合理划分各方责任,强化监管机制,保障消费者权益,并加强行业自律引导。通过细化法律法规、强化监管和保障维权等措施,有望减少虚假宣传行为,保障消费者权益,维护健康有序的市场环境,推动直播带货行业持续健康发展。This paper explores the legal regulation of false advertising in live streaming commerce. With the rapid development of internet technology, live streaming commerce has emerged as a new marketing model, but the frequent occurrence of false advertising in this field has seriously damaged consumer rights and undermined fair market competition. False advertising mainly includes misrepresentation of product effectiveness, price, and data traffic, misleading consumers and leading them to make wrong purchasing decisions. Existing legal regulations face multiple challenges, such as vague legal provisions, inconsistent laws and regulations, unclear responsibility attribution, inadequate regulatory mechanisms, and insufficient protection of consumer rights. To address these issues, the paper proposes several strategic suggestions: clarifying the scope of application of laws and regulations, reasonably dividing the responsibilities of all parties, strengthening regulatory mechanisms, ensuring consumer rights protection, and enhancing industry self-regulation. By refining laws and regulations, strengthening supervisi
随着社会经济与技术的发展,互联网经济在交易中占据着相当重要的地位。因疫情影响,直播带货的交易形式已经成为了当下互联网经济非常热门的销售模式。然而这种销售模式也存在诸多问题,其中最突出的便是由虚假宣传所导致的民事权益侵害问题。对于虚假广告,主播是否应当承担法律责任?本文将对电商主播虚假宣传民事责任的认定难点进行分析,并在此基础上从明确主播承担责任的边界、明晰主播身份性质、畅通消费者维权渠道三方面提出完善建议,以便更加清楚地认识电商主播虚假宣传民事责任的认定路径,促进网络直播带货行业平稳发展。With the development of social economy and technology, the Internet economy occupies a very important position in the transaction. Due to the impact of the epidemic, the transaction form of live streaming has become a very popular sales model in the current Internet economy. However, there are also many problems in this sales model, among which the most prominent problem is the infringement of civil rights and interests caused by false publicity. For the false advertising, should the anchor bear the legal responsibility? This paper will analyze the difficulties of electricity anchor false propaganda civil liability, and on this basis from clear electricity anchor responsibility of boundary, clear electricity anchor identity nature, open consumer rights channels three aspects put forward perfect suggestions, in order to more clearly understand electricity anchor false propaganda of civil liability path, promote the smooth development of live streaming with goods industry.
