Legal Regulation of False Advertising by E-Commerce Platforms through Live Streaming Marketing

在电商平台直播带货的快速发展背景下，虚假宣传问题日益凸显，严重影响消费者权益，破坏市场秩序。本文从法律规制的角度，深入探讨电商直播带货虚假宣传的现状、成因及其对消费者和行业的负面影响。通过梳理现行法律法规，如《消费者权益保护法》《广告法》等，分析现有法律规制的不足之处，揭示电商平台责任界定模糊、监管机制不完善等问题。本文提出完善法律法规体系、强化监管与执法力度、提升消费者维权意识以及推动电商平台自我监管的具体对策，旨在从立法、执法、消费者保护等多个维度构建完善的法律规制体系，以有效遏制虚假宣传，保障消费者合法权益，推动电商直播行业的健康可持续发展。通过系统性对策的提出，本文为电商平台直播带货虚假宣传的法律规制提供了实践参考。In the context of the rapid development of live streaming marketing on e-commerce platforms, the problem of false advertising has become increasingly prominent, seriously affecting the rights and interests of consumers and undermining market order. From the perspective of legal regulation, this article deeply discusses the current situation, causes and negative impact of false advertising on consumers and the industry. By combing through the existing laws and regulations, such as the Law on the Protection of Consumer Rights and Interests and the Advertising Law, this paper analyzes the deficiencies of the existing legal regulations, and reveals the problems such as the vague definition of the responsibilities of e-commerce platforms and the imperfect regulatory mechanism. This paper proposes specific countermeasures to improve the legal and regulatory system, strengthen supervision and law enforcement, enhance consumer awareness of rights protection, and promote self-regulation of e-commerce platforms, aiming to build a sound legal regulatory system from multiple dimensions, such as legislation, law enforcement, and consumer protection, so as to effectively curb false publicity, protect the legitimate rights and interests of consumers, and promote the healthy and sustainable development of the e-commerce live streaming industry. Through the proposal of systematic countermeasures, this paper provides a practical reference for the legal regulation of false advertising of live streaming marketing on e-commerce platforms.