Governance of False Advertising in E-Commerce Live Streaming: Legal and Market Perspectives

电商直播的快速发展伴随的虚假宣传问题日益凸显，严重损害消费者权益、破坏行业信誉并扰乱市场秩序。本文基于法律与市场双重视角，系统分析了电商直播虚假宣传的主要表现形式，并探讨其成因在于市场主体逐利本能的异化与法律监管的系统性失灵。针对虚假宣传对消费者、行业及市场竞争的多重危害，研究提出“主播自律–商家诚信–平台监管–法律完善”的协同治理框架，强调通过限制主播与商家逐利行为、完善平台监管及法律追责机制等措施，构建多主体参与的治理模式，为规范电商直播市场、保障消费者权益及促进行业可持续发展提供了理论与实践依据。The rapid development of e-commerce live streaming has been accompanied by increasingly prominent issues of false advertising, which severely harm consumer rights, undermine industry credibility, and disrupt market order. From the dual perspectives of law and market regulation, this paper systematically analyzes the main manifestations of false advertising in e-commerce live streaming and explores its root causes, including the distortion of profit-seeking behavior by market entities and systemic failures in legal oversight. In response to the multifaceted harms inflicted on consumers, the industry, and market competition, the study proposes a collaborative governance framework of “anchor self-discipline, merchant integrity, platform supervision, and legal refinement.” It emphasizes measures such as curbing excessive profit-seeking by anchors and merchants, improving platform oversight, and refining legal accountability mechanisms to establish a multi-stakeholder governance model. This research provides theoretical and practical foundations for standardizing the e-commerce live streaming market, safeguarding consumer rights, and promoting sustainable industry development.