Research on Legal Issues of False Advertising in Live-Streaming E-Commerce

随着互联网技术的飞速发展，直播带货作为一种新兴的电子商务营销模式迅速崛起。然而，在直播带货蓬勃发展的过程中，虚假宣传问题日益凸显，给消费者权益保护和市场秩序带来了严峻挑战。本文旨在深入探讨直播带货中虚假宣传的法律问题，分析其表现形式、产生原因及法律规制的现状与不足，并提出相应的完善建议，以期为促进直播带货行业的健康有序发展提供有益的参考。With the rapid development of Internet technology, live-streaming e-commerce as an emerging ecommerce marketing model, has rapidly risen. However, during the vigorous development of live-streaming e-commerce, the problem of false promotion has increasingly emerged, posing severe challenges to consumer rights protection and market order. This article aims to deeply explore the legal issues of false promotion in live-streaming e-commerce, analyze its manifestations, causes, current status and deficiencies of legal regulation, and put forward corresponding improvement suggestions, with the expectation of providing useful references for promoting the healthy and orderly development of the live-streaming e-commerce industry.