Exploration into the Legal Regulation of False Advertising in Online Live Streaming Sales

近年来，网络直播带货发展如火如荼，但既有的法律规范并不完善，致使其“野蛮生长”并不可避免地带来了许多问题，其中最为突出的就是直播带货中层出不穷的虚假宣传问题。当前直播带货虚假宣传行为法律规制面临主体定位不明、相关法律规定过于碎片化以及消费者难以维权的困境，为了破解司法实践中的证据偏在性困局，切实保护好网络消费者的合法权益、维护良好的营商环境，我国应当尽快出台统一的专门法典、明晰直播带货虚假宣传行为的认定标准并采用举证责任倒置的证明责任分配规则，引导直播带货行业规范发展。In recent years, the development of online live streaming has been in full swing, but the existing legal norms are not perfect, resulting in its “savage growth” and inevitably bringing many problems, the most prominent of which is the endless false propaganda in live streaming. The legal regulation of false advertising in live streaming is faced with the dilemma of unclear subject positioning, too fragmented relevant legal provisions, and difficulty for consumers to protect their rights. In order to solve the dilemma of evidence bias in judicial practice and to better protect the lawful rights and interests of consumers and maintain a positive business environment, China should issue a unified special code as soon as possible, clarify the criteria for determining false advertising of livestreaming goods, and adopt rules for the allocation of the burden of proof that reverses the burden of proof, to guide the standardized development of the livestreaming industry.