我国网络直播带货虚假宣传的法律规制——兼评《禁止网络不正当竞争行为规定(公开征求意见稿)》  

Legal Regulation of the False Promotion in Livestreaming Marketing in China——Comment on the Provisions on the Prohibition of Unfair Competition Online(Draft for Public Comments)

作　　者：丁国峰 蒋淼 DING Guo-feng;JIANG Miao(Law School,Anhui University,Hefei 230601,Anhui,China)

机构地区：[1]安徽大学法学院,安徽合肥230601

出　　处：《中国流通经济》2022年第8期29-39,共11页China Business and Market

基　　金：国家社会科学基金一般项目“数字经济时代大数据市场限制竞争行为法律规制研究”(20BFX149)。

摘　　要：网络直播带货是通过在线直播进行实时交易活动的一种新型网络购物方式,它使用支持社交互动的网络平台来辅助在线交易并增强在线购物体验。从2016年的初步性探索到如今的爆发式增长,网络直播带货已成为拉动我国经济增长的内生动力,但新兴商业形态的迅速发展难免产生不规范的情形。实践中网络直播带货虚假宣传乱象频发,主要表现为对产品功能和质量的虚假宣传、对产品销售状况和用户体验的虚假宣传以及对主播自身立场和体验的虚假宣传三类。目前主要依据《中华人民共和国广告法》和《中华人民共和国反不正当竞争法》对虚假宣传进行规制,但两部法律之间存在着一定程度的竞合,而且在虚假宣传的判断标准方面存在明显错位,对经营者、网络平台、带货主播等主体的法律地位未能形成共识,加上网络技术手段的不断更新,违法行为的隐蔽性强、传播范围广都给监管带来了难题,作为具体操作规范的《禁止网络不正当竞争行为规定(公开征求意见稿)》也未能给予明确指引。为此,需要明确法律间适用的合理边界和具体范围,重新确立竞争秩序的良性目标,避免对广告法的路径依赖,按照自营式和助营式的不同运营模式对直播带货中各主体进行定位,并明确不同主体的法律地位和义务,利用大数据等技术提升对直播带货中虚假宣传的监管水平,使其得到有效的法律规制和监管,并提升其整体规制效能。Livestreaming marketing is a new online shopping method for real-time transaction activities through online livestreaming,which uses the network platform that supports social interaction to assist online transactions and enhance the online shopping experience. From the initial exploration in 2016 to today’s explosive growth,livestreaming commerce has become an endogenous driving force for China’s economic growth. But with the rapid development of the emerging business form,there comes inevitably irregularities. In practice,false promotion frequently occurs,mainly manifested as the false promotions about product functions and quality,product sales status and user experience,and the anchor’s own position and experience. At present,the regulation of false promotion is mainly based on the Advertising Law of the People’s Republic of China and the AntiUnfair Competition Law of the People’s Republic of China. However,there is a certain degree of concurrence between the two laws. Obviously misplaced in the criteria for judging false promotion,there is no consensus between them on the legal status of the subjects including operators,livestreaming platforms,and anchors of the livestreaming. Besides,the continuous updating of network technology,the strong concealment and wide dissemination of illegal acts have also brought difficulties to supervision.The Regulations on the Prohibition of Unfair Competition Online(Draft for Public Comments),which is a specific operation specification,also fails to give clear guidance on this problem. To this end,it is necessary to clarify the reasonable boundary and specific scope of the application of the two laws,re-establish the benign goal of the competition order,avoid the path dependence on the advertising law,and position the subjects of livestreaming marketing according to their specific modes of selfoperation and assisted-operation. What’s more,we need to clarify the legal status and obligations of different subjects,and employ big data to improve the supervision level o

关 键 词：直播带货 虚假宣传 不正当竞争 法律规制 

分 类 号：F274[经济管理—企业管理]