“网红种草”广告标识披露监管的社会福利效应研究综述  

Review of the Research on the Welfare Effects of Mandatory Advertisement Label Disclosures in Influencer Marketing

作　　者：端利涛 李思瑞 张晴晴 DUAN Litao;LI Sirui;ZHANG Qingqing(Institute of Quantitative and Technological Economics,Chinese Academy of Social Sciences,Beijing 100732,China;The European Center for Advanced Research in Economics and Statistics,UniversitéLibre de Bruxelles,Brussels 1050,Belgium;China Unicom Research Institute,Beijing 100176,China)

机构地区：[1]中国社会科学院数量经济与技术经济研究所,北京100732 [2]布鲁塞尔自由大学欧洲经济学与统计学高级研究中心,布鲁塞尔1050 [3]中国联通研究院,北京100176

出　　处：《东北财经大学学报》2025年第1期41-53,共13页Journal of Dongbei University of Finance and Economics

基　　金：中国社会科学院重大项目“数字文明与中华民族现代文明关系研究”(2023YZD057);中国社会科学院青年启动项目“中外平台经济监管对比分析”(2024QQJH123);中国社会科院学科建设“登峰战略”新兴学科和交叉学科“数字经济”(DF2023XXJC04)。

摘　　要：在我国“网红”经济发展的过程中,“网红”通过发布“种草”内容来推广商品已经成为了一种颇具规模的新型经济模式。关于“网红种草”的监管问题,特别是,是否应当强制披露受赞助“种草”内容的广告标识,已经是近期政策讨论中的焦点问题之一。在这一背景下,本文从社会福利的角度出发,回顾学界关于“网红种草”广告标识披露监管的研究进展,并总结现有监管实践的经验和教训,对于优化我国“网红种草”新业态的监管机制、促进“网红”经济的包容式发展具有重要意义。本文从理论演绎和监管政策两个视角出发,综述有关“网红种草”广告标识披露监管对社会福利影响的文献。已有文献表明,尽管强制“网红”标识广告等受赞助“种草”内容在某些情况下不会提升消费者剩余和整个市场的社会福利水平,甚至有可能起到反效果,但这并不意味着此类措施毫无价值,本文建议国内学者应聚焦“网红种草”广告标识披露的监管研究,探索社会福利最大化、内容质量监管及构建可追溯机制的新路径,以适应新业态并提供科学的监管依据。In the absence of regulation and with influencers autonomously endorsing products,the prevalence of false promotions and low-quality advertisements has undermined the utility of followers and legitimate advertisers,thereby reducing overall social welfare in the market.A key regulatory issue regarding influencer marketing,particularly whether sponsored content should be required to disclose advertisement labels,has become a significant focus in recent policy discussions.As a leading economy in digital economic development,China has been one of the primary markets for the application of influencer marketing.This paper adopts a problem-oriented approach,balancing theoretical foundations and regulatory policy perspectives,to review the literature on the welfare effects of advertisement label disclosures in influencer marketing.Current research on this topic exhibits the following characteristics.First,a shift in research perspective.International theoretical analyses of the welfare effects of advertisement label disclosures have gradually transitioned from the core perspective of individual market players to a more comprehensive general equilibrium perspective.Second,a lag in empirical evaluation.Despite the increasing implementation of mandatory advertisement label disclosure regulations for influencer endorsements,related empirical policy evaluation studies remain relatively underdeveloped.Finally,a consensus on negative social welfare effects.Both theoretical modeling conclusions and empirical evaluations of mandatory advertisement label disclosure policies for influencer marketing commonly emphasize potential adverse social welfare effects resulting from such regulatory measures.This paper represents the first systematic review of the research on advertisement label disclosures in influencer marketing in China,aiming to help domestic scholars quickly understand the progress in this field,identify new issues worthy of exploration,and better serve market regulation in China’s influencer economy.It argues that dom

关 键 词：“网红种草” 信息不对称 社会福利 社交媒体监管 消费者保护 

分 类 号：F49[经济管理—产业经济] F016[文化科学—传播学] G206