平台信任机制构建中的调控型治理转向——以直播带货与《广告法》适用冲突为视角  

The Regulatory-oriented Governance Turn in the Construction of the Platform Trust Mechanism——From the Perspective of the Conflict between Live Streaming Sales and the Application of the Advertising Law

作　　者：刘晓春[1] LIU Xiao-chun

机构地区：[1]中国社会科学院大学法学院

出　　处：《行政法学研究》2025年第2期65-79,共15页Administrative Law Review

摘　　要：平台经济中生产和交易方式的更迭,导致信任机制也产生了结构性的变化。面对以直播带货为代表的网络动态营销业态,以《广告法》为代表的控制型监管模式出现适用困境。该模式秉持风险厌恶的理念,通过前端审核并减少信息数量的方式来控制风险。平台实践中发展出来的“调控型”治理模式,基于实时检测技术、数据处理和算法分析,运用信用工具、信息工具以及平台增信工具等,激励行为主体生产更多数量的可信信息,建立新型信任机制并控制风险,可以成为平台治理模式转型的方向。The changes in production and trading methods within the platform economy have led to structural changes in trust mechanisms.In the face of the online dynamic marketing format represented by live streaming sales,the control-oriented regulatory model represented by the Advertising Law has encountered application difficulties.This model adheres to the risk-averse concept and controls risks by means of front-end auditing and reducing the quantity of information.The“regulatory-oriented”governance model developed in platform practice,based on real-time detection technology,data processing,and algorithm analysis,utilizes credit tools,information tools,and platform credit-enhancing tools,etc.,to encourage actors to produce a greater quantity of reliable information,establish a new trust mechanism and control risks.It can thus become the direction of the transformation of the platform governance model.

关 键 词：平台治理 信任机制 直播带货 广告法 

分 类 号：D922.294[政治法律—经济法学]