虚假“人设”网络营销行为的法律规制  

False“Persona”Network Marketing Behavior and Its Legal Regulation

作　　者：邱威棋 QIU Weiqi(Southwest University of Political Science&Law,Chongqing 401120,China)

机构地区：[1]西南政法大学,重庆401120

出　　处：《西南政法大学学报》2025年第2期143-158,共16页Journal of Southwest University of Political Science and Law

基　　金：国家社科基金重大项目“数字经济时代竞争政策定位与反垄断问题研究”(23&ZD076);西南政法大学地方立法协同创新中心教师专项课题“促进公共数据利用制度研究”(DFLF202305);重庆市社会科学规划项目“数字新质生产力的竞争法保障研究”(2024BS130)。

摘　　要：虚假“人设”网络营销行为指网络博主通过虚构“人设”身份,利用编造“故事”等不当内容营销方式,以直播、视频、博文等网络传播方式为载体,以显性或隐性方式引导消费者购买相关商品(服务)的不诚信营销行为。该行为具有显性与隐性两大类型,产生了损害同业竞争者与消费者权益、扰乱网络营销市场秩序等危害。现有的以行政监管、刑事制裁和民事赔偿为主要内容的法律规制,在规制范围上存在局限,且未能形成协同共治格局。未来应增加以“公权力机关市场监管—平台双维监管—网络博主自我监管”为主要内容的多元主体协同规制路径,以此有效规制虚假“人设”网络营销行为,促进短视频营销、网络直播带货、“种草”营销等数字经济新营销模式向善发展。False“persona”network marketing refers to dishonest marketing practices by online influencers who fabricate false“personas”and employ improper content marketing strategies,such as fabricating“stories”,to explicitly or implicitly guide consumers to purchase goods or services.These behaviors are carried out through mediums such as live streaming,videos,and blog posts.False persona marketing can be classified into two primary categories:explicit and implicit.This practice harms both competitors and consumers by infringing on their rights and disrupting the order of the network marketing market.Currently,legal regulations addressing false persona network marketing rely primarily on administrative oversight,criminal sanctions,and civil remedies.However,these frameworks are limited in scope and fail to establish a coordinated governance model.In the future,a multi-stakeholder collaborative regulatory framework should be strengthened,focusing on“public authority market regulation-dual regulation by platforms-self-regulation by online influencers.”This approach aims to effectively curb false“persona”marketing practices and foster the ethical development of emerging digital marketing models,such as short video marketing,live-streaming e-commerce,and“seeding”marketing within the digital economy.

关 键 词：虚假“人设” 虚假宣传 虚假广告 不诚信营销行为 协同规制 

分 类 号：DF414[政治法律—经济法学]