直播带货中主播虚假宣传的刑事责任承担——以虚假广告罪为视角  

Criminal Liability of Livestream Anchors for False Advertising in Live Streaming E-commerce:Perspective of False Advertising Crime

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作  者:毛雨航 MAO Yuhang(School of Criminal Justice,China University of Political Science and Law,Beijing 100088,China)

机构地区:[1]中国政法大学刑事司法学院,北京100088

出  处:《宜宾学院学报》2025年第4期28-38,共11页Journal of Yibin University

摘  要:在直播带货行业层出不穷的虚假宣传行为中,主播作为直播营销人员往往起着举足轻重的作用,但判决数据显示目前不同部门法之间以及刑法内部对主播虚假宣传行为的责任追究均存在失衡现象。在“行为-责任”的认定框架中,主播能够成为虚假广告罪实质性的适格主体,但事实上其刑事责任承担却明显缺位,由此反映出虚假广告罪在实务中的适用困境。为激活虚假广告罪的适用,立法部门应及时对虚假广告罪的构成要件进行修正,实务部门也应进一步把握虚假广告罪与相关犯罪异同并增进各部门法之间的有序衔接,系统促进对主播虚假宣传行为的治理。In the numerous cases of false advertising in the live streaming e-commerce industry,anchors often play a crucial role as live streaming marketers,but the judgment data shows that there are still multiple imbalances in the liability of anchors for false advertising in live streaming sales,both between different departments of law and within criminal law.In the framework of“behavior-responsibility,”livestream anchors can potentially become the substantive component subjects of the crime of false advertising,it can be found that the lack of criminal liability of anchors deeply reflects the application dilemma of false advertising crime in practice.In order to activate the application of false advertising crime,legislative authorities should promptly amend the constituent elements of the crime of false advertising,practice departments should further understand the similarities and differences between the crime of false advertising and other related crimes,and strengthen the orderly connection of various departmental laws,systematically promoting the governance of false advertising by livestream anchors.

关 键 词:主播 虚假宣传 虚假广告罪 刑事责任 

分 类 号:D924.33[政治法律—刑法学]

 

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