Research On The Legal Regulation Of False Publicity In E-commerce Live Broadcasting

With the rapid development of the Internet economy,consumers are not limited by time and space through e-commerce live broadcasts,they can realize real-time interaction with e-commerce anchors,and understand relevant information about products or services.This model of e-commerce live broadcast sales It also brings great convenience to consumers’ shopping experience.Of course,it also breeds the unfair competition of e-commerce live broadcast false propaganda.For example,e-commerce companies use the information asymmetry of the Internet to attract more live broadcast traffic and seize market share through exaggerated,misleading and deceptive publicity methods,and use the data of the products or services they market to swipe orders and speculate.Misleading the judgment of consumers,infringing on the interests of consumers,disrupting the market economy,and damaging the fair competition rights of other competitors in the same industry.Therefore,it is a top priority to improve the legal regulation of e-commerce live broadcast false propaganda,so as to achieve a win-win situation for the legitimate profits of businesses and the protection of consumers’ rights and interests,and to create a good market competition environment.However,at present,my country’s legal regulations for e-commerce live broadcast false propaganda are scattered in many other laws,which cannot comprehensively and targetedly respond to the needs of judicial practice,and the legislation needs to be improved.This paper consists of six parts.The first chapter is the introduction part,which introduces the background and significance of the main topic,research ideas,methods and innovations.The second chapter analyzes the overview of false publicity of e-commerce live broadcasting,defines its definition,characteristics,and types,and at the same time describes the theoretical basis and support of its existence,and summarizes the unique types of false publicity of e-commerce live broadcasting,so as to more intuitively understand the false propaganda of e-commerce live broadcasting.The third chapter is the research on the current situation and problems of China’s e-commerce live broadcast false publicity legal regulation,supplemented by relevant cases to better interpret the legal norms and explore the current situation and shortcomings of legal regulation.The fourth chapter is to learn from the legal experience of foreign e-commerce false publicity,understand the definition and regulation of false publicity in South Korea,the United States and Germany,and the legal experience of consumer protection.The fifth chapter is to put forward legislative suggestions,including the legislative regulation of e-commerce live broadcast content,the legislative regulation of e-commerce live broadcast participants,and the improvement of subject responsibility.The sixth chapter summarizes the research results of the paper,and puts forward the prospect of legislative suggestions in the same research direction in the future.