Research On Legal Regulation Of False Publicity In Network Live Broadcast Marketing

With the advent of the digital era,marketing methods began to shift from offline marketing to online marketing,and the upsurge of live marketing came.Live online marketing activities as a gradual development of new economic forms,live take goods more and more get the favour of people,especially after the outbreak of live with cargo growth model which progresses by leaps and bounds,each big electric business platform began to join the live with the tide of cargo,live with goods as a kind of new forms of operation in the development of industry,to promote economic growth,boost domestic demand has played a great role.However,because the network has the characteristics of openness and technology,it brings benefits and also produces a lot of illegal behaviors.Among them,false publicity is gradually spreading in online live broadcasting,which damages the interests of consumers and damages the normal market operation order.In addition to relevant laws and regulations,government departments have also cracked down on and supervised false publicity by formulating rules and normative documents and carrying out relevant activities.At present,as a new form of business,live delivery is still in continuous development.Due to novel sales model,complex participants,unclear legal responsibilities and imperfect supervision basis,there are still many problems in supervision.The law of our country stipulates that there are obvious deficiencies in the legal provisions of regulating false publicity,and it is impossible to conduct comprehensive supervision on false publicity.Therefore this paper systematically studies the false propaganda behavior in network live broadcast marketing,finds the existing problems in legal regulation and puts forward relevant countermeasures.This paper is divided into three parts with the title of "Legal Regulation of false publicit in Online Live Broadcast Marketing".The first part is the general problem of false publicity b ehavior in network broadcast marketing,which is divided into four levels.The first level is th e concept of false publicity behavior.The second level is the manifestation of false publicity,mainly including false publicity of traffic data and false publicity through false transactions.T he third level is the particularity of false publicity,which is introduced from four parts: subjec tive,objective,objective aspects,and the particularity of the relationship between rights and o bligations.Compared with the general false publicity,it has obvious particularity.The fourth l evel is the necessity of regulation of false publicity in network live broadcast marketing.False propaganda behavior in the second part is a live online marketing present situation and existi ng problems of legal regulation,citing the laws and administrative regulations and judicial int erpretations to discover the problems existing in the legal regulation in our country,the proble ms existing in the current our country false advertising law regulation mainly is not clear the main responsibility,legal liability is not perfect,supervision mechanism existence question an d so on.The third part is the path to improve the legal regulation of false publicity in online li ve broadcast marketing,which is mainly divided into three levels and improved by clarifying the subject of responsibility,legal responsibility and improving supervision.