The Determination Of Civil Liability For False Advertisements In Live Streaming

As a new way of Internet publicity,live streaming is facing the problem of the proliferation of false advertisements.Compared with normal false advertising,live streaming has the characteristics of strong content concealment,wide spread and great harm,which makes it difficult to achieve effective results in the current legal regulation of this type of false advertising.With the increasingly diversified development of online live streaming scenarios,coupled with the uneven quality of live streaming anchors,the lack of online platform governance responsibilities,and the lack of supervision of live broadcast marketers and service agencies,online live streaming has been promoted to a certain extent.The spread of false advertising.The first chapter of the article is the introduction,and the second chapter makes a preliminary analysis of the characteristics and existing problems of online live streaming advertising.This paper mainly discusses the three aspects of live streaming false advertisements in terms of false content,dissemination scope and social harm.Then examine the predicament of online live streaming false advertising.For live streaming anchors,due to the diversification of live streaming scenarios,it is controversial whether live streaming belongs to advertising behaviors.As a result,the identity of the anchor’s advertising spokesperson in false advertisements has not been identified,which needs to be clarified urgently;For the live streaming platform,because live streaming belongs to the business form of "advertising industry chain superimposed on the e-commerce industry chain",the platform’s responsibility for the governance of false advertisements is ambiguous and needs to be reorganized;for live broadcast marketer service organizations,with the organization The number has increased,but the agency’s false advertising supervision mechanism has not been perfected and needs to be reconstructed according to the actual situation.The third,fourth and fifth chapters of the article are divided into three major sections.Under the framework of false advertising governance,the identification of the identity of the live streaming anchor,the responsibility identification of the live streaming platform and the responsibility identification of the live streaming personnel service organization are respectively carried out.Do an in-depth analysis.