Research On The Legal Regulation Of False Advertising In Live Streamin

Live streaming with goods is a widely known marketing mode,many businesses have entered the board hoping to profit from the tuyere of live streaming with goods,practice has proved that live streaming with goods does not have the advantages of traditional marketing means.With a wider audience and more interactive consumption experience,it is well recognized by the vast number of netizens.At the same time,the barbaric growth of live streaming has also brought many practical problems,among which false publicity is a more severe one,which not only infringes on the rights and interests of consumers,but also affects the market competition order.Frequent occurrence of false publicity reflects the deficiency of our current system’s legal regulation of live streaming cargo.The overlap of laws and regulations concerning false publicity of live streaming goods leads to difficulties in the application of laws.At the same time,the current regulatory system also has shortcomings,such as the overlapping functions of law enforcement departments and the inadequate supervision of live streaming platforms,which result in the flukes of many merchants and anchors,who take risks for temporary economic benefits.These false publicity behaviors directly damage the rights and interests of consumers,but consumers are faced with no guarantee after sale,difficulty in safeguarding rights,high cost of safeguarding rights.Therefore,it is necessary to clarify the identity and responsibility of each subject of live delivery,and interpret and apply relevant laws and regulations based on the actual situation;Optimize the supervision system of live streaming with goods and strengthen the supervision responsibility of the platform;Improve the legal remedies for consumers,safeguard the rights and interests of consumers,and purify the live streaming environment.