Research On The Legal Regulation Of False Advertising Of Live Streaming With Goods

The problem of the proliferation of false advertising has been plaguing our legislators and is a cliché to this day.With the development of network technology,the live streaming goods has become a new type of shopping.However,due to the instantaneous nature of the network and the fast updating of technical means,false advertisements of live streaming Goods have stronger concealment and wider spread,making the field of live streaming fall into the hardest hit area of false advertisements.Although the national legislature and administrative authorities continue to regulate false advertisements on live streaming by strengthening legislation and investing enforcement resources,the relevant data show that the effect of regulation is always poor.On the basis of following China’s original advertising governance system,the path of making slight adjustments to false advertising in the live streaming goods will cost more law enforcement resources,and will also face problems such as network technology barriers,insufficient access to information,and opportunistic tendencies of regulation.Therefore,in the face of this new advertising model of live streaming,more attention should be paid to public-private collaboration,both to the administrative regulatory system and to the regulatory role of network platforms or industry autonomous associations;Both public law and private law must be brought into play.This paper starts from live-streaming with false advertising itself,and reveals the different characteristics of false advertising presented in different development stages,especially in the context of entering the era of live-streaming with false advertising,False advertising shows different characteristics.By introducing recent typical cases of live-streaming with false advertisements,analyzing the legal problems behind them,exploring the necessity that live-streaming with false advertisements need to be regulated,and introducing China’s generic governance framework for false advertisements under the live-streaming model.To learn about the effectiveness of the current advertising governance framework in China in regulating false advertisements in live streaming goods,this paper collects statistical reports from consumer associations in the past three years.This report shows that the legal regulation of advertising in China is ineffective against the problem of false advertising,especially false advertising in the field of live streaming goods.Therefore,in order to find a countermeasure,under the premise of summarizing the existing dilemmas,the complexity of the identity of the anchor and propose a corresponding lowering of protection standards for blind consumers in order to manage the situation that blind consumption counterpoints the proliferation of false advertisements.The most important point is that,on the basis of optimizing its own administrative regulation system,it should strengthen cooperation with private entities such as network platforms and industry autonomous organizations,with a view to achieving maximum benefits at the lowest cost.