Legal Liability Of False Publicity In Webcast Marketing

After the rise of webcast marketing,false propaganda has emerged one after another.Webcast marketing operates in the mode of "people-goods-market",and both self-supporting and other operating modes have the attribute of commercial advertising.The false propaganda in the network live broadcast marketing includes fictitious commodity information,fictitious price information and traffic fraud.The characteristics of the diversification of the main body of the webcast marketing and the complexity of the identity have caused a great impact on the traditional responsibility system.The identification should be guided by the actual function,and the legal liability for false publicity in the live webcast marketing should be reasonably allocated.The realization of legal liability needs to strengthen the deterrence of liability and ensure the timeliness of compensation.It is necessary to add types of administrative responsibility such as professional punishment,build a pluralistic first compensation system dominated by anchor and supplemented by platform,and further unblock the channels for the realization of legal responsibility.