网络直播营销中流量造假的法律性质与规制

Legal Nature and Regulation of Traffic Fraud in Network Broadcast Marketing

网络直播营销中的流量造假具有严重的危害性,有必要对其进行深入研究。首先,需要明确其法律性质:直播营销主体实施的流量造假一般构成虚假宣传,在消费者受欺骗损失更为严重的情况下可能构成对消费者的欺诈,使竞争对手商业信誉受损的流量造假属于商业诋毁。其次,需要将直播营销中流量造假的法律责任落实:明确其法律适用和法律责任的配置、加大对实施流量造假的直播营销主体的惩罚力度以及疏通消费者的维权路径。最后,需要完善直播营销中流量造假的监管路径:提高技术治理水平、解决管辖和主管机构问题以及加强行政机关、行业协会和直播营销平台的联动治理。

Traffic fraud in network broadcast marketing has serious harm, so it is necessary to conduct in-depth research on it. First of all, it is necessary to clarify its legal nature: the traffic fraud implemented by the main body of network broadcast marketing generally constitutes false publicity, which may constitute fraud to consumers when the losses of consumers are more serious, and the traffic fraud that damages the business reputation of competitors belongs to commercial slander. Secondly, we need to implement the legal responsibility of traffic fraud in network broadcast marketing: clarify its legal application and allocation of legal responsibility, increase the punishment of network broadcast marketing subjects who implement traffic fraud, and dredge the rights protection path of consumers. Finally, we need to improve the supervision path of traffic fraud in network broadcast marketing: improve the level of technical governance, solve the problems of jurisdiction and competent institutions, and strengthen the linkage governance of administrative organs, industry associations and network broadcast marketing platforms.