主播带货中虚假广告罪规制探究

On Regulation of the Crime of False Advertisement in Live Commerce

虚假宣传犯罪行为网络异化导致传统刑法理论和立法规范桎梏于有效性困境,造成虚假广告罪规制主播带货虚假宣传行为困难。面对如此困局,有必要从刑法理论角度对虚假广告罪规制主播带货虚假宣传行为可行性进行探讨,首先从理论和实践两层面分析困局产生的原因,明确主播带货虚假宣传行为入罪的障碍。结合这些障碍点,在厘清主播带货商业模式下,从刑法教义学和法解释学出发,对主播带货虚假宣传行为进行入罪的分析。从当前商业模式创新程度和主播带货行为类型分析,主播带货并未完全突破现有刑法规范,主播虚假宣传行为仍然可以通过虚假广告罪予以规制。主播虚假宣传刑事责任认定,对规范电商主体行为,在法治轨道上推进电子商务高质量发展起到重要作用。

Because of the alienation of the crime of false publicity in the network world,the traditional criminal law theory and legislative norms are trapped in a dilemma in terms of effectiveness,which makes it difficult for the crime of false advertisement to regulate the false publicity behavior in live commerce.In the face of such a dilemma,it is necessary to discuss the feasibility of regulating the false publicity behavior in live commerce with the crime of false advertisement from the perspective of criminal law theory.This study first analyzes the causes of the dilemma from both theoretical and practical perspectives,and makes clear the obstacles to the conviction of the false publicity behavior in live commerce.In view of these obstacles,after clarifying the business model of live commerce,this paper provides an approach for the analysis of the conviction of the false publicity behavior in live commerce from the perspective of criminal law dogmatics and legal hermeneutics.An analysis from the innovation degree of the current business model and the types of the live commerce behavior shows that live commerce behavior has not completely broken away from the existing criminal law system,and the false publicity behaviors of the anchors can still be regulated through the crime of false advertisement.The identification of the criminal liability of the anchor’s false publicity plays an important role in regulating the behavior of e-commerce entities and promoting the high-quality development of e-commerce on the track of the rule of law.