网络直播营销的广告法规制

Regulation of Live Streaming Marketing under Advertising Law

网络直播营销对广告法的规范体系和责任认定带来了新的挑战。网络直播营销的生动性与互动性使消费者更容易进行情感启发式决策,其中的促销要素也使消费者很可能在锚定启发式的影响下高估交易效用。此外,专营型直播间运营者的中介角色、达人主播在信源特征上的优越表现以及商家对营销内容的有限控制力也可能导致网络直播营销比传统广告更易引发非理性消费。对此,有必要优化完善广告法对网络直播营销的规制思路和路径,进一步规范网络直播中营销信息的传播,以减少对消费者决策的不当干扰,并要求达人主播及其直播间运营者在现有规定的基础上承担更严格的法律责任。

The network live streaming marketing presents new challenges to the regulatory framework of advertising law.The vividness and interactivity of network live streaming marketing lead consumers to rely on emotional heuristics more when making decisions.The promotion elements also make consumers susceptible to overestimating transaction utility under the influence of anchoring heuristics.Furthermore,the intermediary role of specialized live streaming room operators,the u-nique characteristics exhibited by influencer live streamers as information sources,and the limited control that businesses have over marketing content all reflect that network live streaming marketing is more likely to trigger irrational consumption than ordinary advertisements.To mitigate the potential risks associated with these issues,it is imperative to optimize and improve the regulatory strategy and path of advertising law on live streaming marketing.Specifically,further standardize the dissemina-tion process of marketing information in it to reduce the unfair interference on consumers'decisions and impose stricter legal obligations on influencer live streamers and their live streaming operators.