Consumer Rights Protection Law in the Governance of False Advertising: A Case Study of Live Streaming Commerce

Abstract

With the rise of live streaming commerce, the issue of false advertising has gradually emerged in this new business form, severely affecting the effectiveness of consumer rights protection. Based on the "Consumer Rights Protection Law," "Advertising Law," and "E-commerce Law," this paper analyzes the characteristics and current situation of false advertising in live streaming commerce, revealing the main governance challenges in terms of legal applicability, responsibility definition of platforms and hosts, and enforcement difficulties. At the same time, the paper draws on foreign governance experience and proposes governance pathways and suggestions, including strengthening platform self-discipline, clarifying legal responsibilities of multiple entities, and introducing digital regulatory technologies. The study shows that improving the governance framework for false advertising in live streaming commerce is not only necessary to respond to the development changes in the consumer market but also essential to protect consumer legal rights and optimize the market environment.