电子商务背景下虚假宣传行为的法律规制摘要随着科技的发展，电子商务日益渗透国人的日常生活中，改变着我们的生活习惯和交易习惯。在越来越多经营者投身电子商务领域、网络市场竞争日益激烈的同时，电子商务领域的虚假宣传行为日益猖獗。相较于传统的虚假宣传行为，电子商务的虚拟性和开放性使其具有更强的危害性和更广泛的影响，不仅损害了同业经营者和消费者的正当权益，还破坏了正常的市场经济秩序，造成社会资源浪费。而目前我国关于互联网或电子商务的立法体系并未完善，并无对电子商务领域虚假宣传行为进行规制的直接法律依据。实践中一般以《反不正当竞争法》中的原则性规定对其进行界定，可操作性和适用性较差；具体行政执法规定散见于各级行政法规中，缺乏专门性机关监管，而各级执法机关规定缺乏统一性和协调性，导致在理解和运用上易出现混乱的情况。同时，电子商务领域有特殊性，涉及主体多、影响范围广、虚假宣传方式更新快等特点使得规制难度更高，当前以行政强制监管为主导的模式及落后于技术发展水平的监管方式无法对电子商务领域的虚假宣传行为实行全面而有效的监管。本文以电子商务背景下的虚假宣传行为为研究对象，着重探究电子商务领域中虚假宣传行为的主要形式，通过分析我国目前法律体系，探究我国目前对电子商务领域的虚假宣传行为规制的难点，引入目前国内部分规制的试点措施及国外相关法律规定加以借鉴，为规制我国电子商务领域的虚假宣传行为寻求新思路，以促进电子商务市场公平竞争，维持良好的经济秩序。关键词：电子商务；虚假宣传；反不正当竞争AbstractWiththedevelopmentofscienceandtechnology,electroniccommerceisbecomingmoreandmorepopularinpeople'sdailylife.Moreandmoreoperatorsjoininge-commerceresultstheincreasinglyfiercecompetitionintheonlinemarket,whilethefalsepropagandaisincreasinglyrampantinthefieldofe-commerce.Comparedwiththetraditionallyfalsepropagandabehavior,thevirtualandopennatureofe-commercemakesitmoreharmfulandmoreextensive,notonlyharmsthelegitimaterightsofbusinessoperatorsandconsumers,butalsounderminedthenormalorderofthemarketeconomy,resultinginawasteofsocialresources.Atpresent,China'slegislationontheInternetore-commerceisnotperfect,thereisnodirectlegalbasisfortheregulationoffalsepropagandainthefieldofe-commerce.Thepracticeofgeneralprincipleprovisionsquoted"AntiUnfairCompetitionLaw"inthedefinition,operabilityandpoorapplicability;specificadministrativelawenforcementprovisionsintheadministrativeregulationsatalllevels,thelackofspecialsupervisionorgans,andtheprovisionsoflawenforcementagenciesatalllevelslackofunityandcoordination,leadingtoconfusioninunderstandingandusing.Atthesametime,thefieldofelectroniccommercehasparticularity,involvethemain,affectingawiderangeoffalsepropagandaupdatefeaturemakesregulationmoredifficult,thecurrentgovernmentregulationtoforcefortheimplementationofacomprehensiveandaccurateregulationofdominantregulationmodeandbackwardmeansofsupervisiontothefieldofelectroniccommerceoffalsepropagandabehavior.Thisarticletakesthefalsepropagandabehaviorunderthebackgroundofelectroniccommerceastheresearchobject,mainlyfocusesonexploringtheformoffalsepropagandabehaviorinthefieldofelectroniccommerce.ByanalysingChina'scurrentlegalsystem,thisarticletrytoexploreChina'scurrentdifficultiesoffalsepropagandabehaviorregulationonthefieldofelectroniccommerce,theintroductionofthecurrentpilotmeasuresdomesticpartofforeignlawsandregulationstolearn,toseeknewideasforthefalsepropagandabehaviorregulationofChina'se-commerce,e-commercetopromotefaircompetitioninthemarkettomaintainagoodeconomicorder.目录摘要2Abstract3一、绪论6（一）研究目的和意义6（二）文献综述7（三...
