在电商迅猛发展的今天出现了许多新类型的虚假宣传，其中最为明显的主要包含：刷单、自媒体广告和“软文”广告。现在的虚假宣传已经与往日不可同日而语，以往的宣传往往集中于对质量的夸大描述，手段比较拙劣，是非常明显的违法行为。但是现在随着公民法治意识和消费者自我保护意识的增强，其宣传手段已经趋向于隐秘化，复杂化，游走于法律法规打击的灰色地带。这也就需要法律对于电商的虚假宣传制定一个可以依靠评判的标准。标准的缺位导致了对于电商虚假宣传的定性难度。同时我国的现行法律在立法上存在着不完备的情况，新型的虚假宣传切中了法律的滞后性短板，没有相关的判例指导，执法上也因为种种原因存在着诸多问题。电商的飞速发展当然离不开宣传力量的支持，但是有些商家为了获取更大的优势和利益，钻法律空子作虚假宣传，这就需要法律予以回应，保护正常的经济秩序，以法律规制、维护电商的稳定发展。

本文分为三个部分，首先第一部分是整理电商虚假宣传的定义和发展脉络，以及电商虚假宣传方式的现状。电商的虚假宣传由原来的实体经济的虚假宣传搭乘新的载体传播，并且已经呈现出产业化和隐蔽化的态势。第二部分明确电商新型虚假宣传的主要类型包括刷单、植入式广告和软文广告，指出治理电商新型虚假宣传的难点问题特别是对于虚假宣传的定性问题并找出评价电商虚假宣传的标准。然后第三部分是在明确电商虚假宣传的类型和定性后，要对电商虚假宣传进行法律治理所需要做的铺垫准备工作，主要是相关技术手段特别是电商统一监管平台的建立和审核制度的完善。另外还有对于社会公众意识提升的手段以及对于电商平台的自治提出改善意见，以改善治理环境。随后则是在治理准备工作铺垫的基础上完成对电商虚假宣传的法律规制，理清治理电商虚假宣传重叠的相关制度，并就法律适用提出建议。明确电商承担刑事责任和行政责任的顺序并完善执法。明确在治理电商新型虚假宣传过程中，自由裁量权的必要性，并就其权力运行进行监督。对相关法律制度特别是《电商法》的相关制度提出改进意见，保护电商的和谐有序发展。

With the rapid development of e-commerce, there are many new types of false advertising, among which the most obvious ones are: click farming, product placement and "soft text" advertising.Now the false advertising is different from that in the past. In the past, the advertising often focused on exaggerating the description of the quality, and the means were clumsy, which was a very obvious illegal act.But now, with the enhancement of citizens' awareness of the rule of law and consumers' awareness of self-protection, its propaganda means have tended to be secretive and complicated, wandering in the gray area of laws and regulations.This requires the law to establish a standard that can be judged for the false publicity of e-commerce. The absence of standards leads to the difficulty in determining the nature of false publicity of e-commerce.At the same time, the current law of our country is incomplete in legislation. The new type of false publicity has hit the lag of the law. There is no relevant case guidance, and there are many problems in law enforcement for various reasons. Of course, the rapid development of e-commerce is inseparable from the support of propaganda power, but in order to obtain greater advantages and interests, some businesses exploit legal loopholes to make false advertising, which requires legal response to protect normal economic order, and legal regulation to maintain the stable development of e-commerce.

This paper is divided into three parts. The first part is to sort out the definition and development of e-commerce false publicity, and the status of e-commerce false publicity. The false propaganda of e-commerce is spread by the original false propaganda of the real economy on a new carrier, and has shown the trend of industrialization and concealment. The second part clarifies the main types of new false publicity of e-commerce, including click farming, product placement and soft text advertising, points out the difficult problems in the governance of new false publicity of e-commerce, especially the qualitative problems of false publicity, and finds out the evaluation criteria of false publicity of e-commerce. Then the third part is the preparation work that we need to do to the legal governance of e-commerce false publicity after defining the type and quality of e-commerce false publicity, mainly related technical means, especially the establishment of unified supervision platform of e-commerce and the improvement of audit system. In addition, there are measures to enhance public awareness and suggestions to improve the autonomy of e-commerce platform, so as to improve the governance environment. Then, on the basis of the preparatory work, it completes the legal regulation of the false publicity of e-commerce, clarifies the relevant system of the governance of the false publicity overlap of e-commerce, and puts forward some suggestions on the application of the law. Clarifying the order of criminal responsibility and administrative responsibility of e-commerce and improve law enforcement. At the same time, we should make clear the necessity of discretion in the process of governance of new false publicity of e-commerce, and supervise its power operation. In order to protect the harmonious and orderly development of e-commerce, this paper puts forward some suggestions on the improvement of relevant legal systems, especially the "e-commerce law".