1. According to the relevant regulations, if the e-commerce platform knows or should know that the merchants publish false advertisements, but still allows them to publish, the e-commerce platform may be jointly and severally liable.
2. If false advertisements cause damage to consumers' rights and interests, advertisers and e-commerce platforms may have to bear corresponding civil liabilities, including compensation for consumers' losses and fines.
3. If false advertisements involve goods or services related to consumers' life and health, e-commerce platforms may also face more serious administrative or criminal responsibilities such as revocation of business licenses.
Merchants' publicity should follow the principle of truthfulness and fairness. Details are as follows:
1, principle of authenticity: promotional information must be true and accurate, not exaggerated, not misleading customers, and promotional materials should be clear and clear, which can truly reflect the characteristics and advantages of products or services.
2. Fairness principle: ensure the fairness of marketing and publicity activities, treat all customers equally and do not discriminate against any customer group. At the same time, we should follow the market rules and not engage in unfair competition.
To sum up, if the online trading platform fails to perform its supervisory duties when the merchants make false propaganda, it may bear joint and several liabilities, including compensation for the losses of consumers.
Legal basis:
People's Republic of China (PRC) Anti-unfair Competition Law
Article 8
Operators shall not make false or misleading commercial propaganda on the performance, function, quality, sales status, user evaluation and honor of their products to deceive and mislead consumers.
Operators shall not help other operators to carry out false or misleading commercial propaganda by organizing false transactions.