关键词: 短视频, 网红带货, 网络售假, 管控

Abstract: As short videos gradually penetrate daily life of the public, many illegal merchants have found new opportunities for crimes. They engage in illegal activities of making and selling fake products on the short video platform, through the marketing model of Influencer Marketing. As a new type of social e-commerce, there is still a lack of an effective e-commerce control system at present. After analyzing the difficulties of discovering fake products ,obtaining evidences and punishing relevant parties encountered in the process of law enforcement to control the chaos of selling fake products through Influencer Marketing on the short video platform, this paper puts forward some control suggestions such as control both online and offline, increasing the illegal cost of all parties, improving the industry autonomy system and encouraging the supervision of whole society.

Key words: short video, influencer marketing, selling fake products online, control