In the era of the digital economy, live commerce has entered a thriving golden period, becoming a significant force driving the growth of consumer spending in China. However, propelled by immense profits, some institutions and individuals engage in deceptive practices within the live commerce industry, including false advertising, selling counterfeit goods, and inducing consumers to make purchases, thereby affecting the healthy development of the live commerce sector. This paper presents a systematic literature review, examining the issue of false advertising in live e-commerce from the perspectives of marketing, information systems, psychology, and artificial intelligence. It delineates the characteristics exhibited by individuals when engaging in deceptive behaviors, explores the relationship between personality traits and false advertising, and analyzes the current mainstream methods for multimodal personality trait analysis. Moreover, in light of the current research landscape, the paper proposes a series of future research directions, encompassing in-depth investigations into lying behaviors in specific scenarios, optimization of personality trait classification methods, exploration of multimodal machine learning for personality traits, and in-depth studies on their interrelationships.