直播带货中的消费者知情权保护研究

Research on the Protection of Consumers’ Right to Know in Live Delivery

摘要: 作为一种新型营销模式，直播带货融合了数字化与实体化基因，最大限度地实现了交易效率。在直播带货中，消费者在沟通交流上已不占据主导地位，义务主体范围也发生了变化。对于消费者而言，营销人员不实告知与隐瞒真实信息、利用隐蔽性技术误导以及算法个性化定价正在逐步侵害其知情权。由此，也引发了消费者对直播带货行业的信任危机。恢复知情权保障与交易效率的平衡结构，优化知情权保障成为重要课题。具体而言：一是要继续强化行业自律，充分发挥直播带货行业的自律功能；二是要利用技术赋能强化消费者知情权；三是要将算法个性化定价的说明纳入知情权的义务范畴，实现消费者知情权的规范续造。

Abstract: As a new marketing model, live-streaming sales integrate digital and physical elements, maximizing transaction efficiency. In live-streaming sales, consumers are no longer the primary communicators, and the scope of responsible parties has changed. For consumers, marketers’ false information, concealment of truth, misleading through hidden technologies, and personalized pricing algorithms are gradually infringing on their right to be informed. This has led to a crisis of trust in the live-streaming sales industry. Restoring the balance between the protection of the right to be informed and transaction efficiency, and optimizing the protection of this right, has become a critical issue. Specifically, this involves: first, we should continue to strengthen industry self-discipline and give full play to the self-discipline function of the live delivery industry; second, we should use technology to empower consumers’ right to know; third, we should include the explanation of personalized pricing by algorithm into the scope of obligations of the right to know, so as to realize the normative reconstruction of consumers’ right to know.