电商时代直播带货中消费者权益保护研究

Research on the Protection of Consumer Rights and Interests in Live Streaming in the Era of E-Commerce

摘要: 直播带货行业的迅猛崛起，对经济的繁荣发展起到了重要的推动作用。但与此同时，直播带货行业存在产品质量参差不齐、行业规范存在漏洞及虚假宣传难以规制等问题，从而制约了该领域的健康发展。在此基础上，消费者的知情权、个人信息保护以及维权途径极易遭受侵害。为有效实现消费者权益的保护，需要通过完善直播带货领域的法律法规、加强电商平台的多元监管机制以及健全消费者司法救济途径的优化路径，来营造规范有序、风清气正的直播生态，切实保障消费者权益。

Abstract: The rapid rise of the live streaming e-commerce industry has played a significant role in promoting economic prosperity. However, at the same time, issues such as varying product quality, loopholes in industry regulations, and difficulties in regulating false advertising have emerged, hindering the healthy development of this sector. On this basis, consumers’ rights to know, personal information protection, and avenues for redress are highly vulnerable to infringement. To effectively safeguard consumer rights, it is imperative to improve laws and regulations in the live streaming e-commerce field, strengthen the multi-faceted regulatory mechanisms of e-commerce platforms, and optimize consumer judicial relief channels. These measures will help foster a standardized, orderly, and ethical live streaming environment, thereby genuinely protecting consumer rights.