网红经济下直播带货的法律风险及其防范

The Legal Risks and Prevention of Live Streaming with Goods under the Network Celebrity Economy

摘要: “互联网”经济蓬勃发展的当下，电商平台交易呈现出向上增长的趋势，直播带货更是方兴未艾，相应法律制度的缺失所带来的是产品质量风险、虚假宣传风险、偷税漏税的风险。法律作为上层建筑，应该根据社会物质生活条件的发展变化作出相应修改和完善，针对直播带货主体复杂，形式短快的特征，应该完善相关法律，对直播带货所涉主体的各项责任进行界定，引导带货主播规范直播行为，从而营造安全、绿色的电商环境。

Abstract: With the booming development of the “Internet” economy, e-commerce platform transactions show an upward trend, and live streaming of goods is on the rise. The lack of the corresponding legal system brings about product quality risks, false publicity risks, and tax evasion risks. As the superstructure, the law should be modified and improved according to the development and change of social material living conditions. In view of the complex and short form of the main body of the live delivery of goods, relevant laws should be improved to define the responsibilities of the main body of the live delivery of goods, and guide the owner of the live broadcast to regulate the live broadcast behavior, so as to create a safe and green e-commerce environment.