网络直播带货法律问题规制研究

Research on the Legal Regulation of Live Streaming E-Commerce for Goods Sales

摘要: 网络直播作为一种新的商业形态，成为激活我国消费市场的新模式，且已呈现出从“头部主播”到“店播”的变化趋势，直播电商平台正朝着多元化、规模化的方向发展。然而，由于当前市场准入规定有缺陷，对主播从业资格、商家资质以及商品质量的规定不明确。此外，还存在对消费者权益保障不充分的问题，消费者的知情权和个人信息受到侵害。再加之市场监管机制不健全，直播平台管理不严、治理能力有限等原因，导致网络直播消费纠纷案件激增。面对网络直播带货当前存在着诸多的问题，本文提出可以从完善市场准入规定、明确各方主体的信息披露义务、拓宽维权途径，完善证据制度、健全直播带货市场监管机制与执法制度等四个方面探索消费者权益保护的有效对策。

Abstract: As a new business form, network broadcast has become a new mode to activate China’s consumer market, and has shown a changing trend from “head anchor” to “store broadcast”, and the live broadcast e-commerce platform is developing in the direction of diversification and scale. However, due to the defects of the current market access regulations, the regulations on anchor qualification, merchant qualification and commodity quality are not clear. In addition, there is insufficient protection of consumers’ rights and interests, and consumers’ right to know and personal information is infringed. In addition, the market supervision mechanism is not perfect, the lax management of the live broadcasting platform, limited governance capacity and other reasons, leading to the surge of online live broadcasting consumption disputes. In the face of many problems in network live delivery, this paper proposes to explore the effective countermeasures to protect consumer rights and interests from four aspects: perfecting the market access regulations, clarifying the information disclosure obligations of all parties, broadening the ways of safeguarding rights, perfecting the evidence system, and perfecting the supervision mechanism and law enforcement system of live broadcast market.