网络直播营销存在的法律问题及对策研究

Research on the Existing Legal Problems and Countermeasures of Network Broadcast Marketing

摘要: 随着近年来的直播购物模式的更新发展，商品直播已经成为大众喜闻乐见的购物方式。我国十分重视网络直播产业的发展，用法治思维和方式推动直播营销行业的建设，国家对网络直播营销的规范性文件和行政监管也日益增多。由于我国立法的滞后性和直播营销发展的灵活性之间存在一定矛盾，网络直播营销仍然存在一系列的法律问题。本文从直播平台、商品经营者、网络直播者三大直播营销的主体出发，概括总结出了直播营销中存在的一系列法律问题，如流量造假问题、侵权问题、刷单问题、虚假宣传问题、直播内容和未成年保护问题等，对具体问题作出具体分析。通过借鉴网络直播中其他行业的监管治理经验与成果，分别针对不同问题站在直播主体、政府、主播平台、消费者角度提出解决问题的对策和建议，让网络直播营销行业走上积极健康的可持续发展之路。

Abstract: With the update and development of the live shopping mode in recent years, the live broadcast of goods has become a popular shopping mode. China attaches great importance to the development of webcasting industry, promotes the construction of webcasting marketing industry with legal thinking and methods, and the state’s normative documents and administrative supervision on webcasting marketing are also increasing. Due to the contradiction between the lag of legislation and the flexibility of live broadcast marketing development in China, there are still a series of legal problems in online live broadcast marketing. Starting from the three main bodies of live broadcast marketing: live broadcast platform, commodity operators and webcasts, this paper summarizes a series of legal problems existing in live broadcast marketing, such as traffic fraud, infringement, billing, false propaganda, live broadcast content and juvenile protection, and makes concrete analysis on specific problems. By learning from the experience and achievements of supervision and management of other industries in webcasting, this paper puts forward countermeasures and suggestions to solve different problems from the perspectives of live broadcast subject, government, anchor platform and consumers, so as to make the webcasting marketing industry embark on the road of active, healthy and sustainable development.