电商直播营销中未成年打赏行为的法律分析及对策

Legal Analysis and Countermeasures of Underage Tipping Behavior in E-Commerce Live-Streaming Marketing

摘要: 电商直播的快速发展带来了未成年人高额打赏的法律问题，其行为效力认定、责任划分及监管对策亟待明确。文章通过典型案例分析，揭示了当前未成年人打赏行为中的三大主要问题：平台审核机制漏洞、监护人监管缺位及法律适用标准不统一。从法律效力角度，探讨了未成年人民事行为能力的认定标准、打赏行为的法律性质争议及司法裁判规则，指出需结合金额、家庭经济状况及平台义务履行情况综合判断。从四个方面提出应对策略：完善未成年人网络消费专项立法，强化平台动态身份核验与智能风控义务，构建政府、平台、家庭、学校协同治理机制，优化司法救济渠道。希望本研究能为平衡数字经济创新与未成年人权益保护提供系统性解决方案。

Abstract: The rapid development of e-commerce live-streaming has brought about legal issues regarding the high amount of rewards given to minors, and the determination of their behavioral effectiveness, division of responsibilities, and regulatory measures urgently need to be clarified. The article reveals three main problems in current underage tipping behavior through typical case analysis: loopholes in platform review mechanisms, lack of guardian supervision, and inconsistent legal application standards. From the perspective of legal effectiveness, this article explores the criteria for determining the civil capacity of minors, disputes over the legal nature of tipping behavior, and judicial judgment rules. It points out that a comprehensive judgment should be made based on the amount, family economic status, and platform obligation performance. It proposes response strategies from four aspects: improving the special legislation on minors’ online consumption, strengthening the obligation of dynamic identity verification and intelligent risk control on platforms, building a collaborative governance mechanism between the government, platforms, families, and schools, and optimizing judicial relief channels. It is hoped that this study will provide systematic solutions for balancing innovation in the digital economy with the protection of minors’ rights.