电商直播营销中消费者知情权保障的法律困境和规制研究

Research on Legal Dilemmas and Regulatory Measures for Safeguarding Consumers’ Right to Be Informed in E-Commerce Live Streaming Marketing

摘要: 随着数字经济的蓬勃发展，网络购物已成为消费者日常生活的重要组成部分。电商直播营销作为一种新兴的商业模式迅速崛起，成为连接商家与消费者的重要桥梁。电商直播凭借其实时互动、直观展示商品等特点，极大地激发了消费者的购买欲望，推动了消费市场的繁荣。然而，在电商直播营销快速发展的背后，消费者知情权受损的问题也日益凸显。虚假宣传、信息隐瞒、商品与描述不符等现象屡见不鲜，不仅损害了消费者的合法权益，也扰乱了正常的市场秩序。本文通过分析电商直播营销的特性及消费者知情权保障现状，深入探究其中存在的法律适用模糊、监管机制滞后、主体责任划分不清等法律困境，并结合国内外相关经验，提出完善法律体系、强化监管协同、明确主体责任等规制路径，旨在为保障消费者合法权益、促进电商直播行业健康发展提供法律层面的解决方案。

Abstract: With the rapid development of the digital economy, e-commerce live streaming marketing has emerged as a transformative business model, serving as a crucial bridge between merchants and consumers. Leveraging real-time interaction and intuitive product demonstrations, e-commerce live streaming has significantly stimulated consumer purchasing desire and driven market growth. However, alongside its rapid expansion, issues such as false advertising, information concealment, and discrepancies between products and descriptions have increasingly undermined consumers’ right to be informed. These problems not only harm consumer rights but also disrupt market order. This paper analyzes the characteristics of e-commerce live streaming marketing and the current status of consumer information rights, delving into legal dilemmas including ambiguous legal interpretations, lagging regulatory mechanisms, and unclear responsibility allocation among stakeholders. Drawing on domestic and international experiences, the study proposes regulatory solutions such as improving legal frameworks, strengthening regulatory coordination, and clarifying stakeholder responsibilities. The goal is to provide legal strategies for safeguarding consumer rights and fostering the healthy development of the e-commerce live streaming industry.