基于虚假宣传视角分析的网络直播营销中消费者权益保护法律问题研究

Research on Legal Issues of Consumer Rights Protection in Live-Streaming Marketing from the Perspective of False Advertising

摘要: 网络直播营销作为一种新型的电子商务模式，在激发市场经济活力的同时，也因其即时性、交互性与娱乐性等特点，滋生了复杂的货不对版、流量造假、价格欺诈等一系列虚假宣传问题，严重侵害了消费者合法权益，进而致使消费者知情权、公平交易权与求偿权难以得到有效保障。究其根源是因为现有法律法规对直播主体的法律定性模糊、直播平台的监管责任缺位、消费者举证维权困难以及纠纷纾解机制不健全等。有鉴于此，其一，需明晰各直播主体的法律地位与责任，其二，拓宽消费者维权渠道并健全纠纷解决机制，其三，探索建构多部门协同监管体系，以期构建一个多元协同的法律保障体系，规范直播营销市场秩序，切实保护消费者合法权益。

Abstract: As a new e-commerce model, online live-streaming marketing has invigorated the market economy. However, due to its characteristics such as immediacy, interactivity and entertainment, it has also given rise to a series of false advertising problems, including goods not matching descriptions, traffic fraud and price fraud, which seriously infringe upon consumers’ legitimate rights and interests and make it difficult to effectively protect consumers’ rights to know, fair trade and compensation. The root cause lies in the ambiguity of the legal status and responsibilities of live-streaming subjects, the absence of regulatory responsibilities of live-streaming platforms, the difficulty for consumers to provide evidence for rights protection and the imperfect dispute resolution mechanism. In view of this, it is necessary to clarify the legal status and responsibilities of each live-streaming subject, broaden consumers’ rights protection channels and improve the dispute resolution mechanism, and explore the construction of a multi-department collaborative regulatory system, in order to build a multi-party collaborative legal guarantee system, regulate the order of the live-streaming marketing market, and effectively protect consumers’ legitimate rights and interests.