网络直播营销行为的现状及法律规制研究

Research on the Current Situation and Legal Regulation of Webcast Marketing Behavior

摘要: 在数字经济的背景下，网络直播营销在重塑消费生态的同时，也引发了虚假宣传、产品质量问题、流量造假、恶俗营销、欺诈消费者等诸多乱象。而当前对于网络直播营销行为的法律规制存在着监管主体多元与协同不足、事前事中事后监管失衡、平台责任边界模糊的问题。为促进网络直播营销业态健康发展，提升法律规制效能，研究致力于探究网络直播营销行为的协同治理路径，并提出以下建议：强化多主体协同治理理念、构建全链条监管体系、细化平台主体责任，实现创新激励与秩序维护的平衡。通过对法律规制体系的补充与完善，为网络直播营销行为的可持续发展提供坚实的制度保障。

Abstract: In the context of the digital economy, online live streaming marketing has not only reshaped the consumer ecology, but also triggered many chaos such as false advertising, traffic fraud, vulgar marketing, and consumer fraud. However, there are problems with the current legal regulation of online live streaming marketing behavior, such as multiple regulatory bodies and insufficient coordination, imbalanced supervision before, during, and after the event, and blurred boundaries of platform responsibilities. To promote the healthy development of online live streaming marketing and enhance the effectiveness of legal regulation, the following suggestions are proposed: strengthening the concept of multi-party collaborative governance, building a full chain regulatory system, refining platform subject responsibilities, and achieving a balance between innovation incentives and order maintenance. By supplementing and improving the legal regulatory system, a solid institutional guarantee is provided for the sustainable development of online live streaming marketing behavior.