网络直播营销中广告代言人的侵权责任研究

A Study on the Tort Liability of Advertising Spokesperson in Online Live Streaming Marketing

摘要: 网络直播营销已演进为我国电商核心业态，其市场规模与用户基数持续扩容，但侵权投诉量同步激增，行业乱象日益凸显。直播场景下广告代言人的法律定位模糊、侵权责任认定标准缺失等问题，已成为掣肘行业高质量发展的核心瓶颈。本文立足直播营销的商业广告属性，界定广告代言人的概念与类型，系统剖析其自主能动性、产品关联深度、受众互动强度及消费转化效能等特殊属性，分类梳理虚假宣传、违法代言、协同侵权三类典型侵权样态，并聚焦“买家秀”式直播等边界类侵权的认定争议。针对当前立法规则滞后、司法裁判尺度不一、监管机制存在漏洞等现实困境，分别从立法层面明确代言人身份认定三维标准与专项责任条款，司法层面推进典型案例发布与电子证据规则完善，监管层面构建双备案审核与信用联合惩戒机制，提出全方位规制建议。以期厘清各主体责任边界，为司法裁判与行业监管提供理论支撑，保障消费者合法权益，推动网络直播营销行业健康可持续发展。

Abstract: Online live streaming marketing has evolved into a core e-commerce format in China. As its market scale and user base continue to expand, the number of infringement complaints has surged simultaneously, with increasingly prominent chaotic phenomena in the industry. Issues such as the ambiguous legal positioning of advertising spokespersons in live streaming scenarios and the lack of standards for identifying tort liability have become core bottlenecks restricting the high-quality development of the industry. Based on the commercial advertising nature of live streaming marketing, this paper defines the concept and types of advertising spokespersons, systematically analyzes their distinctive characteristics including strong autonomy, in-depth product relevance, intensive audience interaction, and high consumption conversion efficiency, classifies and sorts out three typical tort patterns—false promotion, illegal endorsement, and joint infringement—and focuses on the identification disputes of boundary infringements such as “buyer reviews (with photos/videos)” live streaming. Addressing the practical predicaments such as backward legislative rules, inconsistent judicial adjudication standards, and flaws in regulatory mechanisms, the paper puts forward comprehensive regulatory suggestions: clarifying the three-dimensional criteria for identifying spokesperson identities and formulating special liability clauses at the legislative level; promoting the release of typical cases and improving electronic evidence rules at the judicial level; and establishing a dual-filing review system and a joint credit disciplinary mechanism at the regulatory level. The purpose is to clarify the liability boundaries among various subjects, provide theoretical support for judicial adjudication and industry supervision, safeguard the legitimate rights and interests of consumers, and promote the healthy and sustainable development of the online live streaming marketing industry.