直播带货的主体责任划分与消费者权益保护

Division of Main Responsibilities in Live Delivery and Protection of Consumer Rights and Interests

摘要: 直播电商作为一种新兴商业模式，在促进消费、扩大就业的同时也带来了虚假营销、假冒伪劣、售后缺失等一系列侵害消费者权益的问题。本文基于《直播电商监督管理办法(征求意见稿)》及近期发布的专项规定，系统分析直播电商中平台经营者、直播间运营者、直播营销人员与服务机构等多元主体的法律责任边界，结合当前消费维权实践提出完善消费者权益保护体系的建议，旨在促进直播电商行业的规范健康与可持续发展。

Abstract: As an emerging business model, live-streaming e-commerce has driven consumption growth and employment expansion, yet simultaneously exposed consumer rights violations including deceptive marketing, counterfeit products, and inadequate after-sales services. This study systematically examines the legal responsibilities of multiple stakeholders—platform operators, live-streaming room managers, marketing personnel, and service providers—based on the “Supervision and Administration Measures for Live-Streaming E-commerce (Draft for Public Comment)” and recent regulatory updates. Drawing from current consumer rights protection practices, the paper proposes recommendations to strengthen the consumer rights protection framework, aiming to foster a regulated, sustainable, and healthy development of the live-streaming e-commerce industry.