从控制到调控：直播带货监管范式转型

From Control to Regulation: The Transformation of Regulatory Paradigm in Live Streaming Commerce

摘要: 随着数字经济的深入发展，直播带货作为一种新兴商业模式迅速崛起，其动态化、交互式及跨界融合的特征对传统广告法框架下的“控制型”监管模式构成严峻挑战。本文基于平台治理理论与行为经济学视角，结合典型争议案例，系统剖析传统监管范式在直播带货领域的适用困境，指出其静态审核、风险厌恶及统一规制思路难以适应动态营销环境的治理需求。研究创新性地提出向“调控型”治理范式转型的理论框架，该范式依托算法实时检测、数据分析和信用工具等机制，通过构建信息生产–分级–披露–传播–反馈的全链条治理系统，实现更具适应性的精准治理。本文从理念转变、工具创新与责任重构三个维度构建“调控型”治理的核心框架，并提出包含法律法规完善、技术标准健全、多元共治强化及动态评估机制建立的具体实施路径，为优化直播带货监管体系提供系统性理论支撑。

Abstract: With the in-depth development of the digital economy, live streaming commerce has rapidly emerged as an emerging business model. Its characteristics of dynamism, interactivity, and cross-border integration pose severe challenges to the “control-oriented” regulatory model under the traditional advertising law framework. Based on the perspectives of platform governance theory and behavioral economics, combined with typical controversial cases, this paper systematically analyzes the applicability dilemmas of the traditional regulatory paradigm in the field of live streaming commerce, pointing out that its static review, risk aversion, and uniform regulatory approach are difficult to meet the governance needs of the dynamic marketing environment. The study innovatively proposes a theoretical framework for transitioning to a “regulation-oriented” governance paradigm. Relying on mechanisms such as real-time algorithmic detection, data analysis, and credit tools, this paradigm achieves more adaptive and precise governance by constructing a full-chain governance system covering information production, classification, disclosure, dissemination, and feedback. This paper establishes the core framework of “regulation-oriented” governance from three dimensions: conceptual transformation, tool innovation, and responsibility restructuring, and puts forward specific implementation paths including improving laws and regulations, refining technical standards, strengthening multi-stakeholder co-governance, and establishing dynamic evaluation mechanisms, so as to provide systematic theoretical support for optimizing the regulatory system of live streaming commerce.