电商直播营销中的法律风险及防控

Criminal Legal Risks and Prevention in Live Streaming Marketing

摘要: 电商直播进入全民时代，渗入真实生活，如真人秀直播形式深入生活细节。随着电商直播题材的持续拓展，各类法律争议逐渐显现。未经当事人许可擅自将其纳入直播画面，直接引发了电商直播场景下的隐私侵权风险；部分电商直播平台为抢占市场份额，传播大量低俗、淫秽、恐怖、猎奇及暴力等不良内容，既违背社会公序良俗，也违反相关法律规定，对网络生态造成破坏；电商直播节目涉及的著作权相关问题，目前行业内尚未形成统一界定标准；电商直播涵盖多个不同领域，各领域的版权保护模式存在差异，版权归属的划分工作难度较大，这使得未知情形下的电商直播版权纠纷极易发生；此外，电商直播的火爆态势催生了大批网红主播，也吸引着越来越多人涌入直播行业，希望实现快速成名的目标。但在电商直播带来巨大商机的同时，电商直播平台、网络主播等还应注意担负相应的社会责任以及引起的相关法律责任。

Abstract: Live streaming has entered an era of universal participation, penetrating real life—for instance, reality show-style live broadcasts delve into the details of daily life. The continuous expansion of live streaming themes has given rise to a series of legal issues. First, privacy risks emerge when individuals are involuntarily included in live broadcasts without their consent. Second, to compete for market share, live streaming platforms are flooded with content that is vulgar, obscene, terrifying, sensationalist, or violent; such content challenges social ethics, violates relevant laws and regulations, and undermines the online ecosystem. Third, there is currently no unified definition for copyright-related issues in live streaming programs. Meanwhile, live streaming covers multiple fields, each with distinct forms of copyright protection, making it extremely difficult to define copyright boundaries. As a result, copyright risks in live streaming are easily triggered in many unregulated scenarios. The popularity of live streaming has fostered a large number of internet celebrities and incentivized more people to enter the live streaming market in pursuit of overnight fame. While live streaming brings significant business opportunities, live streaming platforms, hosts, and other stakeholders must also fulfill their corresponding social responsibilities and address the associated legal liabilities.