直播电商场景下消费者权益的法律保障机制研究

On the Legal Protection Mechanism of Consumers’ Rights and Interests in the Live-Stream E-Commerce Scenario

摘要: 直播带货以实时互动性与场景沉浸感重构了商品交易模式，但也因主体多元、行为隐蔽等特性引发虚假宣传、责任推诿、维权困难等消费者权益侵害问题。本文以《消费者权益保护法实施条例》《广告法》等法律规范为基础，结合司法实践案例，剖析直播带货中消费者权益保护的法律困境，重点厘清多元主体责任边界、信息披露义务履行及纠纷解决机制等核心问题，提出完善法律适用规则、强化监管协同、健全维权路径等规制建议，为直播电商行业健康发展提供法治保障。

Abstract: Live-streaming e-commerce has reconstructed the commodity transaction model through its real-time interactivity and situational immersion. However, its characteristics such as diverse subjects and concealed behaviors have also given rise to issues that infringe on consumers’ rights and interests, including false advertising, responsibility shirking, and difficulties in safeguarding rights. Based on legal norms such as the “Implementation Regulations of the Consumer Rights Protection Law” and the “Advertising Law”, and combined with judicial practice cases, this paper analyzes the legal dilemmas in protecting consumers’ rights and interests in live-streaming e-commerce. It focuses on clarifying core issues such as the responsibility boundaries of multiple subjects, the fulfillment of information disclosure obligations, and dispute resolution mechanisms. Finally, the paper puts forward regulatory suggestions including improving the rules for the application of law, strengthening regulatory coordination, and optimizing rights protection paths, so as to provide legal guarantees for the healthy development of the live-streaming e-commerce industry.