电商直播营销法律规制研究

Research on Legal Regulation of E-Commerce Live Streaming Marketing

摘要: 网络直播营销作为一种新型商业模式，以其便捷、直观的购物模式迅速获取了众多消费者的喜爱。然而，随之衍生的各类问题，如虚假宣传、流量造假等，引发了诸多法律纠纷。本文旨在分析网络直播营销存在的法律问题，并探讨相应的法律规制路径。通过梳理相关法律法规，结合具体案例，本文提出了明晰直播带货各方主体法律责任、加强协同监管和维权力度等规制路径，以期解决当前网络直播营销存在的问题，促进其健康有序发展。

Abstract: Online live marketing, as a new business model, has quickly gained the favor of many consumers with its convenient and intuitive shopping mode. However, various problems derived from it, such as false advertising and traffic fraud, have triggered many legal disputes. This paper aims to analyze the legal issues existing in online live marketing and explore corresponding legal regulation paths. By combing through relevant laws and regulations and combining specific cases, this paper proposes regulatory paths such as clarifying the legal responsibilities of all parties involved in live streaming, strengthening coordinated supervision and rights protection, with a view to solving the current problems in online live marketing and promoting its healthy and orderly development.