直播带货热潮下消费者权益保护：困境与出路

Consumer Rights Protection in the Live-Streaming E-Commerce Boom: Challenges and Solutions

摘要: 网络直播带货行业快速发展，消费者权益保护问题随之愈发显著。虚假宣传、产品质量存在问题、价格欺诈等行为不断发生，这对消费者知情权、公平交易权和安全保障权影响极大。现有的法律与监管体系，没能及时适应直播带货这种新兴商业模式，这使得消费者维权时遭遇许多困难。本文借由对直播带货里消费者权益受损的典型案例的展现，探究了现有的监管体系存在的缺陷，同时给出了增强法律责任的界定、健全监管机制、构建高效救济途径以及推动行业自律等对策。消费者权益保障及直播带货行业健康发展，需依靠政府实施监管、平台履行责任、行业开展自律以及消费者积极参与的多元共治模式。

Abstract: The rapid development of the live-streaming e-commerce industry has brought increasingly prominent issues concerning consumer rights protection. Problems such as false advertising, product quality defects, and price fraud continue to occur, significantly impacting consumers’ rights to information, fair transactions, and safety. The existing legal and regulatory framework has failed to adapt promptly to this emerging business model, making it difficult for consumers to safeguard their rights. This paper examines typical cases of consumer rights violations in live-streaming e-commerce, identifies shortcomings in the current regulatory system, and proposes countermeasures such as clarifying legal liabilities, improving regulatory mechanisms, establishing efficient relief channels, and promoting industry self-regulation. The protection of consumer rights and the healthy development of the live-streaming e-commerce industry require a multi-stakeholder governance model involving government oversight, platform accountability, industry self-regulation, and active consumer participation.