直播电商广告合规的责任分配研究

Research on Responsibility Allocation of Live E-Commerce Advertising Compliance

摘要: 近年来，随着平台经济与数字技术的深度融合，直播电商迅速发展为我国数字经济的重要组成部分，并在重塑消费结构、激活市场活力方面发挥了显著作用。相较于传统电商以图文信息为主的单向传播模式，直播电商通过实时互动、场景化展示与即时交易的深度嵌合，强化了消费者的沉浸式体验。但有研究指出，直播带货并非单纯的交易行为，而是兼具网络直播、电子商务与广告传播三重属性的复合型商业活动，这一复合属性使其在法律上呈现出高度复杂性与交叉性。同时，在直播营销过程中，平台、商家与主播多方主体共同参与信息生产与交易促成，形成了多主体协同运行的商业结构，这也为法律责任的认定与分配带来了新的挑战。基于此，本文以直播电商广告合规中的责任分配问题为研究核心，在现行法律规范体系的基础上，结合直播电商广告活动的运行结构与典型责任场景，重点分析直播内容的广告属性认定、主播与平台的法律地位及其责任边界，并在此基础上探讨多主体责任分配的制度困境与成因。

Abstract: In recent years, with the deep integration of platform economy and digital technology, live streaming e-commerce has rapidly developed into a vital component of China’s digital economy, playing a significant role in reshaping consumption patterns and stimulating market vitality. Unlike traditional e-commerce, which primarily relies on picture and text information for one-way communication, live streaming e-commerce enhances consumers’ immersive experience through real-time interaction, scenario-based product demonstrations, and seamless integration of immediate transactions. However, scholarly research indicates that live streaming product promotion is not merely a transactional activity but rather a complex commercial operation that embodies three interwoven attributes: online live broadcasting, e-commerce, and advertising dissemination. This composite nature renders it highly complex and cross-cutting from a legal perspective. Concurrently, during the live marketing process, multiple stakeholders—including platforms, merchants, and streamers—collaboratively participate in information production and transaction facilitation, forming a multi-stakeholder operational structure that presents novel challenges for the identification and allocation of legal liability. Based on this context, this paper focuses on the core issue of responsibility allocation in live streaming e-commerce advertising compliance. Within the framework of existing legal regulations, and in conjunction with the operational structure of live streaming e-commerce advertising activities, this study aims to analyze the advertising attribute determination of live content, the legal status and liability boundaries of streamers and platforms, and further explore the institutional challenges and underlying causes of multi-stakeholder responsibility allocation.