网络直播背景下的消费者权益保护

Consumer Rights Protection under the Background of Network Broadcast

摘要: 从小农经济时自给自足到逐步发展起来的传统贸易再到时下最热门的直播带货，消费者的消费方式更加多元化，消费内容更加丰富，消费中的娱乐体验感更佳。在网络直播不断壮大的同时也对消费者权益的保障提出了新的挑战。从网红主播“刷单”、“卖假货”，频频“翻车”欺骗消费者，侵犯消费者知情权、公平交易权甚至是安全权到直播平台非法获取消费者个人信息，侵犯消费者隐私权种种事件屡见不鲜。因此实施完善网络直播领域法律法规，打破该行业上位法尚未与时俱进，下位法过于原则、可操作性低的局面，突破技术瓶颈加大网络直播政府监管力度，拓宽消费者投诉渠道，降低维权成本等等措施刻不容缓。本文主要从消费者侵权的主要表现入手、分析侵权行为产生的原因和解决措施。

Abstract: From the self-sufficiency of small-scale peasant economy to the gradual development of traditional trade and then the most popular live streaming goods, consumers have more diversified consumption modes, richer consumption content, and better entertainment experience in consump-tion. While the network broadcast is growing, it also poses new challenges to the protection of consumer rights and interests. From “brushing”, “selling fake goods”, frequent “flipping” to cheat consumers, violation of consumers’ right to know, right to fair trade, and even full authority to illegally obtain consumers’ personal information on live streaming platforms, and infringement of consumers’ privacy rights are not uncommon. Therefore, it is urgent to implement and improve laws and regulations in the field of network broadcast to break the situation that the upper level law of the industry has not kept pace with the Times, the lower level law is too principled and low operability, to break the technical bottleneck and strengthen the government supervision of net-work broadcast, to broaden the channels of consumer complaints, and to reduce the cost of safe-guarding rights. This article mainly starts with the main performance of consumer infringement, and analyzes the causes of infringement and solutions.