电商时代直播带货法律规制研究

Study on the Legal Regulation of E-commerce Livestreaming in the E-Commerce Era

摘要: 在网络直播行业蓬勃发展和直播技术不断创新的背景下，语音和视频网络直播方式已经颠覆了传统媒体的模式。网络主播通过“直播带货”成为各大网络平台上备受关注的营销方式，并呈现出规模化的趋势。然而，由于网络法律立法相对滞后、直播平台准入门槛较低、行政监管机制不健全等因素，导致“直播带货”出现了一系列乱象，引发了与消费者购物安全相关的问题。本文旨在从“直播带货”引发的社会关切问题出发，分析其中涉及的法律问题及成因，并结合我国现行法律对“直播带货”行为的规制，提出合理的建议以完善“直播带货”的法律适用和立法体系。

Abstract: In the context of the booming development of the live broadcasting industry and the continuous innovation of live broadcasting technology, voice and video webcasting has subverted the traditional media model. Network anchors through the “e-commerce livestreaming” has become a major network platform on the attention of the marketing approach, and presents a trend of scale. However, due to factors such as the relative lag of cyber law legislation, the low entry threshold of live broadcasting platforms, and the unsoundness of the administrative supervision mechanism, a series of chaotic phenomena have appeared in “e-commerce livestreaming”, which have caused problems related to consumer shopping safety. The purpose of this paper is to analyze the legal issues and causes involved from the social concerns caused by “e-commerce livestreaming”, and combine the regulation of “e-commerce livestreaming” with China’s current laws, and put forward reasonable proposals to improve It also analyzes the legal problems and causes involved, and puts forward reasonable suggestions to improve the legal application and legislative system of “e-commerce livestreaming” in light of the regulation of “e-commerce livestreaming” in China’s existing laws.