论直播带货中消费者权益保护问题——兼评《消费者权益保护法》第23条

Research on Consumer Rights Protection in Live Streaming Sales—Comment on Article 23 of the “Consumer Rights Protection Law”

摘要: 近几年直播带货的兴起，有力推动了我国经济的发展。作为一种新型的网络购物方式，直播带货在迅速发展的同时，也带来了诸多问题，如产品造假、虚假宣传、消费者维权艰难等，严重侵害了消费者的合法权益。现有的法律规范难以对这些问题进行有效规制，使得消费者权益无法得到有效保障。因此，为了规范网络直播带货市场，本文将分析消费者权益保护难的成因，探讨消费者权益保护，有针对性地提出建议措施。通过完善直播带货领域立法、加大执法和处罚力度、落实平台监管责任、拓展维权途径等方式更有效地保护消费者权益。

Abstract: The rise of live streaming sales in recent years has effectively promoted the development of China’s economy. As a new type of online shopping method, live streaming sales, while rapidly developing, have also brought many problems, such as product fraud, false advertising, and difficult consumer rights protection, seriously infringing on the legitimate rights and interests of consumers. The existing legal norms are difficult to effectively regulate these issues, making it difficult to effectively protect consumer rights. Therefore, in order to standardize the online live streaming sales market, this article will analyze the causes of difficulties in protecting consumer rights, explore consumer rights protection, and propose targeted suggestions and measures. By improving legislation in the field of live streaming sales, increasing law enforcement and punishment, implementing platform regulatory responsibilities, and expanding channels for safeguarding consumer rights, we can more effectively protect consumer rights.