电商时代“直播带货”的法律规制研究

Research on the Legal Regulation of “Live Streaming with Goods” in the Era of E-Commerce

摘要: 经济发展与网络技术的完善催生了“直播带货”行业，目前学界与行业尚未对“直播带货”一词形成统一概念。“直播带货”作为电商与直播的结合，具有参与主体复杂、模式多样以及受众面广泛等特点。也正是由于“直播带货”所具有的这些特点，导致了“直播带货”中有关主体身份责任不明、直播平台与相关部门监管缺位以及相关法律规范分散模糊等法律问题。要想解决这些问题，就要从明确“直播带货”中主体身份责任、健全监管机制、建立体系化法律规范三个方面入手。通过解决这三个法律问题，有利于减少“直播带货”的法律纠纷，促进行业持续健康发展。

Abstract: Economic development and the improvement of network technology have given birth to the industry of “live delivery”. At present, the academic circle and the industry have not formed a unified concept of “live delivery”. As a combination of e-commerce and live broadcasting, “live delivery” has the characteristics of complex participants, diverse models and wide audience. It is precisely because of these characteristics of “live delivery” that the identity and responsibility of the relevant subjects in “live delivery” are unclear, the supervision of live streaming platforms and relevant departments is absent, and the relevant legal norms are scattered and vague. In order to solve these problems, it is necessary to start from three aspects: clarifying the identity responsibility of the main body in “live streaming with goods”, improving the supervision mechanism, and establishing systematic legal norms. By solving these three legal issues, it is conducive to reducing the legal disputes of “live streaming with goods” and promoting the sustainable and healthy development of the industry.