电商直播不正当竞争行为的法律规制研究

Research on the Legal Regulation of Unfair Competition Behavior in E-Commerce Live Streaming

摘要: 电商直播作为平台经济新业态的典型代表具有多种优势，随着直播竞争环境逐步恶化，对电商直播行业进行法律规制已经成为众望所归。现阶段，虽然我国《反不正当竞争法》和《电子商务法》对电商直播领域的不正当竞争行为进行了一定程度的规范，但受限于法律内部的局限性，仍然存在法律主体权责不明、消费者权益保护不足、监管机构责任竞合等缺陷和难题。要解决电商直播行业中不正当竞争行为法律规制的切实问题，就必须把不同位阶法律规范的内在条款有机结合，形成统一的法律规范。明确各法律关系主体之间的权利和义务，通过举证责任的调整增强消费者权益保护，并建立主体联动监管机制，从多方面进行优化调整，共同助力创造一个良好的电商直播环境，推动我国电商经济的健康发展。

Abstract: As a typical representative of the new business format of the platform economy, e-commerce live broadcast has a variety of advantages, and with the gradual deterioration of the live broadcast competitive environment, legal regulation of the e-commerce live broadcast industry has become a common expectation. At this stage, although China’s Anti-Unfair Competition Law and E-Commerce Law regulate unfair competition in the field of e-commerce live broadcast to a certain extent, due to the limitations within the law, there are still defects and problems such as unclear rights and responsibilities of legal entities, insufficient protection of consumer rights and interests, and competing responsibilities of regulatory agencies. In order to solve the practical problem of legal regulation of unfair competition in the e-commerce live broadcast industry, it is necessary to organically combine the internal provisions of different levels of legal norms to form a unified legal norm. Clarify the rights and obligations between the entities of the legal relationship, enhance the protection of consumer rights and interests through the adjustment of the burden of proof, and establish a linkage supervision mechanism for the main body, optimize and adjust from various aspects, jointly help create a good e-commerce live broadcast environment, and promote the healthy development of China’s e-commerce economy.