网络直播营销存在的法律问题及规制

Legal Issues and Regulations Existing in Online Live Marketing

摘要: 网络直播营销作为一种新型商业模式，以其便捷、直观的购物模式，迅速获取了众多消费者的喜爱。随之而来的，是“直播带货”衍生的各类问题，引发了诸多法律纠纷，例如虚假宣传、流量造假等等。本文旨在从网络直播营销这一新兴营销方式出发，对其存在的各种法律问题进行分析，探究该模式的法律定位，最终提出可行的规制乱象的法律建议。以期扼制当前网络直播营销存在的问题，增强其中各方法律主体的法律意识，促进网络直播营销在合法合规的前提下稳健发展。

Abstract: As an emerging business model, online live marketing has quickly gained the love of many consumers with its convenient and intuitive shopping mode. Subsequently, various problems arising from “live streaming” have led to many legal disputes, such as false publicity, traffic fraud, and so on. This article aims at the analysis of all kinds of legal problems in the new way of online live marketing, and probes into the legal orientation of this mode, and finally put forward feasible legal suggestions to regulate chaos. In order to curb the current problems existing in online live marketing, enhance the legal awareness of all legal entities involved, and promote the steady development of online live marketing under the premise of legality and compliance.