直播带货中消费者的知情权实现困境与纾解

Dilemmas and Remedies for Consumers’ Right to Informed Consent in Live-Streaming E-Commerce

摘要: 知情权作为基本的消费者权利，在直播带货中却没有得到完整实现，数据造假、虚假宣传等乱象层出不穷，碍于时间和空间上的不平衡，相较于传统消费模式，直播带货中消费者的知情权更加难以实现。厂家对生产信息公示的不完全、主播对商品信息展示的扬长避短，都阻碍了消费者知情利益的存在，传统的义务模式在直播带货中知情权的实现上已尽显疲态。因此，知情权的实现向权利模式转变已无法避免，通过平台建立直播产品负面清单，以否定性的评价来强制厂家向主播依法履行信息公开，实现“知情利益”的存在；对主播建立黑名单，对没有进行有效、真实、全面信息公开的直播间进行管理，通过降低流量扶持等平台措施敦促其履行经营者的告知义务，以此全面实现直播带货中的消费者知情权。

Abstract: The right to informed consent, as a fundamental consumer right, is not fully realized in live- streaming e-commerce. Various irregularities such as data falsification and false advertising are rampant, making it more challenging for consumers to exercise their right to informed consent in live-streaming e-commerce due to temporal and spatial imbalances compared to traditional consumer models. Incomplete disclosure of production information by manufacturers and selective presentation of product information by hosts hinder the existence of consumer informed interests, showcasing the inadequacy of the traditional duty model in realizing the right to informed consent in live-streaming e-commerce. Therefore, a shift towards a rights-based model for the realization of informed consent is inevitable. Establishing a negative list of live-streaming products on platforms to compel manufacturers to lawfully disclose information to hosts, thereby realizing the existence of “informed interests”; creating blacklists for hosts who fail to provide effective, truthful, and comprehensive information disclosure in their live streams, managing such broadcasts, and urging compliance with the duty to inform by reducing platform support, thus comprehensively realizing consumers’ right to informed consent in live-streaming e-commerce.