论直播带货的法律问题及其规制

论直播带货的法律问题及其规制摘要随着互联网和移动技术的不断发展，直播带货成为一种极为流行的电商形式，尤其是在当下的后疫情时代，电子商务平台的直播带货获得了极高的大众关注与资本支持，为商家带来了巨大的收益。然而，随着电商平台直播带货的飞速发展，其行业乱象也愈发突出。因此，对于直播带货存在的法律问题进行研究有着极为重要的现实意义。本文围绕直播带货的法律问题及其规制展开研究。本文认为直播带货是指以互联网直播平台为媒介，聘请主播展示商品，并通过讨论、演示等实时交互推销产品，以吸引观众在直播过程中进行在线购买的一种新型电子商务模式。直播带货涉及的主体有商家、直播平台与消费者。结合相关案例，认为直播带货存在的虚假宣传、数据造假、产品劣质、售后缺乏四大主要法律问题，导致上述问题的原因主要有行业准入门槛过低、法律规范缺失、监管薄弱、消费者维权意识不足等原因，本文认为应当有针对性地提高行业准入门槛、完善有关立法、加强监管、提高消费者维权意识等方面予以完善。关键词：电商平台：直播带货：规制AbstractWith the continuous development of the Internet and mobile technology,live streamingwith goods has become an extremely popular form of e-commerce,especially in the currentpost-epidemic era,the e-commerce platform's live streaming with goods has gained a veryhigh level of public attention and capital support,which has brought great benefits tomerchants.However,with the rapid development ofe-commerce platform live with goods,itsindustry chaos is also more and more prominent.Therefore,the legal problems of live withgoods have great practical significance.This paper focuses on the legal problems of live withgoods and its regulation to carry out research.First of all,this paper introduces the importantconcept of live with goods,this paper focuses on the concept of live with goods,and itssubject and characteristics of the detailed division,on the basis of which it is clear that thelegal responsibility of the subject belongs to the problem.Secondly,combined with therelevant cases,the analysis of the live with the existence of false propaganda,data forgery,product inferiority,lack of after-sales four major problems,and from the industry access,legislation and regulations,regulatory efforts,rights awareness of the four aspects of the livewith the causes of the problem analysis,and finally,combined with the live with the legalproblems of the live with the legal regulation of live with the optimisation of the path of theproposal.Key words:e-commerce platforms live streaming with goodse;legal regulation;◇目录一、直播带货概述..1(一)直播带货的概念和特征(二)直播带货的类型.21.自营式直播带货22.助营式直播带货…2二、直播带货存在的法律问题.3(一)虚假宣传….3(二)数据造假….3(三)产品劣质4(四)售后缺乏….4三、直播带货法律问题原因分析：.5(一)缺乏行业准入制度….5(二)行业乱象立法缺失….5(三)相关监管力度较弱，..5(四)消费者维权意识弱，维权成本高.6四、直播带货法律规制.7(一)完善主体准入制度.7(二)出台行业法律法规，.7(三)加大法律监管力度.8(四)保障消费者合法权益，.8五、结语.9参考文献….10致谢.11