Legal Regulations for Livestream Marketing
用直播人员进行灵活的互动式宣传,对商品进行大力推广,为消费者提供更加广阔的选择空间,能在一定程度上刺激市场消费活力。毋庸置疑,与传统购物相比,直播带货具有不可比拟的市场价值,特别是在当前市场经济结构亟需优化的背景下,直播带货的产生和发展是社会向前运行的必然结果,对社会发展具有十分重要的促进作用。为推动直播带货平稳发展,保护消费者合法权益,促进市场经济有序健康发展,必须加强对直播带货的法律规制,遏制直播带货中存在的不正当行为。在立法方面,立法机关应结合实际制定更加完备的法律法规,充分发挥法律对直播带货的指引和规范作用;在执法方面,市场监督管理部门应积极配合,协调分工,加强对直播带货的监管力度,有效遏制直播带货中的各种乱象;在司法方面,应借助互联网法院快捷高效地审理案件,降低消费者的司法成本。参考文献: [1]季境.互联网新型财产利益形态的法律建构——以流量确权规则的提出为视角[J].法律科学(西北政法大学学报),2016(3):182-191. [2]蒋虹.网络虚假广告与消费者权益保护问题探析[J].华东
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责任编辑:陈诗静
(Law School,Nanjing Audit University,Nanjing 211815,Jiangsu,China)
Abstract:In recent years,livestream marketing is a new way of online shopping combining livestream and e-commerce;it has great impact on consumption custom;and it promotes the growth of China’s consumption economy. With the booming of livestream marketing,there exits some problems,such as the lack of law and regulation,the fake of Internet page views,the fake and exaggerated advertisement,and the lack of guaranteed quality,which has adverse impact on the healthy development of this industry. And there are some related legal problems,e.g. the live broadcasters are not“advertising spokesperson”,but their publicity behavior should be regulated by the Advertising Law,they should share the joint responsibility with producers and operators,and the livestream platform should shoulder the obligation of information disclosure and prudent audit and share the joint responsibility. To establish the healthy and orderly livestream marketing,we should further optimize the business environment,regulate this market from such aspects as industry law,market law,advertisement law,contract law,and consumer protection law. Specifically speaking,we should,first,strengthen regulation on sales that are not realized through the platform and lower the level of difficulty in consumer right protection;second,we should strengthen the related regulators’online jurisdiction against livestream marketing,and realize the timely investigate and treat against the illegal marketing behavior;third, we should provide the channel for supervision and report,and realize the cooperated governance of private and public entities; fourth,we should perfect the contract,clarify the responsibility of each party,and regulate the livestream marketing behavior;and fifth,we should strengthen the protection of consumer right,and protect customers’right to withdraw the transaction.
Key words:livestream marketing;consumer protection;online jurisdiction;coordinated regulation;cooperated gover⁃ nance of private and public entities