网络直播营销平台监管权运行的困境及其破解

Strait and Outlet of the Governance Rights on Network Live Broadcast Marketing Platform

在网络直播营销平台中存在着多元的主体与复杂的法律关系。由于传统行政手段难以充分发挥对网络直播营销乱象的管理效能,因此政府通过法律法规等规范性文件为直播营销平台设置了诸多监管职责。直播营销平台借助监管职责的行使及自身的技术权力,对直播营销经营者有着强大的支配力,此种平台权力属于典型的私权力。通过直播营销平台进行的平台治理有助于降低监管成本、提高监管效率。但是平台在私利性的驱动下极易不当行使权力,存在监管困局。应确定直播营销平台监管权力的范围与边界,同时发挥好政府的引导作用,引入公法规范行权行为,构建内外部救济制度并进行必要的司法审查,以确保直播营销平台监管权力的正当行使及监管职责的充分履行。

Multiple subjects play in network live broadcast marketing and have formed complex legal relationships.It is difficult to give full play to the governance function of live broadcast marketing chaos by traditional administrative means.Therefore,the government has set up many regulatory responsibilities for live broadcast marketing platforms through normative documents such as laws and regulations.Platforms,therefore have a strong control over the live commerce operators by virtue of the exercise of regulatory responsibilities and its own technical power.This platform power is undoubtedly a typical private power.Self governance by the live broadcast marketing platform helps to reduce the regulatory cost and improve the regulatory efficiency.However,driven by self-interest,platforms are prone to improper exercise of power,resulting in regulatory dilemmas.Therefore,the scope and boundary of regulatory power of live broadcast marketing platforms should be determined.At the same time,the government should play a leading role,introduce the principles of public law to regulate the exercise of power,build an internal and external relief system and conduct necessary judicial review to ensure the proper exercise of the regulatory power the full performance of the regulatory responsibilities of live broadcast marketing platforms.