直播带货主播法律责任要素与区分规则

On Legal Liability Elements and Differentiation Rules of Livestream Marketing Anchors

新冠肺炎疫情下,直播带货迎来重要发展契机,但与此同时,其无序发展带来的负面效应也逐渐显现,加之相关法律法规缺位,导致维权与监管困难。明确直播带货中各主体所应承担的法律责任,既有重要实践意义,也有重要理论价值,而主播作为直播带货中最核心的一环,其法律责任的确定是突破当前维权与监管困境的关键。与主播的法律行为相比,主播的法律主体身份更多元更隐蔽,更适合充当法律责任确定过程中的核心要素。基于此,在对直播带货主播所承担法律责任的实体区分上,应遵循需维权商品/需监管行为→法律主体身份确定→法律关系确定→法律责任承担的路径和规则;在民事责任、行政责任、刑事责任等法律责任交叉领域,应遵循重合抵销与分别承担的原则,即出现法律责任竞合时,只能在二者或三者之间性质重合的部分承担其中一种法律责任,而在不重合的部分需要分别同时承担责任;在直播带货主播法律责任的豁免上,也应依照其法律主体身份来确定,即通过对法律主体身份的界定来明确适用的豁免规则,综合确定其所要承担的法律责任。

Under the COVID-19,livestream marketing ushered development opportunity;but the disorderly development of that also brought us with negative effects.Besides,because of the lack of related laws and regulations,there are difficulties in rights protection and supervision.Clarifying the legal liability of different main bodies in livestream marketing is of important practical and theoretical significance.Clarifying the legal liability of anchors,the core link of livestream marketing,is the key for us to solve this problem.Comparing to the legal behavior of these anchors,the identity of their legal main body will be more diversified and hidden,which is more suitable to act as the core element in the process of determining legal liability.Based on this,in distinguishing the legal liability entities,we should follow the path and rules of from“goods or behaviors requiring supervision”to“identity determination of legal subject”to“determination of legal relationship”to“assumption of legal liability”.In the cross fields of civil liability,administrative liability,criminal liability and other legal liabilities,the principle of"overlapping offsetting and separately assuming"is followed.That is to say,in the event of concurring of legal liabilities,only one kind of legal liability can be assumed in the part with the same nature;while,the part without overlapping should be borne separately and simultaneously.In terms of legal liability immunity of these anchors,we should also determine that according to their legal identities.