名人直播带货的法理与消费者保护

Legal Principles and Consumer Protection of Celebrity Live Broadcasting

与传统的商业营销模式不同,名人直播带货模式中名人经营者将其他领域积累的信誉转移到商品销售中,交易主体都不再关注商品本身,取而代之的是名人个人的影响力,这就使消费者包括知情权、自主选择权、公平交易权、个人信息和隐私权、损害赔偿请求权在内的合法权益极易受到侵害。解决这些问题需要三个方面措施:第一,名人经营者应当承担比普通经营者更严格的责任;第二,对于盲目的消费者应该降低相应的保护标准。第三,应当强化相关部门和直播平台的监管力度,以此协力构筑与促进新业态的长效发展。

Different from the traditional commercial marketing model,the celebrity operator transfers the reputation accumulated in other fields to the merchandise sales in the celebrity live broadcast mode,and the transaction subjects no longer pay attention to the merchandise itself,instead it is the personal influence of the celebrity,which makes Consumers’ legitimate rights and interests,including the right to know,the right to choose,the right to fair trade,the right to personal information and privacy,and the right to claim damages,are extremely vulnerable to infringement.Solving these problems requires three steps.On the one hand,celebrity operators should bear more stringent responsibilities than ordinary operators;on the other hand,the corresponding protection standards for blind consumers should be lowered.In addition,the supervision of relevant departments and live broadcast platforms should also be strengthened,so as to work together to build and promote the long-term development of new business formats.