政府领导直播带货的困境与出路

Analysis on the Legal Problems and Solutions of Live Broadcasting with Goods by Government Leaders

政府领导直播带货是一种新的发展乡村经济、帮助产品、服务滞销的农户、企业的方式。但许多地方政府领导的直播带货与普通主播的直播带货缺乏差别属于广告行为。由此面临的法律风险无从规避,应承担的法律责任难以实现。解决这一问题,需要改变直播的行为形式,明确领导直播带货与广告行为的边界。要避开广告行为的构成要件,可用一种行政行为方式实现政府领导直播带货的目的。这种方式应承担行政指导、政府信息公开的双重法律责任。

It is a new way of developing rural economy,helping the unsalable farmers and enterprises with products and services.However,there is a lack of difference between the live broadcast of many local governments and that of ordinary anchors,which belongs to advertising behavior.Therefore,it is difficult to avoid the legal risk and realize the legal responsibility.To solve this problem,we need to change the behavior form of live broadcasting,and make clear the boundary between live broadcasting with goods and advertising behavior.In order to avoid the constitutive requirements of advertising behavior,an administrative behavior can be used to achieve the purpose of live delivery of goods by government leaders.This way should bear the dual legal responsibilities of administrative guidance and government information disclosure.