直播带货中消费者权益保护的法律规制

Legal Regulation of Consumer Rights and Interests Protection in Live Commerce

直播带货作为一种新型的经济模式发展火热,但由于其主体复杂性、形式虚拟性、内容瞬时性等特点,在迅速发展的同时,也带来诸多问题,侵害了消费者的合法权益。消费者进行维权时,会发现其维权也面临许多问题,如留证取证难、选法找法难、售后投诉难等。对于直播带货中存在的侵犯消费者权益的问题,现行法律在规制上存在一定的缺陷与不足,在很大程度上阻碍了消费者合法权益的维护。本文首先在概括直播带货现状与特点的基础上,论述了加强直播带货中消费者权益保护的必要性。其次,对与直播带货相关的法律和司法实践进行了分析,指出与直播带货相关的现有法律存在的规制漏洞。最后,从事前规制与事后救济两个方面,针对这些法律规制漏洞提出相关的完善建议。

As a new economic model,live commerce is developing rapidly,but due to its complexity,virtual form and instantaneous content,it has brought many problems and infringed on the legitimate rights and interests of consumers while developing at a fast speed.While when consumers defend their rights and interests,they face many problems,such as diffi culties in the retention and obtaining of evidence,choosing and fi nding the appropriate lawyer,and after-sales complaints.The current law has certain shortcomings and defi ciencies in the regulation of the infringement of consumers’rights and interests in live commerce,which largely hinders the protection of consumers’legitimate rights and interests.This article fi rstly discusses the necessity of strengthening the protection of consumers’rights and interests in live commerce on the basis of the current situation and characteristics of live commerce.Secondly,it analyzes the laws and judicial practices related to live commerce,and points out the regulatory loopholes in the existing laws related to live commerce.Finally,it proposes suggestions for the improvement of these legal loopholes in terms of both ex ante regulation and ex post relief.