直播销售员违法行为的法律责任及规制对策

Legal Responsibilities and Regulatory Countermeasuresof Live Streaming Salespersons'Illegal Acts

数字化、交互性、实时性是直播销售员的职业特性。在不同的直播销售模式下,直播销售员具有广告代言人、广告主、商品经营者、生产者等不同的法律身份。基于其违法行为的不同性质,直播销售员要承担惩罚性赔偿、行政处罚乃至刑罚等不同的法律责任。为规制直播销售员的违法行为,有关行政部门、司法部门、行业组织、电商平台内部等都应当采取必要的措施,加强对直播销售员的资质审核,加大对直播违法行为的惩处力度,以促进直播带货行业的健康发展。

Digitization,interactivity and real-time are the occupational characteristics of live streaming salespersons.Under different live streaming sales models,live streaming salespersons have different legal identities such as advertising spokespersons,advertisers,commodity operators,and producers.Based on the different nature of their illegal acts,live streaming salesmen have to bear different legal responsibilities such as punitive damages,administrative penalties and even criminal penalties.In order to regulate the illegal activities of live streaming salespersons,relevant administrative departments,judicial departments,industry organizations,and internal e-commerce platforms should take necessary measures to strengthen the qualification review of live streaming salespersons and increase punishment for their illegal behaviors so as to promote the healthy development of the live streaming industry.