直播带货中消费者权益保护问题的立法反思与完善

Legislative Reflection and Improvement on the Protection of Consumers’Rights and Interests in Live Broadcasting

为了助力网络直播经济的可持续健康发展,在对前人研究成果和我国法治实践进行分析的基础上,从立法理念的滞后、监管制度与监管实际之间存在明显张力、消费评价制度的规范性不强三个维度对直播带货中的消费者权益保护问题进行了审视。针对性地提出了更新立法理念、增强监管制度实际效用、规范消费者评价自由等靶向性对策建议。

In order to help the sustainable and healthy development of the network live broadcast economy,based on the analysis of previous research results and China’s legal practice,this paper examines the protection of consumers’rights and interests in live broadcast goods from three dimensions:the lag of the legislative concept,the obvious tension between the regulatory system and the regulatory reality,and the weak standardization of the consumption evaluation system.It also puts forward targeted countermeasures and suggestions,such as updating the legislative concept,strengthening the practical effectiveness of the regulatory system,and standardizing consumer evaluation freedom.