商业模式下直播带货主播的法律主体身份及法律责任

Exploring the Legal Status and Responsibilities of Livestreaming Sales Hosts in Commercial Models

以《广告法》和《电子商务法》为基础,分析商业模式下直播带货主播行为法律性质,认为直播带货行为属于商业广告性质、电子商务性质。在自营模式下,直播带货主播的主体身份在《电子商务法》中为平台内经营者,在《广告法》中为广告主;在他营模式下,直播带货主播的主体身份在《广告法》中一是仅为广告代言人,二是同时为广告经营者、广告发布者和广告代言人;在《电子商务法》中为通过其他网络服务销售商品或者提供服务的经营者。自营模式下带货主播的法律责任包括经营者对消费者的责任、合同的违约责任、广告主对消费者的责任等,具体取决于原告消费者的诉讼请求;他营模式下带货主播的法律责任包括合同违约责任等。应在明确商业模式下带货主播行为性质、法律主体身份的基础上,确定其承担的法律责任,体现罚过相当、一事不再罚原则。

This study delves into the legal characterization of livestreaming sales hosts’activities within commercial frameworks,drawing from the Advertising Law and E-commerce Law.It categorizes such activities as both commercial advertising and e-commerce.Under self-operating models,these hosts assume the role of platform operators(E-commerce Law)and advertisers(Advertising Law).Conversely,in other-operating models,they are solely advertising spokespersons or simultaneously act as advertising operators,publishers,and spokespersons(Advertising Law),and operators selling goods or services through other network services(E-commerce Law).The legal liabilities in self-operating models encompass responsibilities to consumers,contractual breaches,and liabilities as advertisers,contingent on plaintiffs’litigation demands.In other-operating models,liabilities primarily include contractual breaches.The paper underscores the necessity of precisely defining the hosts’legal responsibilities in commercial models to ensure proportionate penalties and prevent double jeopardy.