直播营销主体的法律责任

The Legal Responsibility of Live Marketing Subjects

随着科技日新月异的发展,我们身边很多事物无时无刻不在变化着。其中,直播带货营销在这种时代的背景下快速兴起,这极大的便利了人们的生活。但给人们生活带来便利的同时,由于直播营销行业具有参与主体的复杂性、法律关系的多样性等特点,随之滋生了一系列问题,例如各主体的法律关系难以确认,法律规定不明确,消费者维权困难等。直播营销涉及的主体包括直播平台、带货主播、商家以及消费者四类主体,因此本文通过对直播营销的概述,从既有的法律规定中分析这四类参与主体在不同情形下的法律定位,通过法律定位确定适合的法律规制方法,提出规制建议,方便消费者维权,促进直播营销行业高质量发生发展。

With the rapid development of science and technology, many things around us are changing all the time. Among them, live marketing with goods is rising rapidly in this era, which greatly facilitates people’s lives. However, while broadcast marketing industry brings convenience to people’s lives, the live broadcast marketing industry is characterized by complexity of participants and diversity of legal relations, resulting in a series of problems, such as difficult to confirm the legal relationship of each subject, unclear legal provisions, and difficulties in consumer rights protection. The subjects involved in live broadcasting marketing include live broadcasting platform, carrier merchants and consumers. Therefore, this paper through an overview of live broadcasting marketing, analyzes the legal positioning of these four types of participants in different situations from existing legal provisions, determines appropriate legal regulation methods through legal positioning, and puts forward regulatory suggestions to facilitate consumers’ rights protection, promoting the development of the live broadcast marketing industry.