直播带货相关主体的法律责任与规制逻辑

Legal Responsibilities and Regulatory Framework for Live Streaming E-Commerce Entities

电商平台、直播主播和直播间是支撑电商直播带货的三大主体,本文从《民法典》《消费者权益保护实施条例》等与电商直播密切相关的法律法规等方面入手,通过深入剖析直播带货的核心运作模式和常见纠纷,明确界定各参与主体在法律上应当承担的相应责任。基于以上研究,从平台、直播间、主播三个方面对其责任承担提出建议。首先平台需在提高平台内部监督效力的同时注重提高外部监督效力,还需建立售后监督体系;其次直播间需承担起守门人责任,明确带货主体,阐明产品来源,切实保障消费者的知情权和选择权;最后带货主播应目光长远,努力提高形象价值。E-commerce platforms, live stream hosts, and live streaming rooms constitute the three major entities supporting live streaming e-commerce. This article examines pertinent laws and regulations closely related to e-commerce live streaming, such as the Civil Code and the Regulations on the Protection of Consumer Rights and Interests, to analyze in depth the core operational modes and common disputes in live streaming sales. It clarifies the corresponding legal responsibilities of each participating entity. Based on this research, recommendations are provided regarding the responsibilities of platforms, live streaming rooms, and hosts. Platforms should enhance internal supervision effectiveness while emphasizing external oversight and establishing a post-sales supervision system. Live streaming rooms should take on gatekeeping responsibilities, clarify the sales entities, disclose product origins, and effectively safeguard consumers’ right to information and choice. Lastly, sales hosts should adopt a long-term perspective and strive to enhance their reputational value.