网络直播带货中直播平台的法律责任

The Legal Responsibility of the Live Broadcasting Platform in the Online Live Streaming Sales

网络直播带货是近几年新兴的线上购物方式,在数据收集流通、购物支付方式以及购物体验等方面实现对传统购物的升级,同时也成为网络直播变现的另一主要途径。在当前网络平台具有虚拟性、互动性、广泛性的情况下,直播平台的法律责任认定存在直播虚拟化、功能定位不准确、以及法律依据不健全等难题,需要通过提高技术手段、建立监管制度、完善相关法律等方式明确直播带货平台的法律责任,否则将对电商行业带来难以消除的负面影响。Online live streaming sales is a new way of online shopping in recent years. It has upgraded traditional shopping in terms of data collection and circulation, shopping payment methods and shopping experience, and has also become another main way to realize online live streaming. In the current network platform with virtual, interactive, extensive, live platform of legal liability that live virtualization, function positioning is not accurate, and the legal basis is not sound, need to improve technical means, establish regulatory system, improve the relevant legal way clear live with goods platform of legal responsibility, otherwise will bring difficult to eliminate the negative impact of the electricity industry.