电子商务平台的广告监管与法律责任

Advertising Supervision and Legal Responsibility of E-Commerce Platforms

电子商务平台的直播带货是一种基于互联网技术的新兴产业,但是不断出现的有损消费者权益的事件也体现出了对该行业严格规制的必要性。本文着重列举了电商平台直播带货广告行为的典型不法现象,以《广告法》等文件的法律框架为基准,并且结合直播带货的内在逻辑运行和各类主体的权利义务关系梳理出电商平台的事后规制体系和各类直播营销人员的法律责任。Live streaming of e-commerce platforms is an emerging industry based on Internet technology, but the continuous occurrence of incidents that harm the rights and interests of consumers also reflects the need for strict regulation of the industry. Based on the legal framework of the Advertising Law, this article focuses on the typical illegal phenomena of e-commerce platforms’ live-streaming advertising behaviors, and combines the internal logic of live-streaming and the rights and obligations of various entities to sort out the post-event regulatory system of e-commerce platforms and the legal liabilities of various live-streaming marketers.