{"id":128,"thumbnail":"https://jilailawyer.com//rails/active_storage/blobs/eyJfcmFpbHMiOnsibWVzc2FnZSI6IkJBaHBBbUFCIiwiZXhwIjpudWxsLCJwdXIiOiJibG9iX2lkIn19--96582a15f274ac044c6b9a2b62592c94d8a67684/2313.jpg","title_zh":"直播电商热潮中的法律问题","title_en":"Legal issues in the livestreaming e-commerce boom","content_zh":"\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003e\u003cb\u003e文章背景\u003c/b\u003e\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003e2016年淘宝直播上线，同年6月10日，网络红人张大奕开通了淘宝直播间，当天的直播观看人数超过41万，点赞超过100万，截至晚上10点店铺成交额近2000万，刷新了由淘宝直播间向店铺进行销售引导的销售记录。\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003e其后，薇娅、李佳琦等直播带货更是持续火爆。据统计，2019年我国直播电商市场规模已达4338亿元，因此2019年也被称为\u0026ldquo;直播电商元年\u0026rdquo;。\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003e2020年，受疫情影响，电商直播行业更是逆势上涨，普通民众、电商主播，甚至县长、市长纷纷为本地滞销特产直播\u0026ldquo;带货\u0026rdquo;。\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003e2020年4月1日，前锤子手机公司CEO罗永浩在抖音开播首秀，交出了累计4800万观看人次、1.1亿元交易总额的成绩。而在同一时间，薇娅直播卖航天科工火箭技术有限公司生产的火箭，单价高达4000万。\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003e\u003cstrong\u003e但是，直播电商热潮也暴露出了一些突出的问题。\u003c/strong\u003e2020年3月31日，中国消费者协会发布《直播电商购物消费者满意度在线调查报告》。报告显示，有37.3%的受访消费者在直播购物中遇到过消费问题。消费者满意程度最低的是宣传环节，\u0026ldquo;商品质量没有保障\u0026rdquo;和\u0026ldquo;售后问题\u0026rdquo;也成为消费者主要担忧问题。\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003e解决消费者担忧的虚假宣传、售后服务等直播电商法律问题，不仅要依靠直播电商行业从业者的自律，依靠消费者的法律及维权意识，更需要依据我国《电子商务法》、《产品质量法》、《广告法》、《消费者权益保护法》、《网络交易管理办法》等法律法规。\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003e下面笔者将从四个维度简要解读直播电商法律关系涉及的相关问题。\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003e\u003cstrong\u003e一、直播电商平台\u003c/strong\u003e\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003e直播电商平台，是指在直播中为交易双方或者多方提供网络经营场所、交易撮合、信息发布等服务，供交易双方或者多方独立开展交易活动的法人或者非法人组织。包括传统的电商平台开辟的直播区域，如淘宝直播、京东直播等，也包括抖音、快手直播等社交直播平台。\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003e\u003cstrong\u003e首先\u003c/strong\u003e，直播电商平台应依法向电信主管部门履行网站ICP备案手续，涉及经营电信业务及互联网新闻信息、网络表演、网络视听节目直播等业务的网络直播服务提供者应当分别向相关部门申请取得电信业务经营、互联网新闻信息服务、网络文化经营、信息网络传播视听节目等许可，并于直播服务上线30日内按照有关规定到属地公安机关履行公安备案手续。如直播电商平台的直播内容涉及食品、医疗保健、药品和医疗器械等特殊行业的互联网信息服务，还须经有关主管部门审核，例如药品电商需要取得《互联网药品信息服务资格证书》。直播电商平台应当在显著位置，持续公示营业执照信息、与其经营业务有关的行政许可信息。\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003e\u003cstrong\u003e其次\u003c/strong\u003e，直播电商平台经营者除自身应当依法规范经营外，还负有对平台内经营者和用户进行管理审核的义务，《电子商务法》第三十八条明确规定\u0026ldquo;电子商务平台经营者知道或者应当知道平台内经营者销售的商品或者提供的服务不符合保障人身、财产安全的要求，或者有其他侵害消费者合法权益行为，未采取必要措施的，依法与该平台内经营者承担连带责任。 对关系消费者生命健康的商品或者服务，电子商务平台经营者对平台内经营者的资质资格未尽到审核义务，或者对消费者未尽到安全保障义务，造成消费者损害的，依法承担相应的责任。\u0026rdquo;\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003e\u003cstrong\u003e二、商家\u003c/strong\u003e\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003e\u003cstrong\u003e在直播电商平台上的入驻的商家是平台内经营者。\u003c/strong\u003e\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003e\u003cstrong\u003e首先\u003c/strong\u003e，根据《市场监管总局关于做好电子商务经营者登记工作的意见》电子商务经营者应当依法办理市场主体登记，并且在其首页显著位置，持续公示营业执照信息、属于依照《电子商务法》第十条规定的不需要办理市场主体登记情形等信息，或者上述信息的链接标识。\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003e\u003cstrong\u003e其次\u003c/strong\u003e，商家应当保证商品或服务符合国家标准、行业标准或者其明示的相关标准，诚信经营。依据《电子商务法》第十七条\u0026ldquo;电子商务经营者不得以虚构交易、编造用户评价等方式进行虚假或者引人误解的商业宣传，欺骗、误导消费者\u0026rdquo;，商家直播经营时还应对直播播放量、点赞量、通过直播达成的订单量等影响消费者购买选择的流量数据的真实性负责。\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003e\u003cstrong\u003e第三\u003c/strong\u003e，商家应依法向消费者提供经营地址、联系方式、商品或者服务的数量和质量、价款或者费用、履行期限和方式、支付形式、退换货方式、安全注意事项和风险警示、售后服务、民事责任等信息，采取安全保障措施确保交易安全可靠，并按照承诺提供商品或者服务。\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003e\u003cstrong\u003e三、主播\u003c/strong\u003e\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003e目前，电商平台与主播的常见合作模式主要有五种：平台员工入驻模式、主播自主入驻模式、商家主播入驻模式、第三方直播服务机构主播入驻模式以及电商平台与直播平台导流合作模式。不同模式下，各主体间法律关系不同，责任分配也不同，但本文无意对此展开分析，仅探讨主播应当在直播中注意的法律问题。\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003e直播电商不仅是商品经营行为，也是一种广告行为，应当符合广告业相关法律法规的规定。但是在一些直播电商经营活动中，由于直播平台监管不到位，商家及主播法律意识不强，频频出现虚假宣传、评论造假、极限用词、诱导交易、虚假交易等违法行为。其中最为典型的例子就是著名主播李佳琦直播翻车的不粘锅事件。《直播电商购物消费者满意度在线调查报告》也提到\u0026ldquo;从目前直播电商销售商品过程中出现的问题性质来看，主播夸大和虚假宣传、有不能说明商品特性的链接在直播间售卖，这两点被提到的次数比较多。将各个直播平台与出现的问题行为对照来看，快手平台直播间内推广的商品与购物车链接不一致问题相对较多，蘑菇街平台直播时出现的涉及广告极限词的情况较为明显。\u0026rdquo;\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003e网络直播不是法外之地，主播也应当遵守我国广告法、电子商务法、网络表演经营活动管理办法等相关法律法规规定。根据《广告法》第三十八条\u0026ldquo;广告代言人在广告中对商品、服务作推荐、证明，应当依据事实，符合本法和有关法律、行政法规规定，并不得为其未使用过的商品或者未接受过的服务作推荐、证明。\u0026rdquo;，主播在直播前应当亲自使用其推荐的商品或接受其推荐的服务。另外，不是所有的产品都可以在直播中进行宣传。根据相关法律规定，医疗、药品、医疗器械、保健食品不得聘请代言人进行推广宣传，也不得聘请主播带货。如果带货直播中出现上述产品，带货主播就违反了《广告法》的规定，可能会受到行政处罚。\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003e如果主播在直播中推销自己所经营的商品，其同时身为产品的生产者、销售者，需要承担和一般生产者、销售者一样的义务。\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003e\u003cstrong\u003e四、消费者\u003c/strong\u003e\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003e消费者观看电商直播一般是为了了解某一商品的详细信息和商家做活动的优惠信息，直播中的抢购氛围、社交性和互动性也是很多消费者选择直播电商购物的原因。但是在直播中，消费者很容易被主播的宣传及抢购氛围影响，导致冲动消费，例如今年4月2日薇娅直播卖房（购房权益券），直播活动中销售700余件，但是七天后已过半消费者选择了退款。\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003e消费者除了要保持理性消费外，在购买商品或服务遇到质量问题时，可以通过协商或向直播平台、消费者协会投诉等方式积极维权。如协商、投诉不能解决问题，消费者应当通过法律手段依法维护自身权益。\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003e根据消费者权益保护法四十四条规定，消费者通过网络交易平台购买商品或者接受服务，网络交易平台提供者不能提供销售者或者服务者的真实名称、地址和有效联系方式的，消费者可以向网络交易平台提供者要求赔偿。网络交易平台提供者明知或者应知销售者或者服务者利用其平台侵害消费者合法权益，未采取必要措施的，依法与该销售者或者服务者承担连带责任。\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003e由此可见，电商平台负有向维权的消费者提供售假者的真实名称或姓名、地址及有效联系方式等信息的义务。另外，电子商务法第三十一条规定，电子商务平台经营者应当记录、保存平台上发布的商品和服务信息、交易信息不少于三年，并确保信息的完整性及可用性。由此可见，电商平台还依法负有保存完整有效交易信息之义务，若不能在消费者维权需要时提供上述交易信息记录，将承担相应的法律责任。\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003e消费者维权时应通过联系电商平台获取销售者的真实信息从而锁定被告。若电商平台无法提供销售者信息，消费者可将电商平台作为被告要求赔偿。\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003e直播电商法律问题不限于此，欲知后文，下回分解。\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u0026nbsp;\u003c/p\u003e\r\n","content_en":"\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003eArticle background\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003eIn 2016, Taobao Live was launched. On June 10 of the same year, Internet celebrity Zhang Dayi opened a Taobao live broadcast room. The number of live broadcast viewers on that day exceeded 410,000, and the number of likes exceeded 1 million. As of 10 p.m., the store turnover was nearly 20 million. The sales records guided by the Taobao live broadcast room to the store.\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003eSince then, live broadcasts such as Wei Ya and Li Jiaqi have continued to be popular. According to statistics, the scale of my country\u0026#39;s live broadcast e-commerce market in 2019 has reached 433.8 billion yuan, so 2019 is also known as the \u0026quot;first year of live broadcast e-commerce\u0026quot;.\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003eIn 2020, affected by the epidemic, the e-commerce live broadcast industry has risen against the trend. Ordinary people, e-commerce anchors, and even county magistrates and mayors have \u0026ldquo;bring goods\u0026rdquo; for local unsalable specialties.\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003eOn April 1, 2020, Luo Yonghao, the former CEO of Hammer Mobile Company, made his debut on Douyin, handing over a total of 48 million viewers and a total transaction value of 110 million yuan. At the same time, Wei Ya sold rockets produced by Aerospace Science and Industry Rocket Technology Co., Ltd. with a unit price of up to 40 million.\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003eHowever, the livestreaming e-commerce boom has also exposed some salient problems. On March 31, 2020, the China Consumers Association released the \u0026quot;Online Survey Report on Consumer Satisfaction of Live E-commerce Shopping\u0026quot;. The report shows that 37.3% of the consumers surveyed have encountered consumption problems during live shopping. The lowest level of consumer satisfaction is the publicity link, and \u0026quot;the quality of goods is not guaranteed\u0026quot; and \u0026quot;after-sales problems\u0026quot; have also become the main concerns of consumers.\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003eTo solve the legal problems of live broadcast e-commerce such as false propaganda and after-sales service that consumers are worried about, it is not only necessary to rely on the self-discipline of practitioners in the live broadcast e-commerce industry, but also on the legal and rights protection awareness of consumers. Quality Law, Advertising Law, Consumer Rights Protection Law, Online Transaction Management Measures and other laws and regulations.\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003eIn the following, the author will briefly interpret the relevant issues involved in the legal relationship of live e-commerce from four dimensions.\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003e1. Live e-commerce platform\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003eA live broadcast e-commerce platform refers to a legal person or an unincorporated organization that provides online business premises, transaction matching, information release and other services for two or more parties to a transaction during live broadcast, so that two or more parties can independently conduct trading activities. Including live broadcast areas developed by traditional e-commerce platforms, such as Taobao Live, JD Live, etc., as well as social live broadcast platforms such as Douyin and Kuaishou Live.\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003eFirst of all, the live e-commerce platform shall go through the website ICP filing procedures with the competent telecommunications authorities in accordance with the law, and the online live broadcast service providers involved in the operation of telecommunications business and Internet news information, online performances, online audio-visual program live broadcasts, etc. shall apply to the relevant departments to obtain the Business operation, Internet news information service, network culture operation, information network dissemination of audio-visual programs, etc., and within 30 days of the live broadcast service being launched, go to the local public security organ to go through the public security filing procedures in accordance with relevant regulations. For example, the live broadcast content of the live broadcast e-commerce platform involves Internet information services in special industries such as food, medical care, medicine and medical equipment, and it must be reviewed by the relevant competent authorities. The live broadcast e-commerce platform shall continuously publicize the business license information and the administrative license information related to its business operations in a prominent position.\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003eSecondly, the operators of live e-commerce platforms should not only regulate their operations in accordance with the law, but also have the obligation to manage and review the operators and users on the platform. If you know or should know that the commodities sold or services provided by the operators on the platform do not meet the requirements of protecting personal and property safety, or there are other acts that infringe upon the legitimate rights and interests of consumers, and the necessary measures are not taken, they shall be jointly and severally liable with the operators on the platform in accordance with the law Liability. For goods or services that are related to the life and health of consumers, e-commerce platform operators fail to fulfill their obligations to review the qualifications of operators on the platform, or fail to fulfill their safety and security obligations to consumers, causing damage to consumers. bear the corresponding responsibilities.\u0026rdquo;\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003e2. Merchant\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003eThe merchants who settle on the live broadcast e-commerce platform are the operators on the platform.\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003eFirst of all, according to the \u0026quot;Opinions of the State Administration for Market Regulation on Doing a Good Job in the Registration of E-commerce Operators\u0026quot;, e-commerce operators should go through the registration of market entities in accordance with the law, and continue to publicize the business license information in a prominent position on their homepage. Article 10 does not require the registration of market entities and other information, or the link logo of the above information.\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003eSecondly, merchants should ensure that the goods or services comply with national standards, industry standards or their expressly related standards, and operate in good faith. According to Article 17 of the \u0026quot;E-commerce Law\u0026quot;, \u0026quot;E-commerce operators shall not conduct false or misleading commercial propaganda by fictitious transactions, fabricating user reviews, etc., to deceive or mislead consumers.\u0026quot; It is responsible for the authenticity of the traffic data that affects consumers\u0026#39; purchase choices, such as the number of likes, the number of likes, and the number of orders reached through live broadcasts.\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003eThird, merchants should provide consumers with business addresses, contact information, quantity and quality of goods or services, prices or fees, performance deadlines and methods, payment methods, methods of return and exchange, safety precautions and risk warnings, after-sales service, Civil liability and other information, take security measures to ensure the safety and reliability of transactions, and provide goods or services as promised.\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003e3. The anchor\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003eAt present, there are five common cooperation modes between e-commerce platforms and anchors: platform employee entry mode, anchor independent entry mode, merchant anchor entry mode, third-party live broadcast service agency anchor entry mode, and e-commerce platform and live broadcast platform channel diversion cooperation mode . Under different modes, the legal relationship between the subjects is different, and the distribution of responsibilities is also different. However, this article does not intend to analyze this, and only discusses the legal issues that the anchor should pay attention to in the live broadcast.\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003eLive e-commerce is not only a commodity business behavior, but also an advertising behavior, which should comply with the relevant laws and regulations of the advertising industry. However, in some live-streaming e-commerce business activities, due to the lack of supervision of live-streaming platforms and the lack of legal awareness of merchants and anchors, illegal acts such as false propaganda, falsified comments, extreme words, induced transactions, and false transactions frequently occur. The most typical example is the famous anchor Li Jiaqi live-streaming the incident of the non-stick pan that overturned the car. The \u0026quot;Online Survey Report on Consumer Satisfaction of Live E-commerce Shopping\u0026quot; also mentioned that \u0026quot;Judging from the nature of the problems in the process of selling products in live e-commerce, the anchors exaggerate and falsely promote, and there are links that cannot explain the characteristics of the products sold in the live broadcast room. , these two points are mentioned more often. Comparing each live broadcast platform with the problem behaviors, there are relatively many problems with inconsistent links between the products promoted in the live broadcast room of the Kuaishou platform and the shopping cart. The situation involving advertising limit words is more obvious.\u0026rdquo;\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003eWebcasting is not a place outside the law, and anchors should also abide by relevant laws and regulations such as my country\u0026#39;s Advertising Law, E-commerce Law, and Administrative Measures for Online Performance Business Activities. According to Article 38 of the \u0026quot;Advertising Law\u0026quot;, \u0026quot;Advertising spokespersons recommend or certify goods and services in advertisements, which shall be based on facts and comply with the provisions of this Law and relevant laws and administrative regulations, and shall not be used for unused goods or services. Unaccepted services shall be recommended and certified.\u0026quot;, the anchor should personally use the products recommended by him or accept the services recommended by him before the live broadcast. Also, not all products can be advertised on live broadcasts. According to relevant laws and regulations, medical treatment, medicine, medical equipment, and health food shall not hire spokespersons for promotion, nor hire anchors to bring goods. If the above-mentioned products appear in the live broadcast with goods, the anchor with goods has violated the provisions of the \u0026quot;Advertising Law\u0026quot; and may be subject to administrative penalties.\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003eIf the anchor sells the products that he/she manages in the live broadcast, he is also the producer and seller of the product and needs to assume the same obligations as the general producer and seller.\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003e4. Consumers\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003eConsumers watch e-commerce live broadcasts generally to learn about the detailed information of a certain product and the preferential information of merchants\u0026#39; activities. The panic buying atmosphere, sociality and interaction in the live broadcast are also the reasons why many consumers choose live broadcast e-commerce shopping. However, in the live broadcast, consumers are easily affected by the propaganda of the anchor and the atmosphere of panic buying, which leads to impulsive consumption. For example, on April 2 this year, Wei Ya live broadcasted a house sale (buying rights coupons), and more than 700 pieces were sold in the live broadcast event, but it was sold seven days later. More than half of consumers opted for a refund.\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003eIn addition to maintaining rational consumption, consumers can actively protect their rights by negotiating or complaining to live broadcast platforms and consumer associations when they encounter quality problems when purchasing goods or services. If negotiation and complaints cannot solve the problem, consumers should protect their rights and interests through legal means.\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003eAccording to Article 44 of the Consumer Rights Protection Law, if a consumer purchases goods or receives services through an online trading platform, and the online trading platform provider cannot provide the real name, address and valid contact information of the seller or service provider, the consumer may Claim compensation from the online trading platform provider. Where an online trading platform provider clearly knows or should have known that a seller or service provider uses its platform to infringe upon the legitimate rights and interests of consumers, and fails to take necessary measures, it shall be jointly and severally liable with the seller or service provider in accordance with the law.\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003eIt can be seen that the e-commerce platform is obliged to provide the consumers who protect their rights with information such as the real name or name, address and valid contact information of the counterfeit seller. In addition, Article 31 of the E-commerce Law stipulates that the operators of e-commerce platforms shall record and save the information on goods and services and transaction information published on the platform for not less than three years, and ensure the integrity and availability of the information. It can be seen that the e-commerce platform is also obliged to preserve complete and valid transaction information in accordance with the law. If it fails to provide the above-mentioned transaction information records when consumers need to protect their rights, they will bear corresponding legal responsibilities.\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003eWhen consumers defend their rights, they should obtain the real information of the seller by contacting the e-commerce platform to lock the defendant. If the e-commerce platform cannot provide seller information, consumers can claim compensation from the e-commerce platform as a defendant.\u003c/span\u003e\u003c/p\u003e\r\n\r\n\u003cp\u003e\u003cspan style=\"font-size:16px;\"\u003eThe legal issues of live e-commerce are not limited to this.\u003c/span\u003e\u003c/p\u003e\r\n","_type":"继来法视界","position":6,"created_at":"2020-09-27T19:02:50.039+08:00","updated_at":"2020-12-09T15:20:00.000+08:00","pv":19179,"abstract_zh":"2016年淘宝直播上线，同年6月10日，网络红人张大奕开通了淘宝直播间，当天的直播观看人数超过41万，点赞超过100万，截至晚上10点店铺成交额近2000万，刷新了由淘宝直播间向店铺进行销售引导的销售记录。其后，薇娅、李佳琦等直播带货更是持续火爆。据统计，2019年我国直播电商市场规模已达4338亿元，因此2019年也被称为“直播电商元年”。2020年，受疫情影响，电商直播行业更是逆势上涨，普通民众、电商主播，甚至县长、市长纷纷为本地滞销特产直播“带货”。2020年4月1日，前锤子手机公司CEO罗永浩在抖音开播首秀，交出了累计4800万观看人次、1.1亿元交易总额的成绩。而在同一时间，薇娅直播卖航天科工火箭技术有限公司生产的火箭，单价高达4000万。","abstract_en":"In 2016, Taobao Live was launched. On June 10 of the same year, Internet celebrity Zhang Dayi opened a Taobao live broadcast room. The number of live broadcast viewers on that day exceeded 410,000, and the number of likes exceeded 1 million. As of 10 p.m., the store turnover was nearly 20 million. The sales records guided by the Taobao live broadcast room to the store. Since then, live broadcasts such as Wei Ya and Li Jiaqi have continued to be popular. According to statistics, the scale of my country's live broadcast e-commerce market in 2019 has reached 433.8 billion yuan, so 2019 is also known as the \"first year of live broadcast e-commerce\". In 2020, affected by the epidemic, the e-commerce live broadcast industry has risen against the trend. Ordinary people, e-commerce anchors, and even county magistrates and mayors have “bring goods” for local unsalable specialties. On April 1, 2020, Luo Yonghao, the former CEO of Hammer Mobile Company, made his debut on Douyin, handing over a total of 48 million viewers and a total transaction value of 110 million yuan. At the same time, Wei Ya sold rockets produced by Aerospace Science and Industry Rocket Technology Co., Ltd. with a unit price of up to 40 million.","link":""}