Practical Challenges and Institutional Improvement of Consumer Rights Protection in Livestream Marketing
网络直播营销中消费者权益保护的现实困境与制度完善

摘要

网络直播营销通过实时互动、场景展示和流量聚合提高了网络交易效率，也带来虚假宣传、主体身份 模糊、商品质量失控和消费维权困难等问题。现行消费者权益保护规则、网络消费司法解释及直播电商专项 监管制度已经逐步明确商家、直播间运营者、主播和平台的法律责任，但实践中仍存在责任性质判断不一、 平台治理滞后及消费者举证能力不足等情况。应以交易外观和实际经营行为确定责任主体，强化直播信息真 实性审查和平台全过程治理，完善直播记录保存、证据提供及纠纷处理机制，形成与直播营销运行特点相适 应的消费者权益保护体系。

Abstract

 Livestream marketing improves the efficiency of online transactions through real-time interaction, scenario based product presentation, and traffic aggregation, but it also gives rise to problems such as false advertising, ambiguous identification of responsible parties, inadequate control over product quality, and difficulties in consumer rights protection. Existing rules on consumer rights protection, judicial interpretations concerning online consumption, and special regulatory measures for livestream e-commerce have gradually clarified the legal responsibilities of merchants, livestream operators, streamers, and platforms. In practice, however, inconsistencies remain in determining the nature of liability, platform governance may lag behind business developments, and consumers often face limited capacity to produce evidence. Responsible parties should be identified on the basis of transaction appearance and actual business conduct, while review of the authenticity of livestream information and whole-process platform governance should be strengthened. Mechanisms for preserving livestream records, providing evidence, and resolving disputes should also be improved to establish a consumer rights protection system suited to the operational characteristics of livestream marketing.