论直播营销平台法律义务研究
Research on the Legal Obligation of Live Marketing Platform

自2020年以来，直播带货这种新兴的营销模式成为网络消费的主力军，但是随着其规模不断发展壮大，在直播带货中发生的侵权行为也日益频繁，直播营销平台应履行哪些法律义务作为消费者及广大网络用户关注的重点。本文从直播带货必不可少的依托即直播营销平台角度，从直播营销平台的概念、特征、运营模式展开研究，梳理出在现行的法律法规及司法解释下，直播营销平台应当承担何种法律义务，提出完善直播营销平台法律义务的建议以及对直播营销平台的监管处罚建议。我国的直播营销平台应当承担的法律义务有“安全保障义务”、“注意义务”、“资质审核义务”、“合理停止服务义务”。针对上述四种法律义务，立法者和执法者还应在“注意义务”、“审核义务”这两方面，对相关法律法规进一步完善和细化，对不依法履行相应法律义务的直播营销平台建立更为完善的监管处罚机制。
Since 2020, short video social live streaming platforms, such as Douyin and Kuaishou, and e-commerce live streaming platforms, such as Taobao and Jingdong, have rapidly set off the emerging marketing model of live streaming. However, with the continuous development and growth of the scale, infringement behaviors in live streaming have become increasingly frequent. What legal obligations live marketing platforms should fulfill should be the focus of attention of consumers and network users. From the perspective of live broadcast marketing platform, which is an indispensable support for live broadcast delivery, this paper studies the concept, characteristics and operation mode of live broadcast marketing platform, sorts out what legal obligations live broadcast marketing platform should undertake under the current laws, regulations and judicial interpretation, and puts forward suggestions on improving the legal obligations of live broadcast marketing platform and regulatory punishment suggestions on live broadcast marketing platform. The legal obligations that China’s live marketing platform should undertake are “security obligation”, “care obligation”, “qualification audit obligation”, “reasonable stop service obligation”. In view of the above four kinds of legal obligations, lawmakers and enforcers should further improve and refine relevant laws and regulations in the two aspects of “duty of care” and “audit obligation”, and establish a more perfect regulatory punishment mechanism for live marketing platforms that do not fulfill corresponding legal obligations according to law.