网络直播中带货主播法律责任与义务研究——以消费者保护为视角
A Study on the Legal Liability and Obligations of Sales Hosts in Online Live Streaming—From the Perspective of Consumer Protection

近年来，网络直播带货作为一种直播 电商的新型商品销售模式，成为电子商务新的消费经济增长点。但伴随着直播带货的蓬勃发展，其中存在的问题也日益显露，存在诸多主播素质参差不齐、消费者权益维权困难、主播法律身份及义务不明等问题。但是主播无论基于何种法律身份都存在如实宣传和协助消费者维权售后的义务，此外主播具有不同身份也承担不同责任，在自营模式下，主播承担披露商品真实信息的义务。在他营模式下，主播具有明确的告知义务和审查义务。在明确主播的法律义务后，对消费者的权益保护还要建立起带货主播的准入门槛，设置带货主播黑名单，而且针对主播的不同身份理清其背后的法律责任，进一步完善主播先行赔付制度，同时优化消费者公益诉讼模式，更好地维护消费者权益，破解消费者在网络直播消费的维权难题。
In recent years, online live streaming sales, as a new sales model combining live streaming and e-commerce, have become a new growth point for the consumer economy in e-commerce. But with the booming development of live streaming sales, the problems that exist are increasingly exposed, such as uneven quality of anchors, difficulties in protecting consumer rights, unclear legal identity and obligations of anchors, and so on. However, regardless of their legal identity, anchors have the obligation to truthfully promote and assist consumers in safeguarding their rights and after-sales service. In addition, anchors have different identities and responsibilities. In a self operated model, anchors have the obligation to disclose the true information of products. In the other camp mode, the anchor has a clear obligation to inform and review. After clarifying the legal obligations of anchors, it is necessary to establish entry barriers for e-commerce anchors, set up blacklists for e- commerce anchors, clarify the legal responsibilities behind the different identities of anchors, further improve the system of anchor compensation in advance, optimize the consumer public interest litigation model, better safeguard consumer rights, and solve the problem of consumer rights protection in online live streaming consumption.