电子商务直播带货行为主体的法律规制
The Legal Regulation of the Main Body of E-Commerce Live Streaming for Product Promotion

电子商务直播带货作为一种新兴的商业营销模式，发展迅猛。然而，在其快速发展过程中也暴露出诸多法律问题，如虚假宣传、产品质量参差不齐、售后维权难等。对电子商务直播带货进行法律规制具有重要意义。它可以明确电子商务直播带货各参与方的法律责任，规范市场秩序，保护消费者合法权益。通过完善带货直播准入机制、加强监管力度、优化消费者维权通道，能够有效促进电子商务直播带货行业的健康、可持续发展。
As a new commercial marketing model, e-commerce live streaming for product promotion has developed rapidly. However, in the process of its rapid development, many legal problems have also been exposed, such as false publicity, uneven product quality, and difficult after-sales rights protection. It is of great significance to carry on the legal regulation of live streaming for product promotion. It can clarify the legal responsibilities of the participants in the live streaming for product promotion, regulate the market order, and protect the legitimate rights and interests of consumers. By improving the access mechanism for live delivery of goods, strengthening supervision, and optimizing the channels for consumer rights protection, it can effectively promote the healthy and sustainable development of the e-commerce live streaming for product promotion industry.