直播带货“翻车”事件中主播的法律责任
Legal Responsibility of the Anchor in the “Rollover” Event of Live Broadcast Marketing

随着互联网技术的不断创新发展，诞生了许多新型的商业模式和销售模式，其中较为著名的便是直播带货。当前对直播带货模式划分的主流观点是分为自营式直播带货与助营式直播带货，通常在自营式直播带货中主播具有经营者和广告主的法律身份，应当保证其商品和服务的质量符合法律规定，同时对商品和服务造成的损害结果承担赔偿责任；在助营式带货直播中主播则可能具有广告经营者、发布者、代言人或者MCN机构劳动者的法律身份，不得作虚假或引人误解的宣传，并且作为广告代言人时应当对虚假宣传所造成的损害结果承担连带赔偿责任。
With the continuous innovation and development of Internet technology, many new business models and sales models have been born, among which the most famous is live streaming. At present, the mainstream view on the classification of live streaming models is to divide into self-operated live streaming and assisted live streaming, in which the anchor has the legal status of an operator and an advertiser, and should ensure that the quality of its goods and services complies with the law, and at the same time bear the liability for the damage caused by the goods and services; In the case of a live broadcast with goods, the anchor may have the legal status of an advertising agent, publisher, spokesperson, or employee of an MCN organization, and shall not make false or misleading publicity, and shall be jointly and severally liable for damages caused by false publicity when acting as an advertising spokesperson.