网络直播营销中的消费者权益保护
Protection of Consumer Rights in Online Live Streaming Marketing

互联网的快速发展及移动终端用户的持续增长给网络直播营销行业的发展推波助澜。网络直播营销作为一种新兴的购物模式，与传统的购物模式相比，具有实时互动、场景化展示等特点，显著提升了消费者的购物体验。网络直播营销的高速发展过程中也产生了一系列的问题，尤其是在消费者权益保护方面。本文以网络直播营销中的消费者权益保护为研究对象，通过分析虚假宣传、责任主体模糊、维权成本高等问题，结合《消费者权益保护法》《电子商务法》在适用中的局限性。采用案例分析及比较的方法提出平台责任、强化主播审查义务、优化维权机制等法律路径。通过细化现行法律、技术监管、消费者教育同步进行，以平衡发展与权益的保护。本文为网络直播营销的规范化提供理论支持，促进网络营销领域建设。
The rapid development of the internet and the continuous growth of mobile users have fueled the expansion of live-streaming marketing. As an emerging shopping model, it offers real-time interaction and scenario-based displays, significantly enhancing the consumer experience. However, its rapid growth has also led to various issues, particularly in consumer rights protection. This study examines consumer rights in live-streaming marketing, analyzing key problems such as false advertising, ambiguous liability, and high costs of rights protection, while also addressing the limitations of existing laws like the Consumer Rights Protection Law and E-Commerce Law. Through case studies and comparative analysis, it proposes legal solutions, including strengthening platform accountability, enhancing host vetting mechanisms, and optimizing dispute resolution channels. By refining legal frameworks, improving technical supervision, and promoting consumer education, this research aims to balance industry growth with effective rights protection. The findings provide theoretical support for standardizing live-streaming marketing practices and fostering sustainable development in the field.