网络直播带货的法律问题规制研究
Research on the Legal Regulation of Live-Streaming E-Commerce

网络直播带货作为一种新兴商业模式，凭借其互动性、即时性和低门槛等特点迅速崛起，但随之而来的法律问题也日益凸显。知识产权侵权、虚假宣传以及主播偷逃税的问题普遍存在。部分直播带货的主播以及背后的商家违背商业道德虚假宣传或者冒用他人商标等行为损害他人的合法权益同时也破坏直播带货的正常交易秩序。基于此本文结合网络直播带货的商业模式特征和行业现状，系统分析了其涉及的知识产权侵权、虚假宣传及税务法律问题，并探讨了当前法律规制面临的证据固定难、裁判标准不一、主体责任划分不明确等困境。最后，提出通过创新技术监管变更证据留存机制和变更举证责任分配、细化法律规范统一裁判标准、以及明确主体责任划分的解决路径，希望为网络直播带货的规范化建设提供参考。
As a new business model, live-streaming e-commerce has rapidly emerged due to its interactivity, real-time engagement, and low entry barriers. However, it has also given rise to increasingly prominent legal issues. The most prevalent problems include intellectual property infringement and consumer fraud involving false advertising. Certain live-streaming hosts and their affiliated merchants engage in unethical commercial practices, such as deceptive promotions or unauthorized use of others’ trademarks, which infringe upon legitimate rights and disrupt the normal transactional order of live-streaming e-commerce. Against this backdrop, this paper systematically analyzes the legal challenges posed by intellectual property infringement and false advertising, grounded in the business model characteristics and current industry landscape of live-streaming e-commerce. It further explores the regulatory dilemmas faced by existing legal frameworks, such as difficulties in evidence preservation, inconsistent judicial standards, and ambiguous delineation of liability among stakeholders. Finally, the paper proposes solutions, including improving legislation, innovating technical oversight mechanisms, reforming the burden of proof principles, and enhancing legal education. These recommendations aim to provide a reference for constructing a standardized legal system for live-streaming e-commerce, fostering a fair and sustainable industry environment.