Research On Legal Regulation Of "Live Commerce" From The Perspective Of Consumer’s Right To Know Protection

The Internet’s mushroom growth provides a hotbed for the rise of live delivery.This new form of online shopping is accepted and respected by consumers for its efficient and convenient characteristics.As a new commodity promotion and sales mode based on traditional e-commerce platform and live commerce technology,it has expanded the channels of commodity sales during the epidemic period,not only boosting the growth of consumer economy,but also reflecting the determination of China’s innovative trading mode to boost the victory of poverty alleviation.From the vertical comparison of the development of consumers’ right to know,we can see that in the development from traditional shopping to online shopping,the connotation of consumers’ right to learn the truth is expanded,and the information disclosure responsibility of the platform is also included.In the background of live commerce,the status of the anchor and its obligations have changed.There are three modes to classify and interpret the content of consumers’ right to know.What can’t be ignored is that the problems of live commercing are constantly exposed with the rapid development,the relevant legislation and legal provisions are insufficient,the relatively lack of platform supervision problems,network false advertising,traffic fraud,exaggerated publicity and other market chaos,the lack of protection of commodity quality,no one can deny the fact that the problem of consumers are difficult to protect their rights cannot be ignored.All these not only have a negative impact on the healthy development of the live broadcasting industry,but also are quite different from the original intention of protecting consumers’ right to know in China.This paper focuses on the guarantee of consumers’ right to learn the truth in the live commerce,and analyzes the regulation and deficiency of the protection of consumers’ right to know in the context of the prosperity of the Internet trading market.First of all,by using the method of data induction and comparative research,this paper summarizes the disputes and rights protection problems in live commerce from data,hot events and case analysis,and summarizes the problems of commodity quality,false publicity,operator fraud and data fraud in live commerce in China through comparative data This paper summarizes the reasons for the lack of protection of consumers’ right to know.Secondly,this paper discusses the current laws related to live broadcasting and online shopping,summarizes the loopholes such as the lack of relevant laws and regulations and poor legislative practice in China,summarizes the experience of ensuring consumers’ right to learn the truth in the United States and so on,and puts forward some effective legislative suggestions on improving consumers’ right to know.Finally,from the improvement of the "Consumer Rights Protection Law",the establishment of normative documents for "live delivery of goods",and the regulation of the three dimensions of technical enforcement and supervision of live delivery of goods,fundamentally control consumers in the live shopping link China may encounter the problem of damage to the right to know,and strive to create a safe and efficient live delivery environment to promote the development of the country’s new e-commerce transaction model.