On The Protection Of Consumers Rights And Interests Under The Mode Of Live-broadcast Carrying Goods

In the era of intelligence,people’s innovative thinking has also been widely disseminated,and the marketing methods for commodity trade are also unconventional and increasingly diversified,and a variety of new product sales forms are constantly emerging.Due to the stay-at-home economy brought about by the new crown epidemic,the gradual popularization of 5G,and the high audience rate of short videos,the new business marketing method of live broadcast and delivery has come into people’s eyes.Live-streaming with goods refers to a transaction method in which network anchors explain and try out products online by means of live-streaming on the online platform,and interact with users who watch the live-streaming to display products for sale.Users who enter the live broadcast room can see the products displayed by the host,so as to select their favorite products and click the link to buy them.With the rise and continuous development of the live broadcast industry,some players in the entertainment industry have gradually joined in,and more and more consumers have begun to watch live broadcasts,and anchors have begun to introduce products in the live broadcast room and recommend users to purchase.And then evolved this latest strategy of Internet marketing,and integrates the advertising industry chain and the e-commerce industry chain.The live broadcast marketing model has become more and more common due to its low transaction costs,high-rating entertainment,and the context of the new crown epidemic.In recent years,a number of regulatory authorities have jointly formulated a series of normative documents to regulate the behavior of platform operators,anchors and other entities in the trading activities of the live streaming industry.However,the effectiveness of departmental regulations is weak and not enough to deter relevant subjects.In addition,the current legal norms have problems such as lag in supervision and strong dispersion of supervision theory,which are not in line with the development of the live broadcast delivery industry and the need to comprehensively protect the rights and interests of consumers.In order to ensure the long-term healthy development of the live broadcast industry and the reasonable protection of the rights and interests of consumers,it is necessary to strengthen the system construction of the protection of the rights and interests of consumers,and at the same time perfect the supervision measures of the live broadcast industry.Therefore,after removing the introduction and conclusion,this paper mainly studies the protection of consumer rights and interests in live broadcast delivery from the following parts.The first part is an elaboration of the basic theory of live streaming and consumer rights protection.To study the problems of infringing on the legitimate rights and interests of consumers in the live broadcast delivery industry,we must first analyze the meaning,characteristics and main modes of live broadcast delivery.While bringing convenience to people,it also brings problems such as blurred and weak qualitative boundaries of subject liability and complicated transaction relationships.Therefore,this paper further analyzes the legal relationship between the qualitative subject liability and its existence in live broadcast delivery.The second part introduces the behavior of infringing consumer rights and interests in live streaming and the main reasons for the problems.First of all,due to the intelligence and diversification of goods and services in the live streaming industry and the unbalanced acquisition of commodity information,consumers are in a weak position in transactions,and there are still behaviors that violate consumers’ right to know,security and other legitimate rights and interests.Then,this paper deeply analyzes the problems and reasons of consumer rights protection.The main reasons for the existence of counterfeit and shoddy products,traffic fraud,and false propaganda in the live-streaming delivery industry are the imperfect legal norms,the lack of targeted and relatively lagging regulatory measures,and the small scope of information disclosure,etc.,and the penalties are not deterrent,leading to violations.The behavior of consumers’ legitimate rights and interests has intensified.The third part puts forward suggestions for improving the protection of consumer rights and interests in live streaming.Proceeding from the reality of our country,suggestions are given in terms of promoting multi-party supervision,strengthening industry self-discipline,building a consumer rights protection system,and improving information disclosure.In terms of legal supervision,while improving laws and regulations,give full play to the supervisory role of administrative organs and platform operators,and cooperate with various parties to form a joint force;in terms of industry self-discipline system,it is necessary to strengthen the control of product quality in live broadcast rooms and establish a nationwide Industry associations self-solve and digest behaviors that violate consumer rights and interests in the live-streaming and delivery industry;in terms of consumer rights protection,reduce blind consumer protection standards,innovate responsibility allocation,and increase protection of consumer information and property safety;improve disclosure In terms of system,expand the scope of the main body and strengthen the responsibility for violations.Through the above aspects,I put forward my own proposals for improving the consumer rights protection system,hoping to escort the sound development of the live broadcast delivery industry and contribute to the protection and supervision of consumer rights and interests.