Study On The Legal Regulation Of Live Goods

As a new mode of e-commerce transactions,"live delivery" has become one of the important ways of E-commerce transactions in China.Many countries pay attention to and draw lessons from the beneficial practice of China’s supervision of live delivery.However,there are still some problems in the actual supervision of live streaming cargo in China due to the legal regulation research on live streaming cargo has not yet formed a complete system,and the characteristics of live streaming cargo itself,and there is still a certain gap from the "ideal environment".Therefore,it is urgent to analyze the realistic difficulties of live streaming and find the root causes of the problems.Combined with the excellent experience of live streaming and cargo both at home and abroad,corresponding improvement strategies are put forward to ensure the establishment of a good development environment for live streaming and cargo industry.On the basis of sorting out the legal provisions related to the contents of live broadcast carrying goods,this paper discusses the following five aspects.The first part is the introduction.This part firstly introduces the origin and value of this research topic.Secondly,the existing domestic and foreign research literatures related to the field of live streaming goods are systematically sorted out to provide a certain academic foundation for the study of this paper.Thirdly,briefly introduce the research methods used in this paper,including literature research method,comparative analysis method,empirical research method;Finally,the paper expounds the innovation points in the research Angle and system construction.The second part is an overview of legal issues related to live delivery.First of all,starting from the concept and characteristics of live broadcasting with goods,it is clear that the legal nature of live broadcasting with goods is advertising endorsement,and the legal relationship between consumers,network broadcasting platforms,e-commerce platforms,merchants,network anchors and MCN institutions is clarified.Secondly,it points out that there are problems such as false publicity data falsification,inferior product quality and consumer rights protection difficulties.The third part is the analysis of the current situation of the legal regulation of live broadcasting in China.On the one hand,the status quo of China’s legal regulationson live broadcast delivery from the perspectives of live broadcast platforms,host broadcasters,ecommerce platforms and producers is expounded.On the other hand,someshortcomings of the current legal regulations on live broadcast delivery are pointed out.It mainly includes the lack of special legislation for the live broadcast industry,the traditional supervision model is difficult to adapt to the live broadcast marketing industry,the self-regulatory mechanism of the live broadcast delivery industry is not perfect,and the consumer after-sale rights protection mechanism is not perfect.The fourth part is about the mature regulations and experience of representative countries outside the region on the legal regulation of live delivery.By analyzing the current situation of legal regulation of foreign e-commerce platforms,advertising spokespersons and online live broadcasting platforms,we can learn from it that China can improve the means of technical supervision,implement comprehensive prior review system,and pay attention to the role of industry associations in self-regulation to curb th harm caused by various disputes.The fifth part is to put forward suggestions to improve the legal regulation of live broadcasting.In the aspect of legislation,suggestions are put forward to improve theindustry regulation system of live streaming goods;in the aspect of law enforcement,suggestions are put forward to optimize the supervision of government functional departments and improve the industry self-discipline system;in the aspect of justice,suggestions are put forward to play the function of consumer public interest litigation.It is expected that through the construction of a perfect legal system of live streaming withgoods,reduce legal disputes of live streaming with goods and standardize the behaviorof live streaming with goods.