Research On The Protection Of Consumer Rights And Interests In Livestreaming Marketing

In the context of the development of the Internet,livestreaming marketing has become standard for e-commerce.Especially due to the impact of the epidemic,offline sales have been hindered.Many enterprises and merchants have joined the ranks of livestreaming marketing,and the range of products has rapidly expanded to various fields,the role of anchors are also more diverse.However,while livestreaming marketing is creating a "sales miracle",false advertising,incorrect goods and other chaos frequently appear.These behaviors seriously violate the legitimate rights and interests of consumers and disrupt the market order.Although Law of the People’s Republic of China on the Protection of Consumer Rights and Interests,Advertising Law,Product Quality Law and other laws have made some legal provisions for the protection of consumer rights and interests,the existing legal regulations cannot fully adapt to the new format of livestreaming marketing.Therefore,it is of far-reaching significance to study the issue of consumer rights protection in the livestreaming marketing,and put forward suggestions for improving the protection of consumer rights and interests in the livestreaming marketing.The violations of consumer rights and interests in livestreaming marketing can be summarized as false advertising,low product quality,inducing off-site transactions,misleading consumers by using dedicated sales links,and poor after-sales service.These actions violate consumers’ rights to information,safety,fair trade and the right to claim compensation.By sorting and analyzing the current situation of consumer rights protection in livestreaming marketing,it can be seen that the protection of consumer rights in livestreaming marketing has the following deficiencies: unclear division of responsibilities among the main bodies of livestreaming marketing,the insufficiency of the current regulatory mechanism,the lack of smooth consumer rights protection channels,and the lack of rational guidance in the livestreaming marketing.For these problems,The protection of consumer rights and interests should be better achieved by clarifying the legal status and legal responsibilities of the subject of livestreaming marketing,building a strict and efficient supervision system,establishing a systematic rights protection system,and strengthening rational guidance for the subjects of livestreaming marketing.