| At present,the role of live streaming with goods in promoting China’s economy is significantly enhanced,which also changes the sales mode of traditional enterprises,and also plays a certain role in promoting the system upgrading of industrial chains in various industries.In particular,the window period brought by COVID-19 has made the business scale of live streaming and the number of operators reach a relative peak.Live streaming with goods has begun to transform from the bud to the growth period,developing towards the direction of scale and industrialization.Of course,with the influx of capital,the scale of commodity sales is increasing day by day.Various contradictions in the transition period are also further highlighted,which is bound to require the timely adjustment within the industry and the follow-up of relevant external regulatory measures.The identification of legal relations and legal responsibility in the live broadcasting chain will become a prominent problem restricting the development of live broadcasting economy.Especially under the guidance of the requirements of economic cycle,how to adjust the enterprise,with goods anchor and consumers,form a win situation,better economic and social services,is the need to solve the first problem,improve the system construction and legal construction,create a healthy mode of economic development,is the most worthy of stage exploration.And the most prominent also need to clear,is with anchor identity problem,only clear this,to further explore whether it is applicable to the e-commerce law,advertising law,consumer rights protection law and other related legal issues,to promote anchor relevant legislation timely and perfect.The main purpose of this article is to evaluate the legal status of network anchors,explain the relevant legal relations and the legal consequences of the violation of the corresponding obligations,and put forward relevant improvement suggestions to promote the effective formulation of relevant legislation and regulatory measures.This article is divided into five parts:The first chapter introduction section details the concept and classification annotation of network broadcast anchors,expounds its role,especially according to its different characteristics,recognize the particularity of its different from offline and other anchors,so as to clearly identify its identity positioning.Chapter Ⅱ In the sorting part of the legal relationship of anchors in online live broadcast with goods,the legal relationship with merchants,consumers and live broadcast with goods agencies is elaborated according to their different identity positioning.The main position of live broadcasting anchors at the present stage is analyzed from multiple angles.Chapter Ⅲ In the legal obligation analysis of anchors in online live broadcast with goods,on the basis of the second classification,explain the obligations and responsibilities in the process of live broadcast with goods,that is,the responsibilities of commodity audit and truthful publicity.From the existing problems,they should discuss the obligations in detail.Chapter Ⅳ Network broadcast with goods anchor legal responsibility form part,according to the many problems in the current society,for the goods host did not perform or complete the conflict of interest,and its directly violate the interests of other parties,points out that according to the present stage of laws and regulations can take dispute solutions and laws and regulations exist loopholes.Chapter Ⅴ Improve the suggestions on the identification of the legal responsibility of anchors in the network live broadcast goods,draw lessons from the relevant provisions of American laws on the problem of live broadcast goods,and put forward their own views on the blank problems existing in China’s laws.Try to solve the problems existing in the current live broadcasting ecology,promote the reasonable and legal operation of live broadcasting ecology,and coordinate all parties to operate under the rule of law. |
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