Research On The Legal Protection Of Consumers’ Rights And Interests In The Field Of Live-streaming Sales

Under the background of the sluggish operation of the overall market economy,with the help of digital economy rapid development,live-streaming sales have been emerged in many mobile payment fields.Live-streaming sales involves multiple actors,with the advantages of real-time,interactive and two-way,which can help consumers understand goods comprehensively,systematically and vividly.It not only plays a vital role in improving the sense of consumption experience,but also can stimulate economic growth.It has gradually developed into one of the most popular new marketing methods in China.However,at the same time of its rapid development,due to the imperfection of the legal system,the lag of legal content and regulations and the loopholes in the field of supervision,there are many chaos,including that manifested in the unclear role orientation of all parties,the unclear division of responsibility,and the mutual prevarication of responsibility with the result of the difficulty of consumer rights protection;the spontaneity and other characteristics of the market economy urge businesses to sell "three noes" products or fake and shoddy goods,and bad businesses issue false publicity slogans and false advertisements to mislead consumers into impulsive consumption.Personal information is leaked or abused in the process of consumption,The convenience of obtaining information on the platform and the incompleteness of consumers’ understanding of product information leading to the difficulty of consumers in providing evidence;complex rights protection process and high cost;The lag of legal content leads to the lack of pertinence and enforceability in the application,which seriously interferes with the normal operation of market economy.In view of these problems,from the perspective of consumer rights protection,we should pay attention to clarifying the legal identity of the anchor with goods and the legal responsibilities of all parties,clarify the regulatory obligations of the live broadcasting platform,establish and improve the credit evaluation mechanism,establish the sharing mechanism of reporting information with the help of the Internet,improve the path of consumer rights protection and reduce the cost of rights protection.At the same time,we will strengthen the government supervision,improve supervision,pay attention to industry self-discipline and promote internal management,so as to effectively cooperate with external supervision and internal self-discipline.We need to improve the administrative implementation rules,give play to the two-way cooperation mechanism between government supervision and self-discipline management of industry associations,and combine the actual development needs to promote the prosperity and development of the market economy,in order to improve the consumer rights protection system and mechanism.