Study On The Supervision Mechanism Of Live Streaming E-commerce

Live streaming e-commerce is a business activity that sells goods or services in the form of live streaming,and as an emerging format,it has the characteristics of subject diversity,real-time interaction,and traffic dependence.At the same time,its rapid development has also brought a series of problems,including low-quality anchors,false publicity,damage to consumer rights,infringement of intellectual property rights,infringement of personal information,etc.,which have brought great challenges to traditional administrative supervision.The current live streaming e-commerce supervision mechanism has problems such as unclear legal identity of the subject of supervision,difficulties in the application of regulatory basis,unclear boundaries of the power of regulatory entities,unscientific supervision methods,and difficulty in exerting practical results in multi-party co-governance.To improve the supervision mechanism of live streaming e-commerce,we should first clarify the legal identity of the subject of supervision and the legal application of the regulatory basis,and on this basis,further improve the regulatory efficiency by optimizing the allocation of regulatory power and improving the supervision method and pulling multiple forces to promote co-governance supervision.Specifically,operable positioning methods should be explored to clarify the legal identity of each supervision object,identify the anchor identity with the "core identity+corresponding scenario" standard,and determine the platform identity by distinguishing the type of platform.Existing regulations should also be supplemented and explained.The content of "Measures for the Administration of Live Streaming Marketing(for Trial Implementation)" should be refined to provide a more specific legal basis for the supervision of live streaming e-commerce.In addition,the scope of exercise of authority by the lead department and other cooperating departments should be clarified,efficient coordination and cooperation should be promoted,and a process-based intelligent supervision system of prior review-process control-post-supervision should be established,while government departments should also strengthen communication and guidance with platforms and industry associations to form a social governance community for live streaming e-commerce.