Legal Issues Relating To Consumer Protection In Live Banding

The "live with goods" is a new sales channel in the Internet economy,and the "live with goods" adds vitality and market momentum to product sales under the perfect integration of product sales and Internet technology,but the "live with goods However,the characteristics of "live with goods" itself inevitably bring some problems.Among them,the most notable is the infringement of the legitimate rights and interests of consumers.Although the relevant authorities in China have successively issued some normative documents and industry association self-regulatory conventions,there are still big loopholes in consumer rights protection.In this paper,based on the background,significance and current situation of "live streaming with goods",we study the problems related to the protection of consumers’ rights and interests,and put forward the suggestions to improve the "live streaming with goods" in China on the basis of the relevant experience in foreign countries.The article is divided into five parts.The article is divided into five parts,and the main contents are as follows.In the first part,the concept,development status and mode of"live streaming" are discussed."It is characterized by the intuitiveness,interactivity and experience of offline sales and the convenience and cheapness of traditional online sales.Therefore,the "live-streaming with goods" mode is easy for users to form path dependence,which in turn promotes the prosperous development of the "live-streaming with goods"mode.In the second part,we analyze the existing problems of consumer rights and interests protection in "live streaming".There are problems such as unclear distribution of responsibilities among many participating parties of "live streaming with goods",after-sale anchor operators pushing each other,unregulated links to live goods,off-site transaction disputes between anchors and consumers,and unregulated links to live goods,etc.If these problems are not improved for a long time,they will seriously affect the normal transaction order and stable development of the industry.The third part,dissected the causes of the "live with goods"consumer rights protection problems.Issues are divided into three levels:legal,regulatory and consumer advocacy.The reasons include the fragmentation of basic laws,the complex distribution of responsibilities among participating parties,the lack of supervision,the inadequacy of the legal regulatory system,the low entry threshold,the lax supervision of platforms,the lack of full play of industry power,the lack of government supervision,the lack of full use of consumer power,and the lack of open channels for the protection of rights,which will be analyzed one by one.In the fourth part,we will review the experience of consumer protection legislation in the United States,Korea,Germany and Japan.This paper will analyze the reasons for the underutilization of consumer rights protection.Some foreign legislative experiences on consumer rights protection,such as public interest litigation,consumer regret right system,and overall legal regulation of foreign TV shopping,can bring reference and reflection to China’s live banding system.Put forward relevant system construction opinions.We propose to clarify the distribution of responsibilities of relevant subjects,build a government-led multi-party regulatory system,and smooth the way for consumers to defend their rights,hoping to smooth the way for consumers to defend their rights and help them to quickly defend their rights,so as to improve the system of live streaming.