Research On The Legal Protection Of Consumer’s Right To Be Informed In Network Live Streaming Marketing

Since 2016,webcast marketing has entered the public eye,and our way of life has changed as a result.Compared with traditional online shopping,webcast marketing has realized the combination of webcast and online shopping,enabling consumers to achieve real-time interaction with the anchor,which has the characteristics of high interactivity and fun,and has become popular nationwide for a while.During the national fight against the epidemic,residents travel restrictions,webcast marketing is once a popular way to meet people’s shopping desires,and more and more people involved in live with the goods,the industry is growing at a rapid pace.In this process also gradually exposed a lot of problems,the network live marketing there are sales of counterfeit goods,false propaganda,set “special shot links”,traffic falsification,brush single and other illegal acts,so that the consumer’s right to know is difficult to protect.This paper uses literature research,inductive analysis,and comparative research methods to study the protection of consumer rights and interests in live web marketing,starting from consumers’ right to know.Firstly,we study the basic theory of consumers’ right to know under the webcast marketing mode,and we can divide the webcast marketing mode into self-owned mode,other mode and public welfare mode,and the webcast marketing has the characteristics of user stickiness,strong interactivity and entertainment compared with the traditional marketing mode.By analyzing the legal relationship of webcasting marketing,it is concluded that the webcasting marketing behavior overlaps,the webcasting marketing business subject is diversified,and the relationship involved in webcasting marketing is complex.This also determines that the protection of consumers’ right to know in webcasting requires an in-depth study of the many subjects and complex relationships in webcasting marketing.This paper adopts a comparative research method to compare the consumer’s right to know in webcast marketing with the traditional consumer’s right to know,and thus finds that the realization of the consumer’s right to know has changed,the scope of the consumer’s right to know has been expanded,and the subject of obligation is more complicated.Second,we summarize and analyze the main cases of infringement of consumers’ right to know in live web marketing,including incomplete information disclosure,worrying quality of goods,false propaganda,setting “special auction links”and traffic falsification,and analyze the legal responsibilities involved in the disputes.In addition to the actual infringement,consumers’ right to know in live web marketing also faces legal protection dilemmas,including poor applicability of legal regulations,unclear legal status of each participating subject,and unsound information disclosure system.Finally,we propose targeted suggestions for improvement,including improving the information disclosure system,clarifying the legal responsibilities of the subjects of live web marketing,and improving the remedies for consumers’ rights.