Research On Legal Issues For Administrative Supervision Of Live Streaming Ecommerce

Compared with the traditional marketing mode,live streaming ecommerce makes full use of the characteristics of convenient information transmission and rapid gathering of communities in the Internet.Once launched,it has become a new highlight of the growth of Chinese network consumption.However,any emerging industry is bound to face the risk of disordered expansion in the early stage of its rapid development,and live streaming ecommerce is no exception.In practice,illegal chaos such as false publicity frequently occurs in this industry,which seriously affects the competitive interests of other operators and the legitimate rights and interests of consumers,and destroys the market order of network broadcast marketing industry.Therefore,how to reasonably guide and supervise the network broadcast marketing industry has become an urgent problem to be solved.In recent years,the government has made certain achievements in the supervision of the live streaming ecommerce industry,but generally speaking,it is still in the initial stage of exploration,and the construction of relevant legal systems is not perfect.The multi-subject,hidden and technical characteristics of live streaming ecommerce also bring great challenges to the law enforcement work of the regulatory authorities.Therefore,in the context of the current prosperity of digital economy and the continuous advancement of the modernization of national governance system and governance capacity,it is necessary to research from the perspective of administrative supervision in order to reduce the negative effects brought by live network marketing.Based on this background,this paper focuses on the following contents: First,the relevant concepts and legal attributes of network broadcast marketing and its administrative supervision are defined and explained,and supplemented by the theories and principles of administrative supervision in this field,providing theoretical support and direction for the research of this paper.Secondly,from the perspective of legislation and law enforcement,the current situation of administrative supervision of live network marketing in China is investigated,and the main problems at the legislative level are as follows: the mixed legal system of network broadcast marketing,the low threshold of market access for live broadcast marketing personnel,and the insufficient regulatory legislation for MCN.The problems at the law enforcement level are mainly reflected in the following aspects: prominent law enforcement problems,excessive reliance on campaign-style law enforcement,insufficient attention to the credit supervision mechanism.Finally,guided by the above problems and drawing on the innovation experience of some domestic cities,targeted countermeasures are proposed from the two aspects of improving the administrative supervision legislation of network broadcast marketing and strengthening the administrative supervision and law enforcement of network broadcast marketing,so as to improve the top-level design of administrative supervision and law enforcement of network broadcast marketing and strengthen administrative supervision and law enforcement of live streaming ecommerce.