Research on Legal Supervision Issues and Countermeasures in the E-Commerce Live Broadcast Industry

近年来，电商直播凭借其互动性强、转化率高的特点，迅速成为我国数字经济的重要组成部分。当前的电商直播行业乱象丛生，法律框架的碎片化规则支撑不起复杂的电商直播行业，虽然国家的执法力度在加大，《广告法》《电子商务法》等现有法律框架也对部分问题有所约束，但行业仍面临法律体系碎片化、主体责任划分不清、监管机制滞后以及消费者维权困难等挑战。本文结合当前监管政策动向与典型案例，提出了相对应的建议，分别是构建体系化的专门法律框架，明确责任主体与行为规范、优化整合监管机构以及全程保障消费者权益。In recent years, e-commerce live broadcast has quickly become an important part of China’s digital economy with its strong interactivity and high conversion rate. The current e-commerce live broadcast industry is chaotic and reborn. The fragmented rules of the legal framework cannot support the complex e-commerce live broadcast industry. Although the country’s law enforcement is increasing, the existing legal frameworks such as the Advertising Law and the E-commerce Law are also constrained by some problems, the industry still faces the fragmentation of the legal system and the main responsibility. Challenges such as unclear division, lagging regulatory mechanism and difficulties in consumer protection. This article combines the current regulatory policy trends and typical cases, and puts forward corresponding suggestions, namely, to build a systematic special legal framework, clarify the responsible subject and code of conduct, optimize and integrate the regulatory authorities, and protect the rights and interests of consumers throughout the whole process.