On the Legal Liability of Live Streaming E-Commerce Platforms in Product Promotion

网络直播带货作为新兴电商模式，在推动消费升级的同时，也因法律规制滞后而频发虚假宣传、商品质量侵权等问题。本文以直播平台的法律责任为核心，结合《电子商务法》《广告法》等法律框架，探讨平台在事前审查、事中监管与事后处置中的义务边界。通过分析典型案例，揭示现行法律对平台角色定位的模糊性以及责任认定的适用困境，指出直播平台兼具信息发布者与交易撮合者双重角色，需承担实质审查义务；而法律体系责任划分的缺失加剧了消费者维权难度，基于此，本文提出构建分级分类监管机制、强化技术赋能合规审查、引入专项保险赔付制度等优化路径，旨在平衡产业创新与消费者权益保护，推动形成法律约束，技术监管和行业自律协调的治理框架，为完善网络直播带货法律规制提供理论支持与实践参考。As an emerging e-commerce model, live-streaming sales have propelled the upgrade of consumption while also giving rise to frequent issues such as false advertising and product quality infringements due to the lag in legal regulation. Focusing on the legal liability of live-streaming platforms, this paper explores the obligations of platforms in pre-event review, mid-event supervision, and post-event handling within the legal framework of the “E-Commerce Law”, the “Advertising Law”, and other relevant regulations. By analyzing typical cases, this study reveals the ambiguity in the legal positioning of platforms and the challenges in liability determination under current laws. It points out that live-streaming platforms, acting as both information disseminators and transaction facilitators, should bear substantive review obligations. The lack of clear responsibility allocation in the legal system further complicates consumer rights protection. Based on these findings, this paper proposes the establishment of a tiered and categorized regulatory mechanism, the enhancement of technology-enabled compliance reviews, and the introduction of a specialized insurance compensation system as optimization paths. These measures aim to balance industrial innovation with consumer rights protection and to promote a coordinated governance framework integrating legal constraints, technological supervision, and industry self-regulation. This research provides theoretical support and practical references for the improvement of legal regulation in live-streaming sales.