Study on Legal Regulation of Payment Inducement Behaviors in Live-Streaming E-Commerce

直播电商作为新型消费模式激发市场活力，但支付诱导行为威胁交易公平与消费者权益，需法律规制。当前法律体系面临三大挑战：主播法律地位模糊致信息披露义务主体难认定；“虚假宣传”与“误导性陈述”边界标准粗疏，难以应对新型诱导手段；电子证据易灭失及多主体举证复杂加剧维权难。破解需构建协同规制路径：立法上细化信息披露义务，明确“虚假”、“误导”认定要件，增设直播营销条款厘清主播责任；监管上引入动态话术风险评估与分级分类监管；平台上强化全流程审核，建立先行赔付基金并扩展后悔权；司法上优化举证责任分配，引入电子数据举证倒置，探索“决策干扰度”，通过量化评估确定赔偿标准。通过法律、技术、责任的协同，平衡权益保护与商业创新，促进行业规范发展。Live-streaming e-commerce, as a new consumption model, stimulates market vitality, but payment inducement behaviors threaten transaction fairness and consumers’ rights and interests, requiring legal regulation. The current legal system faces three major challenges: the ambiguous legal status of anchors makes it difficult to identify the subjects of information disclosure obligations; the coarse boundary standards between “false propaganda” and “misleading statements” make it hard to address new types of inducement methods; the easy loss of electronic evidence and the complexity of evidence collection by multiple parties exacerbate the difficulty of rights protection. To address these challenges, it is necessary to construct collaborative regulatory approaches: in legislation, refine information disclosure obligations, clarify the elements for determining “false” and “misleading” content, and add provisions on live-streaming marketing to clarify anchors’ responsibilities; in supervision, introduce dynamic risk assessment of sales talk and hierarchical and classified regulation; for platforms, strengthen full-process review, establish a pre-payment compensation fund, and expand the right of withdrawal; in justice, optimize the allocation of the burden of proof, introduce the inversion of proof for electronic data, explore the “degree of decision-making interference”, and determine compensation standards through quantitative assessment. Through the collaboration of law, technology, and responsibility, we can balance rights protection and commercial innovation and promote the standardized development of the industry.