Analysis of Legal Problems and Countermeasures in E-Commerce Live Broadcasting

近几年，直播电商凭借其即时性、互动性和趣味性等特点吸引了大量的消费者参与，其规模迎来爆发式增长。但随着直播电商的迅猛发展，虚假宣传、假冒伪劣产品、非法经营、流量造假、售后服务等诸多方面问题也随之而来，这些法律问题不仅损害了消费者的合法权益，也影响了直播电商行业的健康、有序发展。深入分析网络直播中存在的问题，提出切实可行的应对策略，构建完善网络直播带货法律体系，进而对直播带货行为进行规范，以维护网络市场正常秩序，构建公平竞争环境，保障消费者的合法权益。In recent years, live e-commerce has attracted a large number of consumers’ participation by virtue of its instantaneity, interactivity and interest, and its scale has ushered in explosive growth. However, with the rapid development of live broadcast e-commerce, many problems such as false publicity, fake and inferior products, illegal operation, traffic fraud, after-sales service and so on also follow. These legal problems not only damage the legitimate rights and interests of consumers, but also affect the healthy and orderly development of the live broadcast e-commerce industry. A thorough analysis of the problems existing in online live-streaming should be conducted, and practical countermeasures should be proposed. A complete legal system for online live-streaming sales should be established to regulate live-streaming sales behavior, maintain the normal order of the online market, create a fair competitive environment, and protect the legitimate rights and interests of consumers.