How to ensure that the live streaming sales market is popular but not chaotic
2024-03-15
Live streaming sales, as a rising business model in recent years, are popular among consumers due to its real-time interaction, strong entertainment, and sufficient display of products. However, compared to the traditional online shopping model with a well-established consumer rights protection mechanism, problems such as poor product quality, difficulties in returns and exchanges, and false advertising often occur in online live streaming sales transactions, and there are some difficulties in consumer rights protection. So, how should consumers of live streaming sales transactions protect their own rights and interests? The reporter interviewed relevant experts. Live streaming platforms bear the responsibility of auditing and supervision. In the process of live streaming sales, as the main body providing online business premises, what responsibilities should live streaming platforms bear? Zhu Xiaojuan, Vice Dean and Associate Professor of the School of Civil and Commercial Economics and Law at China University of Political Science and Law, stated in an interview with reporters that according to Article 7 of the Measures for the Supervision and Administration of Online Transactions, network service providers such as online social networking and live streaming who provide online business premises, product browsing, order generation, online payment and other online transaction platform services to operators shall fulfill the obligations of network transaction platform operators in accordance with the law. "When providing online business premises, transaction matching, information release, verification of basic identity information of relevant parties, technical support and other services, live streaming platforms clearly meet the requirements of online trading platform operators. They should fulfill the obligations of platform operators in accordance with the law and bear corresponding legal responsibilities when their obligations are not fulfilled," said Zhu Xiaojuan. Liu Tianqi, a lawyer from Beijing Bailun Law Firm, told the reporter that the Internet Advertising Management Measures also stipulated the behavior of Internet platform operators providing Internet information services in live streaming goods, including recording and preserving the real identity information of users who use their information services to publish advertisements, monitoring and troubleshooting the advertising content published by their information services, and taking notice to correct if illegal advertisements are found Necessary measures such as deleting, blocking, and disconnecting publishing links should be taken to stop them, and relevant records should be kept. "As a trading venue, live streaming platforms play an extremely important role in live streaming sales transactions." Lawyer Chen Ge from Fangda Law Firm explained in detail to reporters. Firstly, live streaming platforms need to strictly review and supervise the merchants and anchors who have settled in, ensuring that they have the corresponding qualifications and pay a certain amount of deposit. The goods provided by merchants and anchors should comply with national standards, and the information released should be true and reliable; Secondly, live streaming platforms should provide effective information dissemination and verification mechanisms to ensure that consumers can obtain accurate information about products and businesses; Once again, live streaming platforms need to establish sound consumer rights protection mechanisms, including return and exchange policies, consumer complaint handling mechanisms, etc., to ensure that consumer rights are properly protected; Finally, for the protection of consumer personal information, live streaming platforms should adopt high standard data protection measures, avoid consumer information leakage through anonymous processing of consumer information, establishment of multi-level encryption mechanisms, and other methods. Differentiate the scope of responsibility of live streaming hosts based on the situation. During the live streaming sales process, hosts are personnel who directly interact and communicate with users, responsible for promoting and introducing products during the live broadcast. So, what legal responsibilities should anchors bear in live streaming sales transactions? Chen Ge believes that in the process of handling live streaming sales, there are
Edit：Zhoushu Responsible editor：Wang Chen
Source：jcrb.com
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