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直播帶貨迎來井噴式發(fā)展 成為電商行業(yè)的潮流
時(shí)間:2020-06-19 18:14:27
文章發(fā)布:李陽
原創(chuàng)作者:未知
來源:互聯(lián)網(wǎng)

近年來,直播帶貨迎來井噴式發(fā)展,成為電商行業(yè)的潮流。與此同時(shí),直播帶貨暴露出來的產(chǎn)品質(zhì)量、虛假宣傳等問題也接踵而至。

前不久,主播羅永浩在直播間推薦了“花點(diǎn)時(shí)間520玫瑰禮盒”,隨后就有網(wǎng)友在微博反映禮盒的質(zhì)量問題,稱收到的花束存在枯萎、腐爛現(xiàn)象。5月20日起,羅永浩轉(zhuǎn)發(fā)相關(guān)投訴博文表示道歉,并說明了補(bǔ)償措施。此前,網(wǎng)紅主播薇婭、李佳琦等也曾因產(chǎn)品質(zhì)量問題被指直播“翻車”。

直播帶貨的產(chǎn)品質(zhì)量如何保證?消費(fèi)者權(quán)益如何保障?《法制日報(bào)》記者進(jìn)行了采訪。

產(chǎn)品質(zhì)量良莠不齊

行業(yè)內(nèi)部缺乏監(jiān)管

事實(shí)上,直播帶貨的產(chǎn)品質(zhì)量、售后服務(wù)等問題早已不是新鮮事。

去年,主播李佳琦在一場近400萬人觀看的直播中賣出的陽澄湖大閘蟹,被曝出并非產(chǎn)自陽澄湖,遭到網(wǎng)友頻頻投訴;在另一場直播中主播在展示“不粘鍋”效果時(shí),“不粘鍋”卻粘鍋了。

今年5月,主播薇婭在直播中銷售來自西雙版納的農(nóng)產(chǎn)品和水果,卻迎來“吐槽”不斷。不少網(wǎng)友收到貨后發(fā)現(xiàn),很多水果還未成熟,此外還存在以次充好、缺斤短兩等問題。

根據(jù)中國消費(fèi)者協(xié)會(huì)4月1日發(fā)布的《直播電商購物消費(fèi)者滿意度在線調(diào)查報(bào)告》顯示,越來越多的消費(fèi)者能夠接納直播電商,但電商直播購物存在的多項(xiàng)問題也不容忽視。調(diào)查顯示,有37.3%的受訪消費(fèi)者在直播購物中遇到過消費(fèi)問題。例如,消費(fèi)者容易受到直播氛圍影響而沖動(dòng)購物;由于信息不對稱,消費(fèi)者被夸大宣傳或虛假信息誤導(dǎo),購買到假冒商品和“三無”產(chǎn)品等。從調(diào)查數(shù)據(jù)來看,“擔(dān)心商品質(zhì)量沒有保障”和“擔(dān)心售后問題”是消費(fèi)者兩大主要顧慮。

對此,中國傳媒大學(xué)文化產(chǎn)業(yè)管理學(xué)院法律系主任鄭寧認(rèn)為,目前企業(yè)違法成本低、消費(fèi)者維權(quán)成本高、市場監(jiān)管執(zhí)法難等問題沒有得到根本解決,直播帶貨監(jiān)管的相關(guān)標(biāo)準(zhǔn)和制度滯后,這些都是導(dǎo)致行業(yè)亂象的原因。

北京市盈科律師事務(wù)所高級合伙人韓英偉告訴《法制日報(bào)》記者,人們盲目跟風(fēng)和攀比的消費(fèi)心理和貪圖便宜的低價(jià)心理推動(dòng)了直播帶貨的火爆,但行業(yè)內(nèi)部缺乏監(jiān)管、行業(yè)門檻低,導(dǎo)致存在質(zhì)量問題的產(chǎn)品通過網(wǎng)絡(luò)流入市場,大肆售賣。

6月5日,國家網(wǎng)信辦等8部門表示,將啟動(dòng)為期半年的網(wǎng)絡(luò)直播行業(yè)專項(xiàng)整治和規(guī)范管理行動(dòng),其中包括對網(wǎng)絡(luò)直播帶貨管理規(guī)則的探索實(shí)施。

多方主體須擔(dān)責(zé)任

涉嫌違反多部法律

當(dāng)直播帶貨涉及的產(chǎn)品質(zhì)量出現(xiàn)問題,責(zé)任該如何認(rèn)定?鄭寧告訴《法制日報(bào)》記者,根據(jù)具體情形,如果未盡合理的注意義務(wù),主播可能會(huì)承擔(dān)侵權(quán)責(zé)任。

鄭寧說,消費(fèi)者權(quán)益保護(hù)法規(guī)定,社會(huì)團(tuán)體或者其他組織、個(gè)人在關(guān)系消費(fèi)者生命健康商品或者服務(wù)的虛假廣告或者其他虛假宣傳中向消費(fèi)者推薦商品或者服務(wù),造成消費(fèi)者損害的,應(yīng)當(dāng)與提供該商品或者服務(wù)的經(jīng)營者承擔(dān)連帶責(zé)任。

廣告法規(guī)定,廣告代言人在廣告中對商品、服務(wù)作推薦、證明,應(yīng)當(dāng)依據(jù)事實(shí),符合本法和有關(guān)法律、行政法規(guī)規(guī)定,并不得為其未使用過的商品或者未接受過的服務(wù)作推薦、證明。發(fā)布虛假廣告,欺騙、誤導(dǎo)消費(fèi)者,使購買商品或者接受服務(wù)的消費(fèi)者的合法權(quán)益受到損害的,由廣告主依法承擔(dān)民事責(zé)任。廣告經(jīng)營者、廣告發(fā)布者不能提供廣告主的真實(shí)名稱、地址和有效聯(lián)系方式的,消費(fèi)者可以要求廣告經(jīng)營者、廣告發(fā)布者先行賠償。關(guān)系消費(fèi)者生命健康的商品或者服務(wù)的虛假廣告,造成消費(fèi)者損害的,其廣告經(jīng)營者、廣告發(fā)布者、廣告代言人應(yīng)當(dāng)與廣告主承擔(dān)連帶責(zé)任?!编崒幷f。

在韓英偉看來,除了主播之外,還有多方涉事主體需要承擔(dān)責(zé)任。

韓英偉說:“網(wǎng)絡(luò)直播平臺或許面臨行政處罰。電子商務(wù)法規(guī)定,對平臺內(nèi)經(jīng)營者侵害消費(fèi)者合法權(quán)益行為未采取必要措施,或者對平臺內(nèi)經(jīng)營者未盡到資質(zhì)資格審核義務(wù),或者對消費(fèi)者未盡到安全保障義務(wù)的,由市場監(jiān)督管理部門責(zé)令限期改正,可以處五萬元以上五十萬元以下的罰款;情節(jié)嚴(yán)重的,責(zé)令停業(yè)整頓,并處五十萬元以上二百萬元以下的罰款。同時(shí),生產(chǎn)者、經(jīng)營者也有相應(yīng)責(zé)任。侵權(quán)責(zé)任法規(guī)定,因產(chǎn)品存在缺陷造成他人損害的,生產(chǎn)者應(yīng)當(dāng)承擔(dān)侵權(quán)責(zé)任。因產(chǎn)品存在缺陷造成損害的,被侵權(quán)人可以向產(chǎn)品的生產(chǎn)者請求賠償,也可以向產(chǎn)品的銷售者請求賠償。產(chǎn)品缺陷由生產(chǎn)者造成的,銷售者賠償后,有權(quán)向生產(chǎn)者追償?!?/p>

此外,消費(fèi)者權(quán)益保護(hù)法規(guī)定,經(jīng)營者發(fā)現(xiàn)其提供的商品或者服務(wù)存在缺陷,有危及人身、財(cái)產(chǎn)安全的,應(yīng)當(dāng)立即向有關(guān)行政部門報(bào)告和告知消費(fèi)者,并采取停止銷售、警示、召回、無害化處理、銷毀、停止生產(chǎn)或者服務(wù)等措施。采取召回措施的,經(jīng)營者應(yīng)當(dāng)承擔(dān)消費(fèi)者因商品被召回支出的必要費(fèi)用。經(jīng)營者提供商品或者服務(wù),造成消費(fèi)者財(cái)產(chǎn)損害的,應(yīng)當(dāng)依照法律規(guī)定或者當(dāng)事人約定承擔(dān)修理、重作、更換、退貨、補(bǔ)足商品數(shù)量、退還貨款和服務(wù)費(fèi)用或者賠償損失等民事責(zé)任。經(jīng)營者提供商品或者服務(wù)有欺詐行為的,應(yīng)當(dāng)按照消費(fèi)者的要求增加賠償其受到的損失,增加賠償?shù)慕痤~為消費(fèi)者購買商品的價(jià)款或者接受服務(wù)的費(fèi)用的三倍;增加賠償?shù)慕痤~不足五百元的,為五百元。法律另有規(guī)定的,依照其規(guī)定。

強(qiáng)化直播帶貨監(jiān)管

建立社會(huì)監(jiān)督體系

針對直播帶貨中質(zhì)量良莠不齊的現(xiàn)象,該如何規(guī)范?

韓英偉認(rèn)為,首先直播帶貨平臺應(yīng)提高準(zhǔn)入門檻,加強(qiáng)產(chǎn)品質(zhì)量審核,健全合規(guī)內(nèi)控制度;其次,政府部門要加大普法力度,提高人民群眾的法律意識,做到知法懂法守法,養(yǎng)成良好的行為消費(fèi)習(xí)慣;最后,市場監(jiān)督管理部門要強(qiáng)化產(chǎn)品質(zhì)量監(jiān)督管理工作,堅(jiān)決抵制不合格產(chǎn)品流入市場,必要的時(shí)候開展多部門聯(lián)合執(zhí)法,不給劣質(zhì)產(chǎn)品“可乘之機(jī)”,加大懲罰力度,使違法者不敢犯法。

鄭寧建議,相關(guān)監(jiān)管部門應(yīng)進(jìn)一步厘清直播帶貨行業(yè)中相關(guān)平臺、經(jīng)營者與主播的義務(wù)、責(zé)任的界定和劃分,加大對平臺、經(jīng)營者、主播的審核、監(jiān)管力度,并加強(qiáng)對直播帶貨的關(guān)鍵環(huán)節(jié)——主播的管理,通過系統(tǒng)性的培訓(xùn)引導(dǎo)和規(guī)范化的考評機(jī)制,加強(qiáng)主播的職業(yè)素養(yǎng)和規(guī)范意識,通過內(nèi)容監(jiān)管、飛行檢查等手段,做好對主播的管理和約束,提升直播帶貨的準(zhǔn)入門檻。

同時(shí),平臺要嚴(yán)格按照相關(guān)法律法規(guī)及政策要求,完善自身監(jiān)管措施和處罰方式,積極自治,加強(qiáng)從招募入駐、商品抽檢、營銷推廣、商品評價(jià)、違規(guī)管理、售后保障、糾紛判責(zé)等直播帶貨交易全流程的生態(tài)治理及審核把關(guān),嚴(yán)格查處各類人氣造假、評論造假等造假行為,以及各類誘導(dǎo)交易、虛假交易、規(guī)避安全監(jiān)管的私下交易行為等,并依法配合有關(guān)部門的監(jiān)督檢查、調(diào)查取證,以保障消費(fèi)者合法權(quán)益。

“鑒于直播帶貨不同于傳統(tǒng)的網(wǎng)絡(luò)銷售模式,其涉及到的主體及法律關(guān)系更為復(fù)雜多樣,甚至存在身份交叉、不同法律關(guān)系重疊的情況,建議各監(jiān)管部門在執(zhí)法過程中,既要明確監(jiān)管職能劃分,又要建立協(xié)同治理機(jī)制,共同織牢監(jiān)管網(wǎng)絡(luò)體系,打造安全放心的網(wǎng)絡(luò)消費(fèi)環(huán)境?!编崒幷f。

鄭寧還建議,可以建立統(tǒng)一的直播帶貨違法舉報(bào)及維權(quán)平臺,將直播帶貨置于全民有效監(jiān)管之下,對于隨意夸大其辭、欺詐和誤導(dǎo)消費(fèi)者的直播帶貨行為應(yīng)納入社會(huì)誠信考核體系,對在直播帶貨虛假宣傳的主播除進(jìn)行嚴(yán)厲經(jīng)濟(jì)處罰之外,還應(yīng)將違法情節(jié)嚴(yán)重、劣跡信息較多的主播拉入黑名單,實(shí)行市場禁入,提高直播帶貨違法成本,增強(qiáng)監(jiān)管震懾力。

如果消費(fèi)者在看直播時(shí)購買了推薦的商品,但是商品質(zhì)量有問題該如何維權(quán)呢?

“如果消費(fèi)者在直播中購買到了低質(zhì)量產(chǎn)品,應(yīng)及時(shí)保存購貨鏈接、支付憑證等固定維權(quán)證據(jù)。產(chǎn)品質(zhì)量法規(guī)定,消費(fèi)者有權(quán)就產(chǎn)品質(zhì)量問題,向產(chǎn)品的生產(chǎn)者、銷售者查詢;向市場監(jiān)督管理部門及有關(guān)部門申訴,接受申訴的部門應(yīng)當(dāng)負(fù)責(zé)處理。同時(shí)還規(guī)定,保護(hù)消費(fèi)者權(quán)益的社會(huì)組織可以就消費(fèi)者反映的產(chǎn)品質(zhì)量問題建議有關(guān)部門負(fù)責(zé)處理,支持消費(fèi)者對因產(chǎn)品質(zhì)量造成的損害向人民法院起訴。”韓英偉說。

鄭寧說,如果消費(fèi)者權(quán)益受到損害,一般可以采取投訴、和解、調(diào)解、仲裁、訴訟等方式維護(hù)自己的合法權(quán)益。消費(fèi)者權(quán)益保護(hù)法規(guī)定,經(jīng)營者提供的商品或者服務(wù)不符合質(zhì)量要求的,消費(fèi)者可以依照國家規(guī)定、當(dāng)事人約定退貨,或者要求經(jīng)營者履行更換、修理等義務(wù)。沒有國家規(guī)定和當(dāng)事人約定的,消費(fèi)者可以自收到商品之日起七日內(nèi)退貨;七日后符合法定解除合同條件的,消費(fèi)者可以及時(shí)退貨,不符合法定解除合同條件的,可以要求經(jīng)營者履行更換、修理等義務(wù)。依照前款規(guī)定進(jìn)行退貨、更換、修理的,經(jīng)營者應(yīng)當(dāng)承擔(dān)運(yùn)輸?shù)缺匾M(fèi)用。

據(jù)了解,近日中國商業(yè)聯(lián)合會(huì)已下達(dá)計(jì)劃,中商聯(lián)媒體購物專業(yè)委員會(huì)將牽頭起草《視頻直播購物運(yùn)營和服務(wù)基本規(guī)范》和《網(wǎng)絡(luò)購物誠信服務(wù)體系評價(jià)指南》兩項(xiàng)標(biāo)準(zhǔn),預(yù)計(jì)于7月份正式發(fā)布執(zhí)行。該標(biāo)準(zhǔn)將對行業(yè)術(shù)語和定義、“帶貨”產(chǎn)品的商品質(zhì)量、直播場景軟硬件要求、網(wǎng)絡(luò)主播的行為規(guī)范、行業(yè)企業(yè)的經(jīng)營管理、內(nèi)容發(fā)布平臺合規(guī)性、行業(yè)誠信體系建設(shè)、監(jiān)管部門的監(jiān)督管理等作出規(guī)范要求,力求對行業(yè)起到監(jiān)督作用,保障消費(fèi)者合法利益。


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