Abstract
With the rapid development of livestream marketing, this industry presents huge market potential and better development prospects. But behind the growing prosperity of the industry, because livestream marketing is a cross behavior that is a mixture of trading behavior and publicity behavior, the anchor’s identity is difficult to clarify. And because of false advertising and poor product quality, it further makes it difficult for consumers to defend their rights. In order to solve the above-mentioned legal issues, it is therefore important to analyze the legal status and legal liabilities of the anchor. However, due to the multiple identity attributes of the anchor, it may be an e-commerce operator, advertisement publisher, or advertising spokesperson at the same time. The first prerequisite for clarifying the legal liability of the anchor is to distinguish the legal status of the anchor in different livestreaming scenarios. And then The anchor shall be investigated for legal liability according to the method of improper behavior.
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