Research on Current Situation and Legal Regulation of Cosmetics Live Streaming E-commerce in China  

作　　者：Jiang Ying 

机构地区：[1]School of business,Zhejiang Pharmaceutical University,China

出　　处：《China Detergent & Cosmetics》2024年第1期63-70,共8页日用化学品科学（英文版）

摘　　要：Analyze the compatibility between cosmetics and live streaming e-commerce from its own nature,marketing means and supply chain characteristics.According to the prominent problems,sort out the relationship between all parties in the cosmetics live e-commerce industry chain.Combined with the latest regulatory policies of live streaming e-commerce and cosmetics,the responsibilities of different subjects in cosmetics live streaming e-commerce are summarized,and relevant suggestions and countermeasures are put forward for the standardization and development of live streaming e-commerce.Cosmetics brand owners are the first responsible persons for product quality.Anchors,as a mixed identity between intermediary,advertising spokesperson and operator,should bear stricter joint and several liability when recommending products related to consumers’health.If anchors fail to clearly identify themselves in the recommendation process,thus causing consumers to mistake them for the operator of the cosmetics,they should assume the obligations of the operator.

关 键 词：COSMETICS live streaming e-commerce legal relationship responsibilities of parties 

分 类 号：D922.294[政治法律—经济法学] F724.6[政治法律—法学] F426.72[经济管理—产业经济]