在电商直播助力农产品这一新型营销模式正发展得如火如荼时,农产品质量安全、虚假宣传、消费者维权困难等一系列问题阻碍了直播助农行业的可持续发展,不利于乡村振兴。从法律治理的角度来看,立法体系混乱、执法资源分散以及监督机制形式化助长了农产品直播带货过程中的违法气焰。对此,须从立法上完善、协调电商助农法律体系,执法上实现执法机关与电商平台的协同监管,同时发挥舆论公众监督的作用,构建多元协同共治治理体系,助力农村电商健康发展。When the new marketing mode of e-commerce live broadcast helping agricultural products is in full swing, a series of problems such as the quality and safety of agricultural products, false propaganda, and difficulties in safeguarding consumers’ rights hinder the sustainable development of the live broadcast helping agricultural products industry, which is not conducive to rural revitalization. From the perspective of legal governance, the confusion of the legislative system, the dispersion of law enforcement resources and the formalization of the supervision mechanism have contributed to the illegal atmosphere in the process of live streaming of agricultural products. In this regard, it is necessary to improve and coordinate the legal system of e-commerce to help agriculture from legislation, realize the coordinated supervision of law enforcement agencies and e-commerce platforms in law enforcement, and play the role of public opinion and public supervision, build a diversified collaborative governance system, and help the healthy development of rural e-commerce.
