導語(yu)：網絡(luo)直播帶貨(huo)侵犯(fan)注冊商(shang)標專(zhuan)用權探討一文來源于網友上傳，不代(dai)表本站觀點，若需要原創文章可(ke)咨詢客服老師，歡迎參考(kao)。

網絡直播帶貨，已經成為當下市場廣泛的現象，相比傳統廣告，其具有即時性、互動性、效果直觀性、推銷對象精準性等顯著特點，可以最大限度發揮推銷和廣告效應，將流量迅速變現的優勢，越來越得到市場和商家的青睞，特別是疫情期間直播帶貨更是被許多商家視為非常狀態下的最佳銷售手段。但是直播帶貨過程中，假冒偽劣泛濫等問題對直播帶貨行業健康發展造成負面影響。本文就網絡直播帶貨過程中侵犯注冊商標專用權(quan)的形(xing)態(tai)和(he)法律責任嘗(chang)試進行(xing)分(fen)析，以求拋(pao)磚引(yin)玉(yu)。

一、網絡直播帶貨行為的法律定性

網(wang)(wang)絡(luo)直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)帶貨，是主(zhu)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)通(tong)過(guo)諸如(ru)抖音、快手等互聯(lian)網(wang)(wang)平(ping)(ping)臺(tai)(tai)，使用(yong)網(wang)(wang)絡(luo)直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)技(ji)術，進行(xing)(xing)(xing)(xing)直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)觀(guan)商(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)展(zhan)(zhan)示、咨詢答復、導購、售(shou)(shou)(shou)(shou)(shou)后(hou)(hou)服務(wu)(wu)(wu)的(de)(de)(de)(de)新興(xing)服務(wu)(wu)(wu)方式(shi)(shi)(shi)，屬(shu)于(yu)(yu)(yu)(yu)(yu)《網(wang)(wang)絡(luo)直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)營(ying)銷(xiao)(xiao)(xiao)管理辦法（試行(xing)(xing)(xing)(xing)）》予(yu)以(yi)規范的(de)(de)(de)(de)網(wang)(wang)絡(luo)直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)營(ying)銷(xiao)(xiao)(xiao)的(de)(de)(de)(de)典(dian)(dian)型(xing)(xing)商(shang)(shang)(shang)(shang)(shang)業模(mo)(mo)(mo)式(shi)(shi)(shi)。網(wang)(wang)絡(luo)直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)帶貨從合作(zuo)模(mo)(mo)(mo)式(shi)(shi)(shi)角度(du)可(ke)區(qu)(qu)分兩種(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)典(dian)(dian)型(xing)(xing)模(mo)(mo)(mo)式(shi)(shi)(shi)，對(dui)(dui)應兩種(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)不(bu)同身份：第一(yi)(yi)種(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)模(mo)(mo)(mo)式(shi)(shi)(shi)：推(tui)(tui)(tui)(tui)(tui)銷(xiao)(xiao)(xiao)他(ta)人(ren)商(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)該種(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)模(mo)(mo)(mo)式(shi)(shi)(shi)下(xia)(xia)(xia)，網(wang)(wang)絡(luo)主(zhu)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)或(huo)(huo)(huo)(huo)直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)間(jian)運(yun)(yun)營(ying)商(shang)(shang)(shang)(shang)(shang)往往與(yu)第三方簽訂(ding)合約，利(li)用(yong)網(wang)(wang)絡(luo)直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)手段(duan)直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)接(jie)(jie)(jie)或(huo)(huo)(huo)(huo)者(zhe)(zhe)(zhe)(zhe)間(jian)接(jie)(jie)(jie)地(di)(di)介(jie)紹(shao)自己(ji)(ji)所推(tui)(tui)(tui)(tui)(tui)銷(xiao)(xiao)(xiao)的(de)(de)(de)(de)第三方商(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)或(huo)(huo)(huo)(huo)者(zhe)(zhe)(zhe)(zhe)服務(wu)(wu)(wu)，并(bing)從中(zhong)(zhong)賺取傭金或(huo)(huo)(huo)(huo)分紅。在(zai)(zai)(zai)(zai)這種(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)模(mo)(mo)(mo)式(shi)(shi)(shi)下(xia)(xia)(xia)，網(wang)(wang)絡(luo)主(zhu)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)或(huo)(huo)(huo)(huo)直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)間(jian)運(yun)(yun)營(ying)者(zhe)(zhe)(zhe)(zhe)并(bing)不(bu)銷(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)自己(ji)(ji)的(de)(de)(de)(de)商(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)或(huo)(huo)(huo)(huo)服務(wu)(wu)(wu)，而是利(li)用(yong)自己(ji)(ji)的(de)(de)(de)(de)介(jie)紹(shao)或(huo)(huo)(huo)(huo)表演，推(tui)(tui)(tui)(tui)(tui)銷(xiao)(xiao)(xiao)他(ta)人(ren)商(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)或(huo)(huo)(huo)(huo)服務(wu)(wu)(wu)。實踐中(zhong)(zhong)還可(ke)細分以(yi)下(xia)(xia)(xia)兩種(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)模(mo)(mo)(mo)式(shi)(shi)(shi)：一(yi)(yi)是“廣(guang)(guang)告+銷(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)”模(mo)(mo)(mo)式(shi)(shi)(shi)。在(zai)(zai)(zai)(zai)推(tui)(tui)(tui)(tui)(tui)廣(guang)(guang)服務(wu)(wu)(wu)過(guo)程(cheng)中(zhong)(zhong)，在(zai)(zai)(zai)(zai)顯(xian)著位置顯(xian)示“商(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)櫥窗”或(huo)(huo)(huo)(huo)購買(mai)鏈(lian)(lian)接(jie)(jie)(jie)，其(qi)上顯(xian)示商(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)名稱、圖(tu)片、價格(ge)等基本(ben)信(xin)(xin)息，消(xiao)費(fei)(fei)者(zhe)(zhe)(zhe)(zhe)可(ke)以(yi)直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)接(jie)(jie)(jie)通(tong)過(guo)點擊(ji)該鏈(lian)(lian)接(jie)(jie)(jie)，無(wu)(wu)需跳轉其(qi)他(ta)交(jiao)(jiao)易(yi)(yi)(yi)(yi)(yi)平(ping)(ping)臺(tai)(tai)，直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)接(jie)(jie)(jie)進入(ru)到直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)帶貨平(ping)(ping)臺(tai)(tai)商(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)交(jiao)(jiao)易(yi)(yi)(yi)(yi)(yi)頁(ye)面(mian)(mian)，平(ping)(ping)臺(tai)(tai)用(yong)戶(hu)可(ke)以(yi)直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)接(jie)(jie)(jie)在(zai)(zai)(zai)(zai)該交(jiao)(jiao)易(yi)(yi)(yi)(yi)(yi)頁(ye)面(mian)(mian)完(wan)(wan)(wan)成(cheng)下(xia)(xia)(xia)單、支(zhi)付(fu)(fu)等操作(zuo)。消(xiao)費(fei)(fei)者(zhe)(zhe)(zhe)(zhe)在(zai)(zai)(zai)(zai)觀(guan)看(kan)(kan)直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)時，直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)界(jie)(jie)面(mian)(mian)甚至直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)接(jie)(jie)(jie)提供“一(yi)(yi)鍵購物車”功能(neng)，對(dui)(dui)即(ji)時直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)的(de)(de)(de)(de)商(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)，消(xiao)費(fei)(fei)者(zhe)(zhe)(zhe)(zhe)直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)接(jie)(jie)(jie)點擊(ji)購物車就可(ke)添加(jia)，然(ran)后(hou)(hou)消(xiao)費(fei)(fei)者(zhe)(zhe)(zhe)(zhe)可(ke)以(yi)在(zai)(zai)(zai)(zai)直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)過(guo)程(cheng)中(zhong)(zhong)或(huo)(huo)(huo)(huo)結(jie)束后(hou)(hou)，對(dui)(dui)購物車中(zhong)(zhong)的(de)(de)(de)(de)商(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)統(tong)一(yi)(yi)在(zai)(zai)(zai)(zai)平(ping)(ping)臺(tai)(tai)完(wan)(wan)(wan)成(cheng)下(xia)(xia)(xia)單和支(zhi)付(fu)(fu)操作(zuo)。這種(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)模(mo)(mo)(mo)式(shi)(shi)(shi)下(xia)(xia)(xia)，利(li)用(yong)了直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)平(ping)(ping)臺(tai)(tai)進行(xing)(xing)(xing)(xing)廣(guang)(guang)告推(tui)(tui)(tui)(tui)(tui)銷(xiao)(xiao)(xiao)，又直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)接(jie)(jie)(jie)進行(xing)(xing)(xing)(xing)銷(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)，廣(guang)(guang)告推(tui)(tui)(tui)(tui)(tui)銷(xiao)(xiao)(xiao)是為(wei)了銷(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)，屬(shu)于(yu)(yu)(yu)(yu)(yu)銷(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)行(xing)(xing)(xing)(xing)為(wei)的(de)(de)(de)(de)在(zai)(zai)(zai)(zai)前延展(zhan)(zhan)，因此這一(yi)(yi)模(mo)(mo)(mo)式(shi)(shi)(shi)屬(shu)于(yu)(yu)(yu)(yu)(yu)典(dian)(dian)型(xing)(xing)的(de)(de)(de)(de)銷(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)行(xing)(xing)(xing)(xing)為(wei)。二(er)(er)是“廣(guang)(guang)告+跳轉”模(mo)(mo)(mo)式(shi)(shi)(shi)。與(yu)前一(yi)(yi)種(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)模(mo)(mo)(mo)式(shi)(shi)(shi)不(bu)同，直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)平(ping)(ping)臺(tai)(tai)并(bing)不(bu)提供直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)商(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)的(de)(de)(de)(de)交(jiao)(jiao)易(yi)(yi)(yi)(yi)(yi)頁(ye)面(mian)(mian)，消(xiao)費(fei)(fei)者(zhe)(zhe)(zhe)(zhe)在(zai)(zai)(zai)(zai)觀(guan)看(kan)(kan)直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)時，會(hui)給出(chu)(chu)第三方交(jiao)(jiao)易(yi)(yi)(yi)(yi)(yi)平(ping)(ping)臺(tai)(tai)的(de)(de)(de)(de)鏈(lian)(lian)接(jie)(jie)(jie)或(huo)(huo)(huo)(huo)地(di)(di)址(zhi)，消(xiao)費(fei)(fei)者(zhe)(zhe)(zhe)(zhe)點擊(ji)該鏈(lian)(lian)接(jie)(jie)(jie)，或(huo)(huo)(huo)(huo)者(zhe)(zhe)(zhe)(zhe)按照(zhao)直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)顯(xian)示地(di)(di)址(zhi)登陸時，才可(ke)看(kan)(kan)到商(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)交(jiao)(jiao)易(yi)(yi)(yi)(yi)(yi)界(jie)(jie)面(mian)(mian)；或(huo)(huo)(huo)(huo)者(zhe)(zhe)(zhe)(zhe)要求消(xiao)費(fei)(fei)者(zhe)(zhe)(zhe)(zhe)通(tong)過(guo)加(jia)微信(xin)(xin)、關(guan)(guan)注(zhu)指定淘(tao)寶店鋪等私下(xia)(xia)(xia)交(jiao)(jiao)易(yi)(yi)(yi)(yi)(yi)方式(shi)(shi)(shi)完(wan)(wan)(wan)成(cheng)交(jiao)(jiao)易(yi)(yi)(yi)(yi)(yi)；甚至提供線(xian)下(xia)(xia)(xia)交(jiao)(jiao)易(yi)(yi)(yi)(yi)(yi)地(di)(di)址(zhi)，要求消(xiao)費(fei)(fei)者(zhe)(zhe)(zhe)(zhe)在(zai)(zai)(zai)(zai)指定線(xian)下(xia)(xia)(xia)場所完(wan)(wan)(wan)成(cheng)交(jiao)(jiao)易(yi)(yi)(yi)(yi)(yi)，并(bing)非在(zai)(zai)(zai)(zai)該直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)平(ping)(ping)臺(tai)(tai)相應界(jie)(jie)面(mian)(mian)訂(ding)立(li)交(jiao)(jiao)易(yi)(yi)(yi)(yi)(yi)合約、完(wan)(wan)(wan)成(cheng)支(zhi)付(fu)(fu)等履行(xing)(xing)(xing)(xing)買(mai)賣合同行(xing)(xing)(xing)(xing)為(wei)。在(zai)(zai)(zai)(zai)這種(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)情況下(xia)(xia)(xia)，需要視“跳轉”的(de)(de)(de)(de)第三方交(jiao)(jiao)易(yi)(yi)(yi)(yi)(yi)平(ping)(ping)臺(tai)(tai)對(dui)(dui)應的(de)(de)(de)(de)交(jiao)(jiao)易(yi)(yi)(yi)(yi)(yi)界(jie)(jie)面(mian)(mian)的(de)(de)(de)(de)經營(ying)者(zhe)(zhe)(zhe)(zhe)與(yu)直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)間(jian)運(yun)(yun)營(ying)商(shang)(shang)(shang)(shang)(shang)、主(zhu)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)等直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)帶貨主(zhu)體的(de)(de)(de)(de)關(guan)(guan)聯(lian)關(guan)(guan)系(xi)(xi)，如(ru)果確實能(neng)夠認(ren)定兩者(zhe)(zhe)(zhe)(zhe)系(xi)(xi)同一(yi)(yi)人(ren)或(huo)(huo)(huo)(huo)具有(you)母子(zi)公司、實際控制等關(guan)(guan)聯(lian)關(guan)(guan)系(xi)(xi)的(de)(de)(de)(de)，仍應當屬(shu)于(yu)(yu)(yu)(yu)(yu)典(dian)(dian)型(xing)(xing)的(de)(de)(de)(de)銷(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)行(xing)(xing)(xing)(xing)為(wei)。如(ru)果不(bu)具備關(guan)(guan)聯(lian)關(guan)(guan)系(xi)(xi)的(de)(de)(de)(de)，且(qie)直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)間(jian)運(yun)(yun)營(ying)商(shang)(shang)(shang)(shang)(shang)或(huo)(huo)(huo)(huo)主(zhu)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)與(yu)實際銷(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)商(shang)(shang)(shang)(shang)(shang)簽訂(ding)有(you)推(tui)(tui)(tui)(tui)(tui)廣(guang)(guang)合作(zuo)協議，直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)間(jian)運(yun)(yun)營(ying)商(shang)(shang)(shang)(shang)(shang)或(huo)(huo)(huo)(huo)主(zhu)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)僅收取推(tui)(tui)(tui)(tui)(tui)廣(guang)(guang)商(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)的(de)(de)(de)(de)傭金或(huo)(huo)(huo)(huo)服務(wu)(wu)(wu)費(fei)(fei)的(de)(de)(de)(de)，屬(shu)于(yu)(yu)(yu)(yu)(yu)對(dui)(dui)商(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)或(huo)(huo)(huo)(huo)服務(wu)(wu)(wu)的(de)(de)(de)(de)宣傳推(tui)(tui)(tui)(tui)(tui)廣(guang)(guang)行(xing)(xing)(xing)(xing)為(wei)。第二(er)(er)種(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)模(mo)(mo)(mo)式(shi)(shi)(shi)：推(tui)(tui)(tui)(tui)(tui)銷(xiao)(xiao)(xiao)自有(you)商(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)除了利(li)用(yong)大(da)V或(huo)(huo)(huo)(huo)網(wang)(wang)紅進行(xing)(xing)(xing)(xing)推(tui)(tui)(tui)(tui)(tui)銷(xiao)(xiao)(xiao)外，越來越多的(de)(de)(de)(de)市(shi)場主(zhu)體自己(ji)(ji)開設直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)間(jian)，推(tui)(tui)(tui)(tui)(tui)銷(xiao)(xiao)(xiao)自己(ji)(ji)生產(chan)或(huo)(huo)(huo)(huo)銷(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)的(de)(de)(de)(de)商(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)，對(dui)(dui)于(yu)(yu)(yu)(yu)(yu)這種(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)推(tui)(tui)(tui)(tui)(tui)廣(guang)(guang)行(xing)(xing)(xing)(xing)為(wei)，無(wu)(wu)論(lun)是在(zai)(zai)(zai)(zai)對(dui)(dui)應直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)平(ping)(ping)臺(tai)(tai)直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)接(jie)(jie)(jie)完(wan)(wan)(wan)成(cheng)交(jiao)(jiao)易(yi)(yi)(yi)(yi)(yi)，還是通(tong)過(guo)跳轉或(huo)(huo)(huo)(huo)輸入(ru)直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)展(zhan)(zhan)示地(di)(di)址(zhi)完(wan)(wan)(wan)成(cheng)交(jiao)(jiao)易(yi)(yi)(yi)(yi)(yi)，且(qie)無(wu)(wu)論(lun)這種(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)完(wan)(wan)(wan)成(cheng)交(jiao)(jiao)易(yi)(yi)(yi)(yi)(yi)是在(zai)(zai)(zai)(zai)線(xian)上還是線(xian)下(xia)(xia)(xia)，均與(yu)傳統(tong)的(de)(de)(de)(de)銷(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)過(guo)程(cheng)中(zhong)(zhong)推(tui)(tui)(tui)(tui)(tui)銷(xiao)(xiao)(xiao)和宣傳商(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)本(ben)質上沒有(you)區(qu)(qu)別(bie)，屬(shu)于(yu)(yu)(yu)(yu)(yu)典(dian)(dian)型(xing)(xing)的(de)(de)(de)(de)銷(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)行(xing)(xing)(xing)(xing)為(wei)。需要指出(chu)(chu)的(de)(de)(de)(de)是《電(dian)(dian)子(zi)商(shang)(shang)(shang)(shang)(shang)務(wu)(wu)(wu)法》第二(er)(er)條第二(er)(er)款規定，電(dian)(dian)子(zi)商(shang)(shang)(shang)(shang)(shang)務(wu)(wu)(wu)，是指通(tong)過(guo)互聯(lian)網(wang)(wang)等信(xin)(xin)息網(wang)(wang)絡(luo)銷(xiao)(xiao)(xiao)售(shou)(shou)(shou)(shou)(shou)商(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)或(huo)(huo)(huo)(huo)者(zhe)(zhe)(zhe)(zhe)提供服務(wu)(wu)(wu)的(de)(de)(de)(de)經營(ying)活動。無(wu)(wu)論(lun)是哪一(yi)(yi)種(zhong)(zhong)(zhong)(zhong)(zhong)(zhong)模(mo)(mo)(mo)式(shi)(shi)(shi)的(de)(de)(de)(de)直(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)帶貨行(xing)(xing)(xing)(xing)為(wei)，均符(fu)合以(yi)上定義，故屬(shu)于(yu)(yu)(yu)(yu)(yu)《電(dian)(dian)子(zi)商(shang)(shang)(shang)(shang)(shang)務(wu)(wu)(wu)法》規制的(de)(de)(de)(de)電(dian)(dian)子(zi)商(shang)(shang)(shang)(shang)(shang)務(wu)(wu)(wu)行(xing)(xing)(xing)(xing)為(wei)。

二、直播間運營商的法律責任

按照(zhao)《網(wang)絡(luo)(luo)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)營(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)管(guan)理(li)辦法(fa)(fa)(fa)(fa)(fa)（試(shi)行(xing)(xing)(xing)(xing)）》第(di)(di)(di)(di)(di)二(er)條(tiao)，網(wang)絡(luo)(luo)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)帶(dai)貨(huo)的(de)(de)(de)(de)(de)營(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)主(zhu)體(ti)可(ke)以(yi)分為(wei)(wei)(wei)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)間(jian)(jian)運(yun)(yun)(yun)(yun)營(ying)(ying)(ying)者(zhe)(zhe)、直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)營(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)人(ren)(ren)員、直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)營(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)平(ping)(ping)臺(tai)(tai)、直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)營(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)人(ren)(ren)員服(fu)(fu)(fu)務(wu)(wu)(wu)機構(gou)(gou)。以(yi)上(shang)營(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)主(zhu)體(ti)均符合《電子(zi)(zi)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)務(wu)(wu)(wu)法(fa)(fa)(fa)(fa)(fa)》第(di)(di)(di)(di)(di)九條(tiao)第(di)(di)(di)(di)(di)一(yi)(yi)款電子(zi)(zi)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)務(wu)(wu)(wu)經(jing)(jing)營(ying)(ying)(ying)者(zhe)(zhe)的(de)(de)(de)(de)(de)定(ding)(ding)(ding)(ding)(ding)(ding)(ding)義(yi)(yi)(yi)(yi)，但法(fa)(fa)(fa)(fa)(fa)律(lv)地(di)位不(bu)同，所承(cheng)(cheng)擔的(de)(de)(de)(de)(de)責任(ren)(ren)義(yi)(yi)(yi)(yi)務(wu)(wu)(wu)亦有(you)(you)所不(bu)同。直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)間(jian)(jian)運(yun)(yun)(yun)(yun)營(ying)(ying)(ying)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)是(shi)(shi)(shi)(shi)通過(guo)(guo)(guo)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)平(ping)(ping)臺(tai)(tai)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)或(huo)(huo)提供(gong)(gong)服(fu)(fu)(fu)務(wu)(wu)(wu)的(de)(de)(de)(de)(de)經(jing)(jing)營(ying)(ying)(ying)主(zhu)體(ti)，屬(shu)(shu)于(yu)《電子(zi)(zi)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)務(wu)(wu)(wu)法(fa)(fa)(fa)(fa)(fa)》第(di)(di)(di)(di)(di)九條(tiao)第(di)(di)(di)(di)(di)三(san)款規(gui)(gui)定(ding)(ding)(ding)(ding)(ding)(ding)(ding)的(de)(de)(de)(de)(de)平(ping)(ping)臺(tai)(tai)內(nei)經(jing)(jing)營(ying)(ying)(ying)者(zhe)(zhe)，如(ru)(ru)果涉(she)(she)及(ji)(ji)(ji)侵(qin)(qin)權(quan)(quan)(quan)，需承(cheng)(cheng)擔直(zhi)(zhi)(zhi)(zhi)(zhi)接(jie)侵(qin)(qin)權(quan)(quan)(quan)責任(ren)(ren)。按照(zhao)《網(wang)絡(luo)(luo)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)營(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)管(guan)理(li)辦法(fa)(fa)(fa)(fa)(fa)（試(shi)行(xing)(xing)(xing)(xing)）》第(di)(di)(di)(di)(di)二(er)條(tiao)規(gui)(gui)定(ding)(ding)(ding)(ding)(ding)(ding)(ding)，直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)間(jian)(jian)運(yun)(yun)(yun)(yun)營(ying)(ying)(ying)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)，或(huo)(huo)稱直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)間(jian)(jian)運(yun)(yun)(yun)(yun)營(ying)(ying)(ying)者(zhe)(zhe)，是(shi)(shi)(shi)(shi)指在(zai)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)營(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)平(ping)(ping)臺(tai)(tai)上(shang)注(zhu)冊(ce)賬號(hao)或(huo)(huo)者(zhe)(zhe)通過(guo)(guo)(guo)自建網(wang)站等(deng)(deng)其他(ta)網(wang)絡(luo)(luo)服(fu)(fu)(fu)務(wu)(wu)(wu)，開(kai)設(she)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)間(jian)(jian)從事網(wang)絡(luo)(luo)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)營(ying)(ying)(ying)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)活動的(de)(de)(de)(de)(de)個人(ren)(ren)、法(fa)(fa)(fa)(fa)(fa)人(ren)(ren)和其他(ta)組(zu)織(zhi)。這一(yi)(yi)主(zhu)體(ti)往往擁有(you)(you)自己的(de)(de)(de)(de)(de)經(jing)(jing)紀團隊(dui)(dui)、方案策(ce)劃(hua)團隊(dui)(dui)、內(nei)容(rong)生(sheng)產(chan)(chan)團隊(dui)(dui)、主(zhu)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)團隊(dui)(dui)及(ji)(ji)(ji)輔助(zhu)團隊(dui)(dui)，在(zai)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)中(zhong)(zhong)充分利(li)用(yong)(yong)(yong)(yong)(yong)主(zhu)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)及(ji)(ji)(ji)內(nei)容(rong)的(de)(de)(de)(de)(de)廣(guang)(guang)泛吸引力，對(dui)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)或(huo)(huo)服(fu)(fu)(fu)務(wu)(wu)(wu)進(jin)行(xing)(xing)(xing)(xing)背書和推(tui)(tui)廣(guang)(guang)，并(bing)(bing)利(li)用(yong)(yong)(yong)(yong)(yong)自有(you)(you)賬號(hao)對(dui)外發布產(chan)(chan)品(pin)(pin)購買(mai)鏈接(jie)。如(ru)(ru)果直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)間(jian)(jian)運(yun)(yun)(yun)(yun)營(ying)(ying)(ying)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)運(yun)(yun)(yun)(yun)營(ying)(ying)(ying)的(de)(de)(de)(de)(de)網(wang)絡(luo)(luo)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)間(jian)(jian)內(nei)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)侵(qin)(qin)犯(fan)(fan)他(ta)人(ren)(ren)知(zhi)識產(chan)(chan)權(quan)(quan)(quan)的(de)(de)(de)(de)(de)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)，應(ying)(ying)(ying)當(dang)認定(ding)(ding)(ding)(ding)(ding)(ding)(ding)該(gai)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)間(jian)(jian)運(yun)(yun)(yun)(yun)營(ying)(ying)(ying)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)構(gou)(gou)成《商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)法(fa)(fa)(fa)(fa)(fa)》第(di)(di)(di)(di)(di)五(wu)十(shi)(shi)(shi)七(qi)條(tiao)第(di)(di)(di)(di)(di)（三(san)）項(xiang)(xiang)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)侵(qin)(qin)犯(fan)(fan)注(zhu)冊(ce)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)權(quan)(quan)(quan)的(de)(de)(de)(de)(de)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)的(de)(de)(de)(de)(de)行(xing)(xing)(xing)(xing)為(wei)(wei)(wei)。如(ru)(ru)前所述(shu)，直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)間(jian)(jian)運(yun)(yun)(yun)(yun)營(ying)(ying)(ying)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)從事了《廣(guang)(guang)告(gao)(gao)法(fa)(fa)(fa)(fa)(fa)》意義(yi)(yi)(yi)(yi)上(shang)廣(guang)(guang)告(gao)(gao)經(jing)(jing)營(ying)(ying)(ying)者(zhe)(zhe)、廣(guang)(guang)告(gao)(gao)發布者(zhe)(zhe)或(huo)(huo)者(zhe)(zhe)廣(guang)(guang)告(gao)(gao)代言(yan)人(ren)(ren)的(de)(de)(de)(de)(de)活動，但他(ta)們往往深入參與了選品(pin)(pin)、質(zhi)(zhi)檢(jian)、推(tui)(tui)薦(jian)、銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)、售(shou)(shou)后等(deng)(deng)一(yi)(yi)系(xi)列環節(jie)，被(bei)消費(fei)者(zhe)(zhe)認為(wei)(wei)(wei)是(shi)(shi)(shi)(shi)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)或(huo)(huo)服(fu)(fu)(fu)務(wu)(wu)(wu)的(de)(de)(de)(de)(de)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)者(zhe)(zhe)。作為(wei)(wei)(wei)經(jing)(jing)營(ying)(ying)(ying)者(zhe)(zhe)，其對(dui)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)或(huo)(huo)服(fu)(fu)(fu)務(wu)(wu)(wu)具有(you)(you)合法(fa)(fa)(fa)(fa)(fa)性審(shen)(shen)查義(yi)(yi)(yi)(yi)務(wu)(wu)(wu)，其中(zhong)(zhong)就包含(han)知(zhi)識產(chan)(chan)權(quan)(quan)(quan)審(shen)(shen)查義(yi)(yi)(yi)(yi)務(wu)(wu)(wu)。當(dang)然(ran)(ran)這種審(shen)(shen)查義(yi)(yi)(yi)(yi)務(wu)(wu)(wu)，不(bu)能過(guo)(guo)(guo)于(yu)苛求(qiu)，應(ying)(ying)(ying)當(dang)允(yun)許(xu)享有(you)(you)《商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)法(fa)(fa)(fa)(fa)(fa)》第(di)(di)(di)(di)(di)六十(shi)(shi)(shi)四條(tiao)第(di)(di)(di)(di)(di)二(er)款規(gui)(gui)定(ding)(ding)(ding)(ding)(ding)(ding)(ding)的(de)(de)(de)(de)(de)合法(fa)(fa)(fa)(fa)(fa)來(lai)源抗(kang)辯(bian)權(quan)(quan)(quan)，即“銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)不(bu)知(zhi)道是(shi)(shi)(shi)(shi)侵(qin)(qin)犯(fan)(fan)注(zhu)冊(ce)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)專(zhuan)用(yong)(yong)(yong)(yong)(yong)權(quan)(quan)(quan)的(de)(de)(de)(de)(de)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)，能證明(ming)(ming)該(gai)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)是(shi)(shi)(shi)(shi)自己合法(fa)(fa)(fa)(fa)(fa)取得并(bing)(bing)說明(ming)(ming)提供(gong)(gong)者(zhe)(zhe)的(de)(de)(de)(de)(de)，不(bu)承(cheng)(cheng)擔賠償責任(ren)(ren)”。主(zhu)觀過(guo)(guo)(guo)錯的(de)(de)(de)(de)(de)排除，可(ke)以(yi)以(yi)是(shi)(shi)(shi)(shi)否完成形(xing)式審(shen)(shen)查義(yi)(yi)(yi)(yi)務(wu)(wu)(wu)作為(wei)(wei)(wei)評判標(biao)(biao)(biao)(biao)(biao)(biao)準(zhun)，如(ru)(ru)是(shi)(shi)(shi)(shi)否審(shen)(shen)查商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)注(zhu)冊(ce)證明(ming)(ming)及(ji)(ji)(ji)授權(quan)(quan)(quan)許(xu)可(ke)證明(ming)(ming)，是(shi)(shi)(shi)(shi)否審(shen)(shen)查商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)家合法(fa)(fa)(fa)(fa)(fa)來(lai)源證明(ming)(ming)，當(dang)然(ran)(ran)對(dui)于(yu)產(chan)(chan)品(pin)(pin)的(de)(de)(de)(de)(de)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)運(yun)(yun)(yun)(yun)營(ying)(ying)(ying)方應(ying)(ying)(ying)當(dang)具有(you)(you)更(geng)高的(de)(de)(de)(de)(de)注(zhu)意義(yi)(yi)(yi)(yi)務(wu)(wu)(wu)，比(bi)如(ru)(ru)利(li)用(yong)(yong)(yong)(yong)(yong)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)平(ping)(ping)臺(tai)(tai)售(shou)(shou)賣明(ming)(ming)顯價位或(huo)(huo)質(zhi)(zhi)量不(bu)符的(de)(de)(de)(de)(de)LV手(shou)提包等(deng)(deng)。對(dui)于(yu)純粹的(de)(de)(de)(de)(de)推(tui)(tui)廣(guang)(guang)宣(xuan)傳的(de)(de)(de)(de)(de)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)間(jian)(jian)運(yun)(yun)(yun)(yun)營(ying)(ying)(ying)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)而(er)(er)言(yan)，其未實施(shi)嚴格意義(yi)(yi)(yi)(yi)上(shang)的(de)(de)(de)(de)(de)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)行(xing)(xing)(xing)(xing)為(wei)(wei)(wei)。雖(sui)然(ran)(ran)將(jiang)(jiang)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)用(yong)(yong)(yong)(yong)(yong)于(yu)廣(guang)(guang)告(gao)(gao)宣(xuan)傳屬(shu)(shu)于(yu)《商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)法(fa)(fa)(fa)(fa)(fa)》第(di)(di)(di)(di)(di)四十(shi)(shi)(shi)八條(tiao)規(gui)(gui)定(ding)(ding)(ding)(ding)(ding)(ding)(ding)的(de)(de)(de)(de)(de)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)使(shi)用(yong)(yong)(yong)(yong)(yong)行(xing)(xing)(xing)(xing)為(wei)(wei)(wei)，進(jin)而(er)(er)有(you)(you)觀點認為(wei)(wei)(wei)該(gai)等(deng)(deng)純粹推(tui)(tui)廣(guang)(guang)宣(xuan)傳行(xing)(xing)(xing)(xing)為(wei)(wei)(wei)應(ying)(ying)(ying)當(dang)適(shi)(shi)用(yong)(yong)(yong)(yong)(yong)《商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)法(fa)(fa)(fa)(fa)(fa)》第(di)(di)(di)(di)(di)五(wu)十(shi)(shi)(shi)七(qi)條(tiao)第(di)(di)(di)(di)(di)（一(yi)(yi)）項(xiang)(xiang)或(huo)(huo)第(di)(di)(di)(di)(di)（二(er)）項(xiang)(xiang)之規(gui)(gui)定(ding)(ding)(ding)(ding)(ding)(ding)(ding)，認定(ding)(ding)(ding)(ding)(ding)(ding)(ding)構(gou)(gou)成商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)使(shi)用(yong)(yong)(yong)(yong)(yong)侵(qin)(qin)權(quan)(quan)(quan)。但是(shi)(shi)(shi)(shi)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)間(jian)(jian)運(yun)(yun)(yun)(yun)營(ying)(ying)(ying)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)的(de)(de)(de)(de)(de)宣(xuan)傳推(tui)(tui)廣(guang)(guang)行(xing)(xing)(xing)(xing)為(wei)(wei)(wei)不(bu)同于(yu)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)使(shi)用(yong)(yong)(yong)(yong)(yong)行(xing)(xing)(xing)(xing)為(wei)(wei)(wei)，在(zai)不(bu)考慮主(zhu)觀過(guo)(guo)(guo)錯的(de)(de)(de)(de)(de)情(qing)況下仍被(bei)認定(ding)(ding)(ding)(ding)(ding)(ding)(ding)構(gou)(gou)成侵(qin)(qin)權(quan)(quan)(quan)，無疑(yi)對(dui)于(yu)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)間(jian)(jian)運(yun)(yun)(yun)(yun)營(ying)(ying)(ying)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)或(huo)(huo)主(zhu)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)來(lai)說是(shi)(shi)(shi)(shi)苛以(yi)不(bu)夠合理(li)的(de)(de)(de)(de)(de)注(zhu)意義(yi)(yi)(yi)(yi)務(wu)(wu)(wu)。有(you)(you)的(de)(de)(de)(de)(de)法(fa)(fa)(fa)(fa)(fa)院(yuan)認定(ding)(ding)(ding)(ding)(ding)(ding)(ding)該(gai)等(deng)(deng)行(xing)(xing)(xing)(xing)為(wei)(wei)(wei)等(deng)(deng)同于(yu)“銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)”行(xing)(xing)(xing)(xing)為(wei)(wei)(wei)，如(ru)(ru)“ASAK”案中(zhong)(zhong)，二(er)審(shen)(shen)法(fa)(fa)(fa)(fa)(fa)院(yuan)認為(wei)(wei)(wei)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)在(zai)廣(guang)(guang)告(gao)(gao)宣(xuan)傳中(zhong)(zhong)使(shi)用(yong)(yong)(yong)(yong)(yong)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)的(de)(de)(de)(de)(de)行(xing)(xing)(xing)(xing)為(wei)(wei)(wei)并(bing)(bing)不(bu)是(shi)(shi)(shi)(shi)一(yi)(yi)種“商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)使(shi)用(yong)(yong)(yong)(yong)(yong)”行(xing)(xing)(xing)(xing)為(wei)(wei)(wei)，故認定(ding)(ding)(ding)(ding)(ding)(ding)(ding)一(yi)(yi)審(shen)(shen)法(fa)(fa)(fa)(fa)(fa)院(yuan)適(shi)(shi)用(yong)(yong)(yong)(yong)(yong)《商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)法(fa)(fa)(fa)(fa)(fa)》第(di)(di)(di)(di)(di)五(wu)十(shi)(shi)(shi)七(qi)條(tiao)第(di)(di)(di)(di)(di)（一(yi)(yi)）項(xiang)(xiang)的(de)(de)(de)(de)(de)法(fa)(fa)(fa)(fa)(fa)律(lv)錯誤，依(yi)據《商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)法(fa)(fa)(fa)(fa)(fa)》第(di)(di)(di)(di)(di)五(wu)十(shi)(shi)(shi)七(qi)條(tiao)第(di)(di)(di)(di)(di)（三(san)）項(xiang)(xiang)的(de)(de)(de)(de)(de)規(gui)(gui)定(ding)(ding)(ding)(ding)(ding)(ding)(ding)進(jin)行(xing)(xing)(xing)(xing)改判。有(you)(you)的(de)(de)(de)(de)(de)法(fa)(fa)(fa)(fa)(fa)院(yuan)認為(wei)(wei)(wei)構(gou)(gou)成幫(bang)助(zhu)侵(qin)(qin)權(quan)(quan)(quan)，如(ru)(ru)“南通羅(luo)萊蠶絲(si)坊”案中(zhong)(zhong)，法(fa)(fa)(fa)(fa)(fa)院(yuan)認為(wei)(wei)(wei)主(zhu)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)在(zai)帶(dai)貨(huo)宣(xuan)傳時，應(ying)(ying)(ying)對(dui)所涉(she)(she)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)進(jin)行(xing)(xing)(xing)(xing)必要的(de)(de)(de)(de)(de)審(shen)(shen)查，案涉(she)(she)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)品(pin)(pin)上(shang)并(bing)(bing)無羅(luo)萊公司相(xiang)關標(biao)(biao)(biao)(biao)(biao)(biao)識，明(ming)(ming)顯并(bing)(bing)非羅(luo)萊公司生(sheng)產(chan)(chan)，但其卻以(yi)“南通羅(luo)萊蠶絲(si)坊”名(ming)義(yi)(yi)(yi)(yi)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)(bo)(bo)(bo)帶(dai)貨(huo)，幫(bang)助(zhu)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)家實施(shi)侵(qin)(qin)權(quan)(quan)(quan)行(xing)(xing)(xing)(xing)為(wei)(wei)(wei)，應(ying)(ying)(ying)承(cheng)(cheng)擔相(xiang)應(ying)(ying)(ying)連(lian)帶(dai)責任(ren)(ren)。筆者(zhe)(zhe)認為(wei)(wei)(wei)，《商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)法(fa)(fa)(fa)(fa)(fa)》第(di)(di)(di)(di)(di)五(wu)十(shi)(shi)(shi)七(qi)條(tiao)第(di)(di)(di)(di)(di)（六）項(xiang)(xiang)明(ming)(ming)確(que)規(gui)(gui)定(ding)(ding)(ding)(ding)(ding)(ding)(ding)，故意為(wei)(wei)(wei)侵(qin)(qin)犯(fan)(fan)他(ta)人(ren)(ren)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)專(zhuan)用(yong)(yong)(yong)(yong)(yong)權(quan)(quan)(quan)行(xing)(xing)(xing)(xing)為(wei)(wei)(wei)提供(gong)(gong)便利(li)條(tiao)件，幫(bang)助(zhu)他(ta)人(ren)(ren)實施(shi)侵(qin)(qin)犯(fan)(fan)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)專(zhuan)用(yong)(yong)(yong)(yong)(yong)權(quan)(quan)(quan)行(xing)(xing)(xing)(xing)為(wei)(wei)(wei)的(de)(de)(de)(de)(de)，屬(shu)(shu)于(yu)侵(qin)(qin)犯(fan)(fan)注(zhu)冊(ce)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)專(zhuan)用(yong)(yong)(yong)(yong)(yong)權(quan)(quan)(quan)。基于(yu)《商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)標(biao)(biao)(biao)(biao)(biao)(biao)法(fa)(fa)(fa)(fa)(fa)》并(bing)(bing)未規(gui)(gui)定(ding)(ding)(ding)(ding)(ding)(ding)(ding)“許(xu)諾(nuo)銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)”侵(qin)(qin)權(quan)(quan)(quan)形(xing)態(tai)，且(qie)相(xiang)當(dang)一(yi)(yi)部分廣(guang)(guang)告(gao)(gao)推(tui)(tui)廣(guang)(guang)行(xing)(xing)(xing)(xing)為(wei)(wei)(wei)并(bing)(bing)無法(fa)(fa)(fa)(fa)(fa)與銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)等(deng)(deng)同，將(jiang)(jiang)單純的(de)(de)(de)(de)(de)廣(guang)(guang)告(gao)(gao)推(tui)(tui)廣(guang)(guang)行(xing)(xing)(xing)(xing)為(wei)(wei)(wei)視為(wei)(wei)(wei)幫(bang)助(zhu)侵(qin)(qin)權(quan)(quan)(quan)，并(bing)(bing)依(yi)據《民法(fa)(fa)(fa)(fa)(fa)典》相(xiang)關規(gui)(gui)定(ding)(ding)(ding)(ding)(ding)(ding)(ding)，認定(ding)(ding)(ding)(ding)(ding)(ding)(ding)其與銷(xiao)(xiao)(xiao)(xiao)(xiao)(xiao)售(shou)(shou)商(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)(shang)承(cheng)(cheng)擔連(lian)帶(dai)責任(ren)(ren)，更(geng)符合權(quan)(quan)(quan)責一(yi)(yi)致原則。

三、直播主播的法律責任

直(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)主(zhu)(zhu)(zhu)(zhu)(zhu)播(bo)(bo)(bo)(bo)，應(ying)被認定(ding)為(wei)(wei)《網(wang)(wang)絡(luo)(luo)直(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)營(ying)(ying)銷管(guan)理(li)(li)辦法(fa)（試行(xing)(xing)）》第二條規定(ding)的(de)(de)(de)(de)直(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)營(ying)(ying)銷人(ren)員，是指在(zai)網(wang)(wang)絡(luo)(luo)直(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)營(ying)(ying)銷中(zhong)直(zhi)(zhi)(zhi)(zhi)接(jie)(jie)向社(she)會(hui)公(gong)眾開展(zhan)營(ying)(ying)銷的(de)(de)(de)(de)個(ge)(ge)人(ren)，與直(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)間(jian)(jian)經(jing)營(ying)(ying)商(shang)相同(tong)(tong)，作為(wei)(wei)平(ping)(ping)(ping)臺內經(jing)營(ying)(ying)者，網(wang)(wang)絡(luo)(luo)主(zhu)(zhu)(zhu)(zhu)(zhu)播(bo)(bo)(bo)(bo)承(cheng)擔的(de)(de)(de)(de)是直(zhi)(zhi)(zhi)(zhi)接(jie)(jie)侵(qin)權(quan)(quan)(quan)責任。但是其(qi)(qi)承(cheng)擔直(zhi)(zhi)(zhi)(zhi)接(jie)(jie)侵(qin)權(quan)(quan)(quan)責任的(de)(de)(de)(de)方式，根據(ju)其(qi)(qi)身(shen)份(fen)不(bu)同(tong)(tong)，有(you)所不(bu)同(tong)(tong)。基(ji)于(yu)法(fa)律關(guan)系定(ding)性的(de)(de)(de)(de)不(bu)同(tong)(tong)，網(wang)(wang)絡(luo)(luo)主(zhu)(zhu)(zhu)(zhu)(zhu)播(bo)(bo)(bo)(bo)可以(yi)分為(wei)(wei)以(yi)下三(san)類：即(ji)(ji)以(yi)個(ge)(ge)人(ren)身(shen)份(fen)使用直(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)平(ping)(ping)(ping)臺進行(xing)(xing)直(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)活動(dong)(dong)的(de)(de)(de)(de)個(ge)(ge)人(ren)主(zhu)(zhu)(zhu)(zhu)(zhu)播(bo)(bo)(bo)(bo)，與直(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)平(ping)(ping)(ping)臺或(huo)(huo)直(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)間(jian)(jian)經(jing)營(ying)(ying)商(shang)建立勞(lao)動(dong)(dong)或(huo)(huo)勞(lao)務(wu)關(guan)系并且進行(xing)(xing)直(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)活動(dong)(dong)的(de)(de)(de)(de)簽約直(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)，以(yi)及(ji)與商(shang)家(jia)建立勞(lao)動(dong)(dong)關(guan)系或(huo)(huo)勞(lao)務(wu)關(guan)系進行(xing)(xing)直(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)活動(dong)(dong)的(de)(de)(de)(de)商(shang)家(jia)主(zhu)(zhu)(zhu)(zhu)(zhu)播(bo)(bo)(bo)(bo)。在(zai)商(shang)家(jia)主(zhu)(zhu)(zhu)(zhu)(zhu)播(bo)(bo)(bo)(bo)以(yi)及(ji)簽約主(zhu)(zhu)(zhu)(zhu)(zhu)播(bo)(bo)(bo)(bo)的(de)(de)(de)(de)合(he)作模式中(zhong)，基(ji)于(yu)主(zhu)(zhu)(zhu)(zhu)(zhu)播(bo)(bo)(bo)(bo)與商(shang)家(jia)、直(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)間(jian)(jian)經(jing)營(ying)(ying)商(shang)之間(jian)(jian)存在(zai)勞(lao)動(dong)(dong)關(guan)系或(huo)(huo)勞(lao)務(wu)等(deng)隸屬(shu)關(guan)系，需要受(shou)到直(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)間(jian)(jian)經(jing)營(ying)(ying)商(shang)、商(shang)家(jia)的(de)(de)(de)(de)管(guan)理(li)(li)和約束，需要在(zai)直(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)間(jian)(jian)運營(ying)(ying)商(shang)的(de)(de)(de)(de)控制和指令(ling)下從(cong)事網(wang)(wang)絡(luo)(luo)直(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)活動(dong)(dong)，其(qi)(qi)行(xing)(xing)為(wei)(wei)體現了直(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)間(jian)(jian)經(jing)營(ying)(ying)商(shang)或(huo)(huo)商(shang)家(jia)的(de)(de)(de)(de)意(yi)志，如果主(zhu)(zhu)(zhu)(zhu)(zhu)播(bo)(bo)(bo)(bo)在(zai)直(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)帶貨過程中(zhong)實施侵(qin)害他(ta)人(ren)知識產權(quan)(quan)(quan)的(de)(de)(de)(de)行(xing)(xing)為(wei)(wei)，侵(qin)權(quan)(quan)(quan)行(xing)(xing)為(wei)(wei)將被定(ding)性為(wei)(wei)職務(wu)行(xing)(xing)為(wei)(wei)，即(ji)(ji)主(zhu)(zhu)(zhu)(zhu)(zhu)播(bo)(bo)(bo)(bo)侵(qin)權(quan)(quan)(quan)行(xing)(xing)為(wei)(wei)的(de)(de)(de)(de)法(fa)律后果歸屬(shu)于(yu)雇傭他(ta)/她的(de)(de)(de)(de)商(shang)家(jia)、直(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)間(jian)(jian)經(jing)營(ying)(ying)商(shang)承(cheng)擔。而個(ge)(ge)人(ren)主(zhu)(zhu)(zhu)(zhu)(zhu)播(bo)(bo)(bo)(bo)，其(qi)(qi)獨立運營(ying)(ying)網(wang)(wang)絡(luo)(luo)直(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)間(jian)(jian)，與直(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)間(jian)(jian)經(jing)營(ying)(ying)商(shang)身(shen)份(fen)競合(he)，自(zi)然與直(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)間(jian)(jian)經(jing)營(ying)(ying)商(shang)承(cheng)擔法(fa)律責任完(wan)全相同(tong)(tong)，享有(you)的(de)(de)(de)(de)合(he)法(fa)來源(yuan)抗辯權(quan)(quan)(quan)內容也相同(tong)(tong)，筆者在(zai)此不(bu)再(zai)贅述。

四、直播平臺運營商的法律責任

國家市(shi)場監(jian)督管(guan)(guan)(guan)(guan)理(li)(li)(li)總局于(yu)(yu)(yu)2020年11月5日發(fa)布的(de)(de)(de)(de)(de)(de)(de)(de)《關于(yu)(yu)(yu)加(jia)強(qiang)網(wang)(wang)絡(luo)(luo)(luo)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)活動監(jian)管(guan)(guan)(guan)(guan)的(de)(de)(de)(de)(de)(de)(de)(de)指導意(yi)(yi)(yi)見》第(di)二(er)條(tiao)將直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)明確(que)定(ding)(ding)(ding)(ding)(ding)(ding)(ding)義(yi)(yi)為(wei)(wei)(wei)(wei)(wei)電(dian)子(zi)(zi)(zi)商(shang)(shang)(shang)(shang)(shang)務(wu)(wu)(wu)(wu)(wu)平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)經(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)者(zhe)(zhe)(zhe)(zhe)，規(gui)(gui)(gui)(gui)定(ding)(ding)(ding)(ding)(ding)(ding)(ding)，網(wang)(wang)絡(luo)(luo)(luo)平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)為(wei)(wei)(wei)(wei)(wei)采(cai)(cai)用(yong)網(wang)(wang)絡(luo)(luo)(luo)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)方(fang)(fang)(fang)(fang)式(shi)(shi)銷(xiao)(xiao)售商(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)或(huo)提(ti)(ti)供服(fu)務(wu)(wu)(wu)(wu)(wu)的(de)(de)(de)(de)(de)(de)(de)(de)經(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)者(zhe)(zhe)(zhe)(zhe)提(ti)(ti)供網(wang)(wang)絡(luo)(luo)(luo)經(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)場所、交(jiao)(jiao)易(yi)(yi)(yi)(yi)撮(cuo)合(he)(he)、信息發(fa)布等(deng)(deng)(deng)服(fu)務(wu)(wu)(wu)(wu)(wu)，供交(jiao)(jiao)易(yi)(yi)(yi)(yi)雙方(fang)(fang)(fang)(fang)或(huo)多方(fang)(fang)(fang)(fang)獨立(li)開(kai)(kai)(kai)(kai)展交(jiao)(jiao)易(yi)(yi)(yi)(yi)活動的(de)(de)(de)(de)(de)(de)(de)(de)，特別(bie)是網(wang)(wang)絡(luo)(luo)(luo)平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)開(kai)(kai)(kai)(kai)放(fang)網(wang)(wang)絡(luo)(luo)(luo)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)推(tui)廣服(fu)務(wu)(wu)(wu)(wu)(wu)經(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)者(zhe)(zhe)(zhe)(zhe)入駐功能(neng)、為(wei)(wei)(wei)(wei)(wei)采(cai)(cai)用(yong)網(wang)(wang)絡(luo)(luo)(luo)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)方(fang)(fang)(fang)(fang)式(shi)(shi)推(tui)廣商(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)或(huo)服(fu)務(wu)(wu)(wu)(wu)(wu)的(de)(de)(de)(de)(de)(de)(de)(de)經(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)者(zhe)(zhe)(zhe)(zhe)提(ti)(ti)供直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)技(ji)術(shu)服(fu)務(wu)(wu)(wu)(wu)(wu)的(de)(de)(de)(de)(de)(de)(de)(de)，應按照《電(dian)子(zi)(zi)(zi)商(shang)(shang)(shang)(shang)(shang)務(wu)(wu)(wu)(wu)(wu)法(fa)(fa)》規(gui)(gui)(gui)(gui)定(ding)(ding)(ding)(ding)(ding)(ding)(ding)履行(xing)(xing)(xing)(xing)電(dian)子(zi)(zi)(zi)商(shang)(shang)(shang)(shang)(shang)務(wu)(wu)(wu)(wu)(wu)平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)經(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)者(zhe)(zhe)(zhe)(zhe)的(de)(de)(de)(de)(de)(de)(de)(de)責(ze)任(ren)和(he)(he)義(yi)(yi)務(wu)(wu)(wu)(wu)(wu)。首例認(ren)(ren)定(ding)(ding)(ding)(ding)(ding)(ding)(ding)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)帶(dai)貨場景下(xia)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)為(wei)(wei)(wei)(wei)(wei)電(dian)商(shang)(shang)(shang)(shang)(shang)平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)的(de)(de)(de)(de)(de)(de)(de)(de)商(shang)(shang)(shang)(shang)(shang)標(biao)(biao)權(quan)(quan)(quan)(quan)(quan)(quan)(quan)侵權(quan)(quan)(quan)(quan)(quan)(quan)(quan)案件，北京市(shi)海淀法(fa)(fa)院(yuan)審(shen)理(li)(li)(li)的(de)(de)(de)(de)(de)(de)(de)(de)賽飾(shi)貿易(yi)(yi)(yi)(yi)（上海）有(you)(you)(you)限(xian)公司與(yu)萊州市(shi)弘宇工藝品(pin)(pin)(pin)有(you)(you)(you)限(xian)公司、北京微(wei)播(bo)(bo)(bo)(bo)(bo)視界科技(ji)有(you)(you)(you)限(xian)公司侵害(hai)商(shang)(shang)(shang)(shang)(shang)標(biao)(biao)權(quan)(quan)(quan)(quan)(quan)(quan)(quan)案，也(ye)明確(que)將直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)認(ren)(ren)定(ding)(ding)(ding)(ding)(ding)(ding)(ding)為(wei)(wei)(wei)(wei)(wei)電(dian)子(zi)(zi)(zi)商(shang)(shang)(shang)(shang)(shang)務(wu)(wu)(wu)(wu)(wu)平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)經(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)者(zhe)(zhe)(zhe)(zhe)。對(dui)于(yu)(yu)(yu)電(dian)子(zi)(zi)(zi)商(shang)(shang)(shang)(shang)(shang)務(wu)(wu)(wu)(wu)(wu)平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)經(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)者(zhe)(zhe)(zhe)(zhe)，與(yu)平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)內(nei)(nei)(nei)(nei)經(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)者(zhe)(zhe)(zhe)(zhe)承擔的(de)(de)(de)(de)(de)(de)(de)(de)法(fa)(fa)律責(ze)任(ren)是有(you)(you)(you)明顯差異的(de)(de)(de)(de)(de)(de)(de)(de)。只要(yao)(yao)(yao)(yao)(yao)(yao)(yao)電(dian)子(zi)(zi)(zi)商(shang)(shang)(shang)(shang)(shang)務(wu)(wu)(wu)(wu)(wu)平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)經(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)者(zhe)(zhe)(zhe)(zhe)盡(jin)到(dao)(dao)(dao)了(le)(le)(le)事(shi)(shi)(shi)先(xian)、事(shi)(shi)(shi)中(zhong)和(he)(he)事(shi)(shi)(shi)后(hou)的(de)(de)(de)(de)(de)(de)(de)(de)審(shen)核(he)(he)和(he)(he)監(jian)管(guan)(guan)(guan)(guan)責(ze)任(ren)，就(jiu)可(ke)(ke)以(yi)(yi)免除(chu)其侵權(quan)(quan)(quan)(quan)(quan)(quan)(quan)責(ze)任(ren)。而《電(dian)子(zi)(zi)(zi)商(shang)(shang)(shang)(shang)(shang)務(wu)(wu)(wu)(wu)(wu)法(fa)(fa)》也(ye)分(fen)別(bie)規(gui)(gui)(gui)(gui)定(ding)(ding)(ding)(ding)(ding)(ding)(ding)了(le)(le)(le)“避(bi)風(feng)(feng)港規(gui)(gui)(gui)(gui)則(ze)”及(ji)“紅(hong)(hong)旗(qi)規(gui)(gui)(gui)(gui)則(ze)”，為(wei)(wei)(wei)(wei)(wei)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)運(yun)(yun)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)商(shang)(shang)(shang)(shang)(shang)法(fa)(fa)律責(ze)任(ren)承擔提(ti)(ti)供了(le)(le)(le)法(fa)(fa)律依據。“避(bi)風(feng)(feng)港規(gui)(gui)(gui)(gui)則(ze)”即(ji)“通(tong)(tong)(tong)知(zhi)(zhi)(zhi)(zhi)+刪(shan)除(chu)”規(gui)(gui)(gui)(gui)則(ze)，《電(dian)子(zi)(zi)(zi)商(shang)(shang)(shang)(shang)(shang)務(wu)(wu)(wu)(wu)(wu)法(fa)(fa)》第(di)四十二(er)條(tiao)規(gui)(gui)(gui)(gui)定(ding)(ding)(ding)(ding)(ding)(ding)(ding)，知(zhi)(zhi)(zhi)(zhi)識(shi)產(chan)(chan)(chan)(chan)權(quan)(quan)(quan)(quan)(quan)(quan)(quan)權(quan)(quan)(quan)(quan)(quan)(quan)(quan)利(li)(li)(li)人(ren)認(ren)(ren)為(wei)(wei)(wei)(wei)(wei)其知(zhi)(zhi)(zhi)(zhi)識(shi)產(chan)(chan)(chan)(chan)權(quan)(quan)(quan)(quan)(quan)(quan)(quan)受到(dao)(dao)(dao)侵害(hai)的(de)(de)(de)(de)(de)(de)(de)(de)，有(you)(you)(you)權(quan)(quan)(quan)(quan)(quan)(quan)(quan)通(tong)(tong)(tong)知(zhi)(zhi)(zhi)(zhi)電(dian)子(zi)(zi)(zi)商(shang)(shang)(shang)(shang)(shang)務(wu)(wu)(wu)(wu)(wu)平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)經(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)者(zhe)(zhe)(zhe)(zhe)采(cai)(cai)取(qu)刪(shan)除(chu)、屏(ping)蔽、斷(duan)(duan)(duan)開(kai)(kai)(kai)(kai)鏈接(jie)、終(zhong)止交(jiao)(jiao)易(yi)(yi)(yi)(yi)和(he)(he)服(fu)務(wu)(wu)(wu)(wu)(wu)等(deng)(deng)(deng)必(bi)(bi)(bi)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)措(cuo)(cuo)施(shi)(shi)。通(tong)(tong)(tong)知(zhi)(zhi)(zhi)(zhi)應當包括構成侵權(quan)(quan)(quan)(quan)(quan)(quan)(quan)的(de)(de)(de)(de)(de)(de)(de)(de)初步證據。電(dian)子(zi)(zi)(zi)商(shang)(shang)(shang)(shang)(shang)務(wu)(wu)(wu)(wu)(wu)平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)經(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)者(zhe)(zhe)(zhe)(zhe)接(jie)到(dao)(dao)(dao)通(tong)(tong)(tong)知(zhi)(zhi)(zhi)(zhi)后(hou)，應當及(ji)時(shi)(shi)(shi)采(cai)(cai)取(qu)必(bi)(bi)(bi)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)措(cuo)(cuo)施(shi)(shi)，并將該通(tong)(tong)(tong)知(zhi)(zhi)(zhi)(zhi)轉送平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)內(nei)(nei)(nei)(nei)經(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)者(zhe)(zhe)(zhe)(zhe)；未及(ji)時(shi)(shi)(shi)采(cai)(cai)取(qu)必(bi)(bi)(bi)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)措(cuo)(cuo)施(shi)(shi)的(de)(de)(de)(de)(de)(de)(de)(de)，對(dui)損害(hai)的(de)(de)(de)(de)(de)(de)(de)(de)擴大部分(fen)與(yu)平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)內(nei)(nei)(nei)(nei)經(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)者(zhe)(zhe)(zhe)(zhe)承擔連帶(dai)責(ze)任(ren)。該條(tiao)規(gui)(gui)(gui)(gui)定(ding)(ding)(ding)(ding)(ding)(ding)(ding)，主要(yao)(yao)(yao)(yao)(yao)(yao)(yao)是基于(yu)(yu)(yu)電(dian)子(zi)(zi)(zi)商(shang)(shang)(shang)(shang)(shang)務(wu)(wu)(wu)(wu)(wu)平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)經(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)者(zhe)(zhe)(zhe)(zhe)的(de)(de)(de)(de)(de)(de)(de)(de)事(shi)(shi)(shi)中(zhong)和(he)(he)事(shi)(shi)(shi)后(hou)審(shen)核(he)(he)和(he)(he)監(jian)管(guan)(guan)(guan)(guan)責(ze)任(ren)提(ti)(ti)出(chu)的(de)(de)(de)(de)(de)(de)(de)(de)，直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)運(yun)(yun)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)商(shang)(shang)(shang)(shang)(shang)收(shou)到(dao)(dao)(dao)知(zhi)(zhi)(zhi)(zhi)識(shi)產(chan)(chan)(chan)(chan)權(quan)(quan)(quan)(quan)(quan)(quan)(quan)權(quan)(quan)(quan)(quan)(quan)(quan)(quan)利(li)(li)(li)人(ren)通(tong)(tong)(tong)知(zhi)(zhi)(zhi)(zhi)后(hou)，僅需進行(xing)(xing)(xing)(xing)形式(shi)(shi)審(shen)查(cha)，無(wu)需對(dui)通(tong)(tong)(tong)知(zhi)(zhi)(zhi)(zhi)內(nei)(nei)(nei)(nei)容(rong)進行(xing)(xing)(xing)(xing)法(fa)(fa)律上判斷(duan)(duan)(duan)，也(ye)不(bu)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)求(qiu)(qiu)對(dui)通(tong)(tong)(tong)知(zhi)(zhi)(zhi)(zhi)指控內(nei)(nei)(nei)(nei)容(rong)進行(xing)(xing)(xing)(xing)調(diao)查(cha)，就(jiu)應當及(ji)時(shi)(shi)(shi)根據通(tong)(tong)(tong)知(zhi)(zhi)(zhi)(zhi)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)求(qiu)(qiu)，對(dui)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)間運(yun)(yun)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)商(shang)(shang)(shang)(shang)(shang)及(ji)主播(bo)(bo)(bo)(bo)(bo)等(deng)(deng)(deng)平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)內(nei)(nei)(nei)(nei)經(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)者(zhe)(zhe)(zhe)(zhe)采(cai)(cai)取(qu)刪(shan)除(chu)、屏(ping)蔽、斷(duan)(duan)(duan)開(kai)(kai)(kai)(kai)鏈接(jie)、終(zhong)止交(jiao)(jiao)易(yi)(yi)(yi)(yi)和(he)(he)服(fu)務(wu)(wu)(wu)(wu)(wu)等(deng)(deng)(deng)必(bi)(bi)(bi)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)措(cuo)(cuo)施(shi)(shi)。事(shi)(shi)(shi)實上，作(zuo)(zuo)為(wei)(wei)(wei)(wei)(wei)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)運(yun)(yun)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)商(shang)(shang)(shang)(shang)(shang)而言，其不(bu)能(neng)以(yi)(yi)缺乏實質調(diao)查(cha)和(he)(he)判斷(duan)(duan)(duan)能(neng)力(li)、資(zi)源為(wei)(wei)(wei)(wei)(wei)由，拒絕履行(xing)(xing)(xing)(xing)及(ji)時(shi)(shi)(shi)通(tong)(tong)(tong)知(zhi)(zhi)(zhi)(zhi)及(ji)采(cai)(cai)取(qu)措(cuo)(cuo)施(shi)(shi)的(de)(de)(de)(de)(de)(de)(de)(de)義(yi)(yi)務(wu)(wu)(wu)(wu)(wu)。“紅(hong)(hong)旗(qi)規(gui)(gui)(gui)(gui)則(ze)”體(ti)現在《電(dian)子(zi)(zi)(zi)商(shang)(shang)(shang)(shang)(shang)務(wu)(wu)(wu)(wu)(wu)法(fa)(fa)》第(di)四十五條(tiao)規(gui)(gui)(gui)(gui)定(ding)(ding)(ding)(ding)(ding)(ding)(ding)，即(ji)電(dian)子(zi)(zi)(zi)商(shang)(shang)(shang)(shang)(shang)務(wu)(wu)(wu)(wu)(wu)平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)經(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)者(zhe)(zhe)(zhe)(zhe)知(zhi)(zhi)(zhi)(zhi)道或(huo)者(zhe)(zhe)(zhe)(zhe)應當知(zhi)(zhi)(zhi)(zhi)道平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)內(nei)(nei)(nei)(nei)經(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)者(zhe)(zhe)(zhe)(zhe)侵犯知(zhi)(zhi)(zhi)(zhi)識(shi)產(chan)(chan)(chan)(chan)權(quan)(quan)(quan)(quan)(quan)(quan)(quan)的(de)(de)(de)(de)(de)(de)(de)(de)，應當采(cai)(cai)取(qu)刪(shan)除(chu)、屏(ping)蔽、斷(duan)(duan)(duan)開(kai)(kai)(kai)(kai)鏈接(jie)、終(zhong)止交(jiao)(jiao)易(yi)(yi)(yi)(yi)和(he)(he)服(fu)務(wu)(wu)(wu)(wu)(wu)等(deng)(deng)(deng)必(bi)(bi)(bi)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)措(cuo)(cuo)施(shi)(shi)；未采(cai)(cai)取(qu)必(bi)(bi)(bi)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)措(cuo)(cuo)施(shi)(shi)的(de)(de)(de)(de)(de)(de)(de)(de)，與(yu)侵權(quan)(quan)(quan)(quan)(quan)(quan)(quan)人(ren)承擔連帶(dai)責(ze)任(ren)。知(zhi)(zhi)(zhi)(zhi)識(shi)產(chan)(chan)(chan)(chan)權(quan)(quan)(quan)(quan)(quan)(quan)(quan)人(ren)的(de)(de)(de)(de)(de)(de)(de)(de)通(tong)(tong)(tong)知(zhi)(zhi)(zhi)(zhi)雖(sui)然屬于(yu)(yu)(yu)讓直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)運(yun)(yun)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)商(shang)(shang)(shang)(shang)(shang)知(zhi)(zhi)(zhi)(zhi)道平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)內(nei)(nei)(nei)(nei)侵權(quan)(quan)(quan)(quan)(quan)(quan)(quan)行(xing)(xing)(xing)(xing)為(wei)(wei)(wei)(wei)(wei)的(de)(de)(de)(de)(de)(de)(de)(de)一(yi)種有(you)(you)(you)效途徑，但是沒有(you)(you)(you)通(tong)(tong)(tong)知(zhi)(zhi)(zhi)(zhi)并不(bu)等(deng)(deng)(deng)于(yu)(yu)(yu)平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)運(yun)(yun)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)商(shang)(shang)(shang)(shang)(shang)就(jiu)可(ke)(ke)以(yi)(yi)逃避(bi)一(yi)般性(xing)注(zhu)意(yi)(yi)(yi)義(yi)(yi)務(wu)(wu)(wu)(wu)(wu)，對(dui)平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)內(nei)(nei)(nei)(nei)的(de)(de)(de)(de)(de)(de)(de)(de)侵權(quan)(quan)(quan)(quan)(quan)(quan)(quan)行(xing)(xing)(xing)(xing)為(wei)(wei)(wei)(wei)(wei)就(jiu)可(ke)(ke)以(yi)(yi)放(fang)任(ren)不(bu)管(guan)(guan)(guan)(guan)。如果侵權(quan)(quan)(quan)(quan)(quan)(quan)(quan)行(xing)(xing)(xing)(xing)為(wei)(wei)(wei)(wei)(wei)如同(tong)(tong)“紅(hong)(hong)旗(qi)”一(yi)般醒(xing)目，致使平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)運(yun)(yun)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)商(shang)(shang)(shang)(shang)(shang)知(zhi)(zhi)(zhi)(zhi)道或(huo)應當知(zhi)(zhi)(zhi)(zhi)道，那么(me)平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)運(yun)(yun)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)商(shang)(shang)(shang)(shang)(shang)就(jiu)不(bu)能(neng)因為(wei)(wei)(wei)(wei)(wei)沒有(you)(you)(you)接(jie)到(dao)(dao)(dao)任(ren)何通(tong)(tong)(tong)知(zhi)(zhi)(zhi)(zhi)，就(jiu)萬事(shi)(shi)(shi)大吉，規(gui)(gui)(gui)(gui)避(bi)一(yi)切侵權(quan)(quan)(quan)(quan)(quan)(quan)(quan)責(ze)任(ren)了(le)(le)(le)。《網(wang)(wang)絡(luo)(luo)(luo)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)管(guan)(guan)(guan)(guan)理(li)(li)(li)辦法(fa)(fa)（試(shi)行(xing)(xing)(xing)(xing)）》實際也(ye)在利(li)(li)(li)用(yong)專章的(de)(de)(de)(de)(de)(de)(de)(de)方(fang)(fang)(fang)(fang)式(shi)(shi)，規(gui)(gui)(gui)(gui)定(ding)(ding)(ding)(ding)(ding)(ding)(ding)了(le)(le)(le)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)負有(you)(you)(you)制定(ding)(ding)(ding)(ding)(ding)(ding)(ding)并公開(kai)(kai)(kai)(kai)網(wang)(wang)絡(luo)(luo)(luo)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)管(guan)(guan)(guan)(guan)理(li)(li)(li)規(gui)(gui)(gui)(gui)則(ze)、平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)公約、制定(ding)(ding)(ding)(ding)(ding)(ding)(ding)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)商(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)和(he)(he)服(fu)務(wu)(wu)(wu)(wu)(wu)負面(mian)目錄、身份驗(yan)證及(ji)審(shen)核(he)(he)、開(kai)(kai)(kai)(kai)展信息發(fa)布審(shen)核(he)(he)和(he)(he)實時(shi)(shi)(shi)巡查(cha)、建(jian)立(li)健全投訴(su)、舉報機(ji)(ji)制、對(dui)涉嫌(xian)違法(fa)(fa)違規(gui)(gui)(gui)(gui)的(de)(de)(de)(de)(de)(de)(de)(de)高風(feng)(feng)險營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)行(xing)(xing)(xing)(xing)為(wei)(wei)(wei)(wei)(wei)采(cai)(cai)取(qu)彈窗提(ti)(ti)示(shi)、違規(gui)(gui)(gui)(gui)警示(shi)、限(xian)制流量、暫停直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)等(deng)(deng)(deng)措(cuo)(cuo)施(shi)(shi)等(deng)(deng)(deng)責(ze)任(ren)，要(yao)(yao)(yao)(yao)(yao)(yao)(yao)求(qiu)(qiu)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)運(yun)(yun)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)商(shang)(shang)(shang)(shang)(shang)履行(xing)(xing)(xing)(xing)事(shi)(shi)(shi)先(xian)審(shen)核(he)(he)和(he)(he)監(jian)管(guan)(guan)(guan)(guan)責(ze)任(ren)。實踐中(zhong)，對(dui)于(yu)(yu)(yu)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)運(yun)(yun)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)商(shang)(shang)(shang)(shang)(shang)的(de)(de)(de)(de)(de)(de)(de)(de)合(he)(he)理(li)(li)(li)注(zhu)意(yi)(yi)(yi)義(yi)(yi)務(wu)(wu)(wu)(wu)(wu)，應當根據《網(wang)(wang)絡(luo)(luo)(luo)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)管(guan)(guan)(guan)(guan)理(li)(li)(li)辦法(fa)(fa)（試(shi)行(xing)(xing)(xing)(xing)）》等(deng)(deng)(deng)規(gui)(gui)(gui)(gui)定(ding)(ding)(ding)(ding)(ding)(ding)(ding)，結合(he)(he)平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)是否(fou)建(jian)立(li)了(le)(le)(le)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)帶(dai)貨準入機(ji)(ji)制，是否(fou)制定(ding)(ding)(ding)(ding)(ding)(ding)(ding)并公開(kai)(kai)(kai)(kai)了(le)(le)(le)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)銷(xiao)(xiao)管(guan)(guan)(guan)(guan)理(li)(li)(li)規(gui)(gui)(gui)(gui)范或(huo)平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)公約，是否(fou)履行(xing)(xing)(xing)(xing)了(le)(le)(le)對(dui)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)間運(yun)(yun)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)者(zhe)(zhe)(zhe)(zhe)資(zi)質、商(shang)(shang)(shang)(shang)(shang)品(pin)(pin)(pin)等(deng)(deng)(deng)的(de)(de)(de)(de)(de)(de)(de)(de)審(shen)核(he)(he)，是否(fou)制定(ding)(ding)(ding)(ding)(ding)(ding)(ding)了(le)(le)(le)負面(mian)清單，是否(fou)建(jian)立(li)知(zhi)(zhi)(zhi)(zhi)識(shi)產(chan)(chan)(chan)(chan)權(quan)(quan)(quan)(quan)(quan)(quan)(quan)保護(hu)規(gui)(gui)(gui)(gui)則(ze)，是否(fou)建(jian)立(li)了(le)(le)(le)必(bi)(bi)(bi)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)的(de)(de)(de)(de)(de)(de)(de)(de)投訴(su)舉報機(ji)(ji)制，是否(fou)事(shi)(shi)(shi)后(hou)采(cai)(cai)取(qu)了(le)(le)(le)及(ji)時(shi)(shi)(shi)且必(bi)(bi)(bi)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)的(de)(de)(de)(de)(de)(de)(de)(de)處(chu)理(li)(li)(li)措(cuo)(cuo)施(shi)(shi)，是否(fou)積極(ji)協助(zhu)權(quan)(quan)(quan)(quan)(quan)(quan)(quan)利(li)(li)(li)人(ren)維(wei)(wei)權(quan)(quan)(quan)(quan)(quan)(quan)(quan)等(deng)(deng)(deng)方(fang)(fang)(fang)(fang)面(mian)，綜合(he)(he)判斷(duan)(duan)(duan)平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)經(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)者(zhe)(zhe)(zhe)(zhe)是否(fou)已盡(jin)了(le)(le)(le)合(he)(he)理(li)(li)(li)注(zhu)意(yi)(yi)(yi)義(yi)(yi)務(wu)(wu)(wu)(wu)(wu)。如果能(neng)夠根據證據認(ren)(ren)定(ding)(ding)(ding)(ding)(ding)(ding)(ding)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)運(yun)(yun)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)商(shang)(shang)(shang)(shang)(shang)作(zuo)(zuo)出(chu)了(le)(le)(le)事(shi)(shi)(shi)先(xian)審(shen)核(he)(he)、提(ti)(ti)示(shi)，事(shi)(shi)(shi)中(zhong)及(ji)時(shi)(shi)(shi)通(tong)(tong)(tong)知(zhi)(zhi)(zhi)(zhi)，事(shi)(shi)(shi)后(hou)及(ji)時(shi)(shi)(shi)采(cai)(cai)取(qu)必(bi)(bi)(bi)要(yao)(yao)(yao)(yao)(yao)(yao)(yao)措(cuo)(cuo)施(shi)(shi)，就(jiu)可(ke)(ke)以(yi)(yi)認(ren)(ren)定(ding)(ding)(ding)(ding)(ding)(ding)(ding)其盡(jin)到(dao)(dao)(dao)合(he)(he)理(li)(li)(li)注(zhu)意(yi)(yi)(yi)義(yi)(yi)務(wu)(wu)(wu)(wu)(wu)。綜上，直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)帶(dai)貨平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)各主體(ti)在侵害(hai)商(shang)(shang)(shang)(shang)(shang)標(biao)(biao)權(quan)(quan)(quan)(quan)(quan)(quan)(quan)的(de)(de)(de)(de)(de)(de)(de)(de)法(fa)(fa)律定(ding)(ding)(ding)(ding)(ding)(ding)(ding)性(xing)存在明顯不(bu)同(tong)(tong)，無(wu)論作(zuo)(zuo)為(wei)(wei)(wei)(wei)(wei)電(dian)子(zi)(zi)(zi)商(shang)(shang)(shang)(shang)(shang)務(wu)(wu)(wu)(wu)(wu)平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)經(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)者(zhe)(zhe)(zhe)(zhe)的(de)(de)(de)(de)(de)(de)(de)(de)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)運(yun)(yun)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)商(shang)(shang)(shang)(shang)(shang)，還是平(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)(ping)臺(tai)(tai)(tai)(tai)(tai)內(nei)(nei)(nei)(nei)經(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)者(zhe)(zhe)(zhe)(zhe)的(de)(de)(de)(de)(de)(de)(de)(de)直(zhi)(zhi)(zhi)(zhi)(zhi)播(bo)(bo)(bo)(bo)(bo)間運(yun)(yun)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)商(shang)(shang)(shang)(shang)(shang)和(he)(he)主播(bo)(bo)(bo)(bo)(bo)來說，都應當在法(fa)(fa)律的(de)(de)(de)(de)(de)(de)(de)(de)框架下(xia)合(he)(he)法(fa)(fa)經(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)，共同(tong)(tong)維(wei)(wei)護(hu)知(zhi)(zhi)(zhi)(zhi)識(shi)產(chan)(chan)(chan)(chan)權(quan)(quan)(quan)(quan)(quan)(quan)(quan)保護(hu)秩(zhi)序(xu)，倡導合(he)(he)法(fa)(fa)經(jing)營(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)(ying)、有(you)(you)(you)序(xu)競爭的(de)(de)(de)(de)(de)(de)(de)(de)市(shi)場經(jing)濟規(gui)(gui)(gui)(gui)范。

作者：孫志峰