Research Report on Legal Risks in the Promotion of "Amateur Influencers"

Abstract

With the advancement of internet technology and the transformation of consumption patterns in the new era, the influencer economy, as a new internet business format, has achieved rapid development in China, bringing huge market dividends. However, the market access threshold is low. For example, amateurs can become influencers and start making profits by recommending good products on internet platforms, and such promotion behavior has a significant impact on the market. However, the "amateur influencer" economy in a profit-making state has problems such as false product promotion, excessive marketing, inadequate control over product quality, and imperfect after-sales service, involving legal risks such as infringement of intellectual property rights, violation of consumers' legitimate rights and interests, information asymmetry, and improper supervision. Therefore, to avoid the above legal risks, the following corresponding solutions should be taken: integration of intellectual property evidence collection, supervision and enforcement, strengthening supervision and improving access thresholds, high-quality spot checks and inspections, and formulating laws for live broadcast supervision. This is of great significance for promoting the healthy development of the influencer economy in accordance with the law, improving the professional quality of influencers, and safeguarding consumer rights and interests.