Research on the Problems of Undue Influence in Web Influencer Live Streaming Marketing

Web influencer live streaming marketing is a new prevalent E-commerce channel in China. It developed at an appalling speed in such a short period that the Chinese law lags behind. It is found that a lot of illegal practices occur in the live streaming rooms, among which, undue influence is a neglected problem. Undue influence occurs between the live streamers and their fans because there is a relationship of trust between them. Undue influence, unlike fraud, frequently occurs in a concealed manner, covered by a seemingly legal veil. It is neglected because there is no conventional fraud in the live streaming marketing. Through personal participation in live streaming marketing and long-term observation, the legal constitution of undue influence is analyzed. In order to create a clean and clear online shopping environment, some suggestions are given to regulate undue influence in live streaming marketing. The rules on undue influence in common law is suggested to be adopted in Chinese law.