Live streaming has developed rapidly in the past two years，As an extremely popular product promotion and marketing method nowadays，Because it creates consumption scenarios through content、Expand consumption intention through social networking，Provides new impetus to promote consumers to choose online shopping。But using convenient and fast promotion channels、While taking advantage of deep and extensive connections with consumers，It also provides space for some criminals to infringe on intellectual property rights。Intellectual property issues in live streaming activities were originally mainly focused on the sale of fake and shoddy products，However, because all parties involved in the bet365 code actively promote transactions，Make sales、Service chain extension、Increasing links，Evolved into false propaganda、Fake sales、A complex of multiple problems including after-sales and rights protection difficulties。Live streaming as an emerging online sales model，For facilitating transactions、The role of meeting the different needs of consumers is obvious，It is precisely based on this，The protection of intellectual property rights should be strict and effective，Otherwise it is not conducive to long-term development。

　　Important aspects of bet365 code management in online shopping

There are many products on the online shopping platform、High sales，Making various imitations、Infringing goods are easy to hide。According to the 47th "Statistical Report on China's Internet Development Status" released by China Internet Network Information Center，As of December 2020，The number of online bet365 code users in my country reaches 6.1.7 billion，An increase of 57.03 million compared with March 2020。The number of e-commerce bet365 code users is 3.8.8 billion，Users who have purchased goods in e-commerce live broadcasts account for 66% of the total e-commerce bet365 code users.2%。Such a huge user group，means live streaming as an emerging form of online shopping，While attracting shoppers quickly, it may also develop new forms of intellectual property infringement hazards。

Take the case of manufacturing and selling counterfeit brand mobile phone screens reported in many places as an example，Criminals buy cheap mobile phones，Remove the screen、Detection、Modification、Renovated，Paste the trademark of a high-end brand mobile phone through the e-commerce platform、Bringing goods in the bet365 code room for external sales，This is not a simple online sales infringement，But there are infringements in the entire product chain。Judging from various statistics and news reports，bet365 code sales of products that infringe on intellectual property rights are on the rise，There are even some products involving the sale of counterfeit registered trademarks、Counterfeit registered trademark、Copyright infringement、Criminal acts such as selling infringing copies。In particular, the production and sales of counterfeit trademarks have formed a complete industrial chain，From production and assembly to sales and supply，All have achieved refined division of labor、Form a system。These factors have made it more difficult to manage intellectual property infringement during live streaming。

　Types of bet365 code need to be specifically distinguished

Classification of presentation forms that may infringe intellectual property rights during live streaming，It can be mainly divided into two types。One is to host the bet365 code for publicity、Infringement related to interactive behaviors for the purpose of attracting consumers。Many anchors stay in the bet365 code room in order to attract users，Will use singing other people’s songs to promote performances or interact，You may also choose to play music as a background to enhance the atmosphere。If this kind of singing or playing is unauthorized，An act that constitutes copyright infringement。In the decoration and layout of the bet365 code room or in the materials for promotional display，If there is unauthorized use of other people’s photography、Art works, etc.，It may also infringe the copyright of others。Video works using various editing in bet365 code，Rujiang Movie、TV series、Concerts and even sports games、Editing clips such as games，Form a video that matches the product and play it in the bet365 code，If authorization is not obtained from the right holder in advance，It is also easy to infringe the copyright of related video works。

The other is to bring goods、The products or services sold infringe upon intellectual property rights。Among them, some anchors directly sell counterfeit brand products during live broadcasts，There are also some dealers who are officially authorized，But in order to make more profits, they implement the infringement of "adulteration of genuine and fake"，Mixed in various forms。Investigation and responsibility for tort liability at this time，Involving the distinction between relevant parties。In terms of the nature of live streaming，Its essence is a marketing behavior，Is a part of the sales process of goods or services，But it plays a role in connecting the front and back ends of consumption in the overall activities of implementing intellectual property infringement、The role of facilitating transactions。If the anchor sells counterfeit products directly or directly cooperates with counterfeit sellers to sell counterfeit goods，Obviously, he should be held accountable as the direct bearer of infringement liability。In the latter case where genuine and fake products were adulterated when shipped by sellers，Although the infringement was carried out with the help of bet365 code channels，Even using the bet365 code room audience to follow the herd、Picking up leaks、The mentality of pursuing low prices，But the attitude of the anchor and the bet365 code platform is crucial to accountability。Are there any counterfeits on the platform and the anchor behind this?、Intentional infringement，Whether the supplier has committed any deception、Intentional infringement needs to be supported by corresponding evidence，Dividing responsibilities。

　　System design bet365 code on multiple parties

The governance system for intellectual property infringement during bet365 code streaming mainly involves anchors、bet365 code streaming platform、Supplier、Several major entities of consumers and regulatory authorities。The construction of regulatory measures and industry governance systems should be based on this，Consider the space and links that play a role。

First，Strengthen bet365 code anchor、Platform’s intellectual property risk prevention capabilities。In order to prevent the intellectual property risks of bet365 code anchors and platforms，It is necessary to do a good job in four aspects。First，Lay a solid foundation for your own intellectual property rights。This is the basic requirement for anchors and platforms engaged in live streaming，Whether it is promotional interaction during bet365 code、Product introduction activities or the use of various elements in the bet365 code room，All need to be reviewed in advance，Excluding potential infringement risks。Second，Inspection of delivered products and services、Show intellectual property certificate。In the product selection stage，To understand clearly the intellectual property status of the products and services carried，Exclude obviously infringing products by checking the intellectual property certificate。In bet365 code，The intellectual property certificate of the product must be displayed in a conspicuous place，Let consumers have a clear understanding and facilitate inquiries。Third，Encourage rights holders to supervise intellectual property rights。Live broadcasters and platforms should actively establish contact with intellectual property rights holders，Set up a special supervision channel，And keep it open to accept the intellectual property supervision of the rights holder，After receiving a complaint from the right holder、Promptly provide feedback when notified、Take relevant measures。Fourth，Platforms should take the initiative to strengthen professional and technical support。Actively absorb the latest technological achievements in related technical fields，Strengthen scientific and technological research and development，Tracing back to the source、Real-time monitoring、Online identification and other technical means strengthen the intellectual property protection for live streaming。

Secondly，Compaction supplier、The rights holder’s intellectual property responsibilities。Supplier of live streaming goods，If you are not the direct owner of the intellectual property rights of the relevant products，You should also obtain valid authorization before selling，Therefore, it is its basic responsibility to ensure that the intellectual property rights of the goods are in a normal state。Implementation of this responsibility，Including not selling products that infringe intellectual property rights，It also includes investigating the liability of others for selling infringing products to safeguard their own rights。Based on this，For the products in the bet365 code，The intellectual property responsibility of the supplier determines that it should ensure that the product does not infringe intellectual property rights，Otherwise, you will bear the consequences of selling infringing goods；Right holders should actively pay attention to and supervise the sales of goods related to their own intellectual property rights during live broadcasts，Complaint about infringement、Provide clues、Report the crime and stop it in time，Carry out full rights protection actions。

AGAIN，Strengthen intellectual property education for consumers、Guidelines。Part of the appeal of bet365 code streaming to consumers comes from low prices，Another part is consumers’ trust in the anchor personally，But if the product itself infringes intellectual property rights，It can’t be covered up by low price or the anchor’s personal influence。In view of the difficulty that ordinary consumers have in identifying counterfeit products，It is necessary to summarize the situations and typical cases of counterfeit products in bet365 code broadcasts，Issue consumer guidance，Helping consumers identify authentic and fake products、Rational consumption，It is more helpful to promptly detect and report products with intellectual property issues。

Finally，Establish intellectual property rules for live streaming，Improve the supervision and efficiency of bet365 code delivery。The current live streaming supervision rules do not pay much attention to intellectual property rights，The online nature and temporary nature of live broadcasts increase the difficulty of IP rights protection and evidence collection，The specific penalties for intellectual property infringement of live streaming goods are not clear enough。On the one hand, this will affect the intensity of supervision，On the other hand, it will lead to the inability to supervise in a timely manner。To achieve effective supervision of intellectual property rights for bet365 code delivery，It is necessary to standardize intellectual property rules for bet365 code delivery、Start with aspects such as the IP rights protection and evidence collection procedures for live-streaming goods and the establishment of a penalty mechanism for intellectual property infringement for live-streaming goods，Establish rules based on the special features of intellectual property protection for live streaming。As an important way to discover intellectual property infringements in live streaming，Regulatory authorities should also improve the reward mechanism and rules for reporting infringement and counterfeiting，Increase rewards for whistleblowers，Stimulate the enthusiasm and initiative of the public to participate in intellectual property protection work。

　(Author’s unit: Institute of Rule of Law, Beijing Academy of bet365 code)