当下网络直播带货已成为一种新兴的营销模式，直播带货人也成为了消费者购物的主要方式之一。然而，直播带货人的身份定位和法律责任问题却备受争议。本文从直播带货人的身份定位、主播的不同种类及其相应的法律地位、不同模式下的主播法律责任承担、直播带货人的法律责任方面展开论述。特别是在法律责任方面，本文分析了直播带货人在产品审核责任、如实宣传等方面的法律责任。最后，本文基于当前法律法规在直播带货人监管上的不足，提出了完善直播带货人准入监管、加强直播带货人分级分类监管、明确直播带货人的职业准则等的建议。通过本文的研究，有助于更加明确直播带货人的身份与责任，促进网络直播带货行业的健康有序发展。

Currently, online live streaming sales have become an emerging marketing model, and live streaming sales have become one of the main ways for consumers to shop. However, the identity positioning and legal responsibility of live streamers are highly controversial. This article discusses the identity positioning of live streamers, the different types of anchors and their corresponding legal status, the legal responsibilities of anchors under different modes, and the legal responsibilities of live streamers. Especially in terms of legal liability, this article analyzes the legal responsibilities of live streamers in product review responsibilities, truthful promotion, and other aspects. Finally, based on the shortcomings of current laws and regulations in the supervision of live streamers, this article proposes suggestions to improve the admission supervision of live streamers, strengthen the classification and classification supervision of live streamers, and clarify the professional standards of live streamers. Through the research in this article, it is helpful to clarify the identity and responsibilities of live streaming sellers, and promote the healthy and orderly development of the online live streaming sales industry.