From the county magistrate to CCTV host who are going into the live room of Li Jiaqi，from Weiya selling rockets to Luo Yonghao and Dong Mingzhu who are going into the live room，all data shows that the live e-commerce has a huge stimulating effect on consumption. In the face of the booming new things，how to effectively manage and protect the market economic order and protect the rights and interests of consumers at the same time of linear mobile communication and real-time purchase，it is necessary to clarify the rights and responsibilities of market participants，clarify the identity of “recommended spokesperson” of online celebrity in e-commerce live against existing laws and regulations，as well as tort platforms，manufacturers and online celebrity caused by different marketing modes How to bear the responsibility according to share. This article will discuss one by one from the angle of theory.