跨境电商英语-课件 Unit 4 Legal Issues

跨境电商英语Cross-BorderE-CommerceEnglish浙江省中高职一体化贯通系列教材Unit4LegalIssuesUnitOverviewAfterstudyingthisunit,youwillbeableto…learnbasicknowledgeofe-commercelaw;understandhowbusinessstructuredetermineslegalissuesincross-bordere-commerce;introduceintellectualpropertyprotectionpoliciesofdifferentplatforms;enhancelegalawarenessandrespectfornationale-commercelawwhileconductingbusinessonline.Contents目录Warming-up01Listening02Reading03Speaking04Writing05Workshop0601Warming-upCollectingsalestaxPrivacyanddatasecurityMarketinginfringementIntellectualinfringementTask1Onlinebusinesslawsgovernhowabusinessownerconductsbusinessontheinternet.Theselawscovermarketing,taxes,securityandareever-changingastechnologyevolves.Therearesomee-commercebusinesslawsthatallonlinebusinessownersmustknow.Chooseoneofthemandshareyouridea.Task2Peoplereceivespamtextmessagesandemailsfrequently.Arespamtextsandemailslegalorillegal?Ifyouwanttomarketyourproductorservicebytextoremail,whatshouldyoudotoavoidsendingspamtextmessagesoremails?Whatarethelegalconsequencesofspamtextmessagesandemails?Suggestedreadingmaterials:Spamtextsandemailscanbeillegalifnotdoneproperly.Tosendtextmessagesoremailstocustomers,youmustgettheirconsent.Ifyouhaveanestablishedrelationshipwithaconsumer,youcouldobtainthatcustomer'sconsenttosendtransactionaltextmessagesandemails,suchascompanyupdates,appointmentremindersandpayments.Dependingonthetypeandnumberofspamtextmessagesoremailsasenderdistributes,therecouldbesignificantlegalconsequencesforspamtextmessagingandemailing.Consumerscanreportspamthroughapps,mobileserviceproviders.Ifmessagesandemailscontinueafteraconsumerhasblockedandreportedthem,businessescouldbeliableforheftyfinesonaper-messagebasis.参考译文参考译文如果操作不当，垃圾短信和电子邮件可能是违法的。要向客户发送短信或电子邮件，必须征得他们的同意。如果您已与消费者建立关系，您可以征得客户同意发送交易短信和电子邮件，如公司更新、预约提醒和付款。根据发送者发布的垃圾短信或电子邮件的类型和数量，垃圾短信和电子邮件可能会产生重大的法律后果。消费者可以通过应用程序、移动服务提供商举报垃圾短信。如果在消费者拦截并举报后，短信和电子邮件仍继续发送，企业可能要承担按每条短信计算的巨额罚款。02ListeningTask1Listentothefollowingpassagesandchoosetherightanswers.ScriptTask21.Whatisrecommendedinthepassage?A.toprotectcustomers’personalinformation.B.toensureyoure-commercesiteissecure.C.reducingthefrequencyofdatabreaches.2.Accordingtoasurvey,_________ofsmallbusinessesthatsufferedadatabreachwentoutofbusiness.A.12%B.20%C.10%3.Accordingtothepassage,theU.S.hasafederalprivacyrule.A.True.B.False.C.Notmentioned.4.Stateswhichhavepasseddataprotectionlawsinclude_________.A.CaliforniaB.MaineC.BothAandB.5.Companiescancollectdatatheyneedforthebusinesspurpose,andkeepitaftertransaction.A.True.B.False.C.Notmentioned.CCCBBTask1Listentothefollowingpassagesandchoosetherightanswer.Scripts:Itisessentialtoprotectcustomers'personalinformationandtoensureyour

e-commercesiteissecure.Onedatabreachorhackisallittakestodestroyasmallbusiness.Accordingtoa

survey,10%ofsmallbusinessesthatsufferedadatabreachwentoutofbusiness.WhiletheU.S.doesn'thaveafederalprivacyrule,suchasEurope's

GeneralDataProtectionRegulation,somestates,including

California,

Maine,and

Nevada,havepassedlaws.It'simportantthatyouadheretobestpractices.Onewaytodothatistofollowthe"privacybydesign"recommendations,whichincludethefollowing:First,privacyandsecurityshouldbebuiltintoproductsandservicesfromthebeginning.Second,companiesshouldonlycollectdatatheyneedforthebusinesspurposeanddisposeofitoncethetransactioniscomplete.Third,e-commercesitesshouldhavereasonablesecurityinplacetoprotectconsumerdata.Fourth,datamanagementpersonnel,proceduresandcontrolsshouldbeimplementedtoprotectcustomers'privacy.Task2Listentothefollowingpassageandfillintheblankswiththemissingwords.E-mailisapopularwayto1.________topotentialandexistingcustomers.BusinessownersintheU.S.mustensuretheire-mailmarketingcampaigns2.__________theCAN-SPAMAct.Passedin2009bytheFederalTradeCommission,theactstatesthatbusinessownersmaybesubjecttopenaltiesofup3._________foreachseparatee-mailviolation.UndertheCAN-SPAMAct,onlinemerchantsmaybe4.________forthefollowing:Theemailcontainsadeceptivesubjectline.Theemailcontainsfalseormisleadingheaders.Youremaildoesn’tdisclosethatthemessageis5.________________.Theemaildoesn’tinstructrecipientshowtooptoutofreceivingfutureemails.Youfailtomonitortheactionsofanemailmarketingserviceyourcompanyhashired.marketScriptsTask3complywith$43280finedanadvertisementTask2Listentothefollowingpassageandfillintheblankswiththemissingwords.Scripts:E-mailisapopularway

tomarkettopotentialandexistingcustomers.Businessownersmustensuretheire-mailmarketingcampaignscomplywiththe

CAN-SPAMAct.Passedin2009bytheFederalTradeCommission,theactstatesthatbusinessownersmaybesubjecttopenaltiesofup$43,280foreachseparateemailviolation.UndertheCAN-SPAMAct,onlinemerchantsmaybefinedforthefollowing:Theemailcontainsadeceptivesubjectline.Theemailcontainsfalseormisleadingheaders.Youremaildoesn'tdisclosethatthemessageisanadvertisement.Theemaildoesn'tinstructrecipientshowtooptoutofreceivingfutureemails.Youfailtomonitortheactionsofanemailmarketingserviceyourcompanyhashired.

Task3Listentothefollowingpassageanddecidethefollowingsentencesaretrue(T)orfalse(F).1.ItiseasytoavoidIPinfringement.2.Whenyouhireanoutsidesourcetocreatesomethingforyourbusiness,theownershipofthecreatedworktransferstoyourcompanyautomatically.3.Graphicistheonlycontentthatbusinesseshavetoworryabout.4.HiringanewemployeesometimescanalsoleadtoIPviolations.5.Protectedmaterialmustremainunusedafteryouhaveconsentandlicensesfromtheowner.FContentsFFTFTask3Listentothefollowingpassageanddecidethefollowingsentencesaretrue(T)orfalse(F).Script:Trademarks,copyrights,patents,tradesecretsarethemajortypesofIPprotectionsonemightencounter.Unfortunately,avoidingIPinfringementisnotalwayseasy.EntrepreneursruntheriskofviolatingthelegallimitsofIPrightsinmanyways.

OneofthecostliestIPmistakesentrepreneurscanmakeisusingworktheydon'towntherightsto.Whenyouhireanoutsidesourcetocreatesomethingforyourbusiness,ownershipofthecreatedwork–graphics,writtencontent,coding,websites,etc.–doesn'tautomaticallytransfertoyourcompany.Itneedstobeexplicitlystatedinacontractthatthecreatorgivestheirrightstothatworktoyou.It'snotonlygraphicsandothercontentthatbusinesseshavetoworryabout.BusinessescanopenthemselvesuptoIPviolationssimplybyhiringanewemployeewhoreliesonprotectedinformationintheirwork.Whethercopyright,trademark,patentlawortradesecretsapply,protectedmaterialmustremainunusedunlessyouhaveexplicitconsentandtheappropriatelicensesfromtheowners.

03ReadingSetting:

Whetheryou'restartingabrandnewbusinessoryou'reanestablishedretailer,takingyourbusinessonlineisafantasticandexcitinggrowthopportunity.However,withalloftheseadvantagescomesomecomplexlegalissues.Differentcountrieshavedifferentlaws,andevendifferentbusinessstructuresmaybringdifferentlegalissues,thusknowingwhichonesapplytoyouiscritical.Inadditiontothelargevarietyoflawstotakeintoaccount,youmustrememberthatthelawisfluidandsubjecttochange.

StartingtaskWhetheryourcompanyisawell-establishedcompanyorayoungstartup,PESTLEanalysisallowsbusinessownerstorecognizethepotentialchangebothininternalfactorsandexternalfactors.Particularly,atypicalcasestudyofPESTLEanalysiswillbeconducivetoyoursuccessofbusiness.DoyouknowwhatPESTLEstandsfor?SoleProprietorship,CorporationorLLC?Gettingreadytostartane-commercebusiness?Whatisonyourlist-to-doaremorelikelyfunthingslikechoosingyourbrandname,designingyourlogo,sourcingtheproducts,customizingthewebsite,anddevelopingmarketingplans.Butdoesalogoorawebsitemakeyou“legit”?So,beforeyougoon,youshoulddecideabusinessstructureandcompletebusinessincorporation.Thereareseveraltypesofbusinessstructures,whichdeterminehowyouwillbetaxed,whatyourliabilitieswillbe,howyouwillsecurefundingandcapital,etc.Eachbusinessstructurehasitsbenefits.参考译文Themostbasictypeofbusinessissoleproprietorship.Thisstructureisanbusinessownedbyasingleindividual,withnolegalseparationbetweenentityandowner.Ifyouownasoleproprietorship,youhavetotalcontroloverthebusinessandallofitsincome.Yourbusinessprofitistaxedjustlikepersonalincome,andyoucandowhateveryouwantwithwhat’sleftover.Beside,youassumecompletelegalresponsibilityforthebusiness’lossesandliabilities,whichmeanslessprotectionforyourpersonalassets.Itisrelativelysimpletocreateandoperateasoleproprietorship,thusitisapopularchoiceamongtheself-employed,especiallythefreelancersorsmallbusinessstart-ups.Butaswordhastwosides.Youmayhavedifficultyinraisingcapitalbecausebanksandinvestorsaregenerallylesslikelytoprovidefinancialsupportforasoleproprietorshipjustbecauseit’saless“formal”businessentity.参考译文Acorporationisalegalentitywhichseparatesfromaperson,soownersarefreefrompersonalliability,exceptforrareandextenuatingcircumstances.Instead,acorporationassumesalltherisksinsteadofpassingthemontothepeoplewhoownandrunit.Comparedtootherbusinessstructures,corporationsaremoreeasilytransferredtonewowners.Insomecases,shareholdersofsmallcompaniesmaygettaxedtwice.Specifically,thecorporationwillpaytaxesonitsprofitsandthentheshareholderswillpaytaxesontheirshareoftheprofitsintheformofpersonalincome.Theprimarybenefitofacorporationisthatitsshareholder’spersonalpropertyisprotected.Theliabilitywillnotbepassedontotheshareholdersevenifthecorporationdoesnothaveenoughmoneytopayforadebt.Andcorporationscanalwayssellsharestoraisecapital,whichsignifiesstabilityandreliablecompensationtoitsemployees.Whereas,itismoredifficulttoformandmanageacorporationthanotherbusinessentities.参考译文AnLLCisshortforlimitedliabilitycompany,whichisastructurethatcombinescharacteristicsofacorporationandasoleproprietorship.TherearemanytypesofLLCs,eachwithdifferentparameters.Thesole-ownerLLC,whichconsistsofjustoneowner,ismostcomparabletoasoleproprietorship.LLCsarealwaysthenextstepafterlaunchingasasoleproprietorship.Itsadvantagesliesmainlyinflexibilityandprotection.Whileasoleproprietorshipputsyourpersonalassetsatriskwithzeroliabilityprotection,anLLClegallyseparatesthebusinessentityfromtheperson.Soyourpersonalassetshavemoreprotectionandcan’tnecessarilybeseizedforcompanydebts.Withasole-ownerLLC,youcanchoosetobetaxedasanScorporationorasaCcorporation.Incorporating

yourbusinessmakesitofficialintheeyesofthegovernment.You’llprotectyourpersonalassets,buildcreditandhistoryforyourcompany,andevenenjoylowertaxesinsomecases.Butthebestbenefitsofbusinessincorporationareperhapsintangible.Incorporationtransformsyourideaintoareal,officialbusiness—therestisuptoyou.参考译文Exercise参考译文个体工商户、股份有限公司还是有限责任公司?

准备做电商？待办事项清单上可能列满了如选择品牌名称，设计公司标志，采购产品，定制网站和制定营销计划这些有趣儿的事。但商标或网站能让您“合法”吗?所以，在这之前，您应该决定好采用哪种公司商业结构并完成公司的注册。商业结构有几种类型，不同的商业结构决定您将如何纳税，您的法律责任有哪些，以及您将如何筹集资金和资本等等。每种商业结构各有优点。

个体工商户是最基本的商业类型。这种结构是由个人拥有企业，法律上没有区分企业实体和所有人。如果您是一个个体工商户，那么所有业务和收入都由您完全掌控。商业利润和个人收入一样要缴税，剩下的您可以随意处置。此外，您对企业的损失和负债承担完全的法律责任，这也意味着您的个人资产受到的保护较少。创办和经营个体工商户相对简单，是个体经营者，特别是自由职业者或小型初创企业的普遍选择。但是剑有双刃。您可能很难筹集到资金，因为银行和投资者通常不太可能为个体工商户提供资金支持，因为它是一个不那么“正式”的企业实体。

股份有限公司是一种独立于个人的法律实体，因此，除了罕见和情有可原的情况外，公司所有人无需承担个人责任。相反，公司承担所有的风险，风险不会转嫁给所有人和经营者。与其他商业结构相比，股份有限公司更容易转让。在某些情况下，小公司的股东可能要交两次税。具体来说，公司将为其利润纳税，然后股东将为利润所得以个人收入的形式纳税。

股份有限公司最主要的优势在于股东的个人财产受到保护。即使公司没有足够的钱来偿还债务，债务也不会转移到股东身上。而且股份有限公司可以通过出售股票来筹集资金，对于公司员工这意味着稳定和可靠的报酬。然而，与其他商业实体相比，公司的组建和管理更为困难。

LLC是有限责任公司的简称，是一种结合了股份有限公司和个体工商户特点的商业结构。有限责任公司也有很多种类型，每一种都有不同的参数。独资企业仅有一名股东，和个体工商户最接近。有限责任公司通常是作为个体工商户起步运营后的下一步发展。

它的优点主要在于灵活性和保护性。个体工商户会让您的个人资产面临风险，没有任何责任保护，但有限责任公司在法律上将企业实体与个人分开。因此，您的个人资产会得到更多的保护，不会因为公司债务而被没收。对于独资企业而言，您可以选择作为作为小型企业公司或常规公司缴纳税费。

在政府监管层面来看，注册公司使您的商业行为正规化。您可以保护个人资产，为公司建立信用和历史，甚至在某些情况下享受更低的税率。但是组建公司的最大好处也许是无形的。公司可以将您虚无缥缈的想法转化为真正的、正式的业务——剩下的就看您发挥了。Task1Completetheformthatsummarizesthetext.UnderstandingthetextBusinessstructureBenefitsDrawbacksSoleproprietorshipSimpletocreateandoperateCorporationDifficulttoformandmanage.LLCNotmentioned.Task1Completetheformthatsummarizesthetext.UnderstandingthetextBusinessstructureBenefitsDrawbacksSoleproprietorshipSimpletocreateandoperateCorporationDifficulttoformandmanage.LLCNotmentioned.Difficulttoraisecapital.Protectionandsellsharestoraisecapital.Flexibilityandprotection.Task2Answerthequestionswiththeinformationyoufindinthetext.1.Whatareonthelist-to-doifyouplantostartane-commercebusiness?

answer：_______________________________________________________

2.Whydobusinessstructuresmatter?answer：_______________________________________________________

3.Whyisitdifficulttoraisecapitalasasoleproprietorship?answer：_______________________________________________________

4.

HowdoesLLC’sprotectionfunctionwork?answer：_______________________________________________________

5.Whatarethebenefitsofincorporatingyourbusiness?answer：_______________________________________________________

UnderstandingthetextTask3Task2Answerthequestionswiththeinformationyoufindinthetext.1.Whatareonthelist-to-doifyouplantostartane-commercebusiness?Funthingslikechoosingyourbrandname,designingyourlogo,sourcingtheproducts,customizingthewebsite,anddevelopingmarketingplans.2.Whydobusinessstructuresmatter?Businessstructureswilldeterminehowyouwillbetaxed,whatyourliabilitieswillbe,andhowyouwillsecurefundingandcapital,etc.UnderstandingthetextTask2Task2Answerthequestionswiththeinformationyoufindinthetext.3.

Whyisitdifficulttoraisecapitalasasoleproprietorship?Becausebanksandinvestorsaregenerallylesslikelytoprovidefinancialsupportforasoleproprietorshipjustbecauseit’saless“formal”businessentity.4.HowdoesLLC’sprotectionfunctionwork?AnLLClegallyseparatesthebusinessentityfromtheperson.5.Whatarebenefitsofincorporatingyourbusiness?You’llprotectyourpersonalassets,buildcreditandhistoryforyourcompany,andevenenjoylowertaxesinsomecases.Themostofall,incorporationtransformsyourideaintoareal,officialbusiness.UnderstandingthetextTask2DealingwithlanguageTask3Completethewordsthatmatchthemeaningsontheright.Thefirstlettersarealreadygiven.1.s_________beingoneonly2.t_________

tomakesomethingthelegalpropertyofanotherperson3.c_________tomakeorchangesomethingaccordingtothebuyer’soruser’sneeds4.f_________theabilitytochangeorbechangedeasilytosuitadifferentsituation5.i_________havingvaluebutnotexistingphysically6.s_________tobeasignofsomething7.c___________afactoreventthatmakesasituationthewayitis8.i__________tolistofficiallyasacompanybymeetingcertainlegalrequirements9.t_________tocompletelychangesomething,especiallyinawaythatimprovesit10.e_____somethingthatexistsapartfromotherthingsandhasaclearidentityofitsownoleransferustomizelexibilityntangibleignifyircumstancencorporateransformntityTask4CompletethesentenceswiththecorrectformofthewordsinTask3.1.Inthismanner,eachswitchsignalcanbe___________totheuserscomfort.2.Nobodyreally

knows

whatthe

marks

onthe

ancientstones__________.3.The

______survivor

ofthe

accident

was

found

inthe

water

aftersix

hours.4.ZapataTradingwasfoundedin1986and____________in1989.5.Customer

goodwill

isanimportant

___________asset

ofanybusiness.

6.I

think

she

coped

verywell

underthe____________

.7.Underthe

program,thegovernmentsoldsharesto

citizens

fora

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________

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fireplace

canbeplacedinthehouse.9.She____________the

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daughter

beforeshe

died.10.The

museums

work

closely

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separatelegal

__________.customizedsignifysoleincorportatedintangiblecircumstancestransformflexibilitytransferredentitiesTask5TranslatethesentencesintoChinese,andrewriteasentencebyusingthephrasesinbrackets.1.Ifyouownasoleproprietorship,youhavetotalcontroloverthebusinessandallofitsincome.(havecontrolover...)Translate:______________________________________________________________Write:_________________________________________________________________2.Youmayhavedifficultyinraisingcapitalbecausebanksandinvestorsaregenerallylesslikelytoprovidefinancialsupportforasoleproprietorship.(belikelyto...)Translate:______________________________________________________________Write:_________________________________________________________________3.Thesole-ownerLLC,whichconsistsofjustoneowner,ismostcomparabletoasoleproprietorship.(consistof)Translate:______________________________________________________________Write:_________________________________________________________________4.Whileasolepropputsyourpersonalassetsatriskwithzeroliabilityprotection,anLLClegallyseparatesthebusinessentityfromtheperson.(put...atrisk)Translate:______________________________________________________________Write:_________________________________________________________________5.Incorporationtransformsyourideaintoareal,officialbusiness.(o...)Translate:______________________________________________________________Write:_______________________________________________________________如果您是一个个体工商户，那么所有业务和收入都由您完全掌控。Artistsliketo

have

some

controlover

wheretheirworksarehunginagallery.Youngdriversarefarmorelikelytohaveaccidentsthanolderdrivers.The

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deny

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puttingminersjobsatrisk.您可能很难筹集到资金，因为银行和投资者通常不太可能为个体工商户提供资金支持。独资企业仅有一名股东，形式和个体工商户最接近。个体工商户会让您的个人资产面临风险，没有任何责任保护，但有限责任公司在法律上将企业实体与个人分开。公司可以将您虚无缥缈的想法转化为真正的、正式的业务。Ultimately,thenew

technology

transformsthemediumintosomethingelse.Contents04SpeakingSetting:Alle-commerceplatforms,includingAmazon,Alibaba,AliExpress,Lightinthebox,

respect

intellectualproperties,includingbutnotlimitedtocopyright,trademark,patent,designandtradesecrets.

Andtheyalwayshavepolicytotakeactionwhenanyinfringementhappens.ResearchingroupstofindoutwhatareIPinfringementpoliciesoftheseplatforms,andsharewhatyouhavefoundinclass.Whatshouldyoudoorwhatinformationshouldprovideifyoufindsomeoneelsesellgoodsthatinfringeyourintellectualpropertyrights?Openquestion.Contents05WritingTask1

Alibabaanditspartnerssteppedupintellectualpropertyrightsprotectionin2020,makingstronggainsagainstbadactorsandsuspectedinfringinglistings.Thetwochartsbelowarepartof2020IPprotectionstatistics

Alibabareleased.Lookatthetwocharts,anddescribethetrendtheyshow.Usefulexpressions:...showedarisingtrend,from...to......increased(slightly/dramatically/fundamentally/moderately/considerably)...accountsfor...Task2Writeinyourownwordsinnolessthan100wordstodescribethechartsabove.Suggestedanswer:Fromthebarchart,wecanseethatAlibaba’scollaborationwithrightsholdersandbrandshadpickedup(/witnessedarisetrend/rised)duringtheyearof2020.MembershipoftheAlibabaAnti-CounterfeitingAlliancegrewto193rightsholdersfromaroundtheworld,coveringover700brands,upfrom170rightsholdersand500brandsayearearlier.AACAmemberswerefrommanycountriesandregionsaroundtheworld,amongwhichEuropeancountriesaccountedfor34%,whichwasthemost,followedbyNorthAmericafor29%.Therewere24%membersfromChinaand13%fromelsewhereintheAsia-Pacificregion.06WorkshopAtpresent,e-commerceoperators,suchasAlibabaandJD.comwillfacepenaltiesofupto2millionyuan($309,400)shouldtheyfailtoaddressintellectualpropertyviolationsontheirplatforms,afterChina’sStateAdministrationforMarketRegulationreleasedadraftversiontoamendthenationale-commercelaw.Task1

WorkingroupstosearchonChina’se-commercelaw.Task2Shareandp