论明星代言虚假广告的法律责任

On legal liability of celebrities engaging in false advertising

近年来,明星代言虚假广告的事件屡见不鲜,这一现象严重侵害了消费者的合法权益,具有相当大的社会危害性。本文从侯耀华代言十则虚假广告案例出发,针对这一现实问题,分析大众消费者选择明星代言产品的原因,通过对现行法律规范的阐释与借鉴国外相关的法律,指出明星做虚假代言应承担的法律责任和应尽的义务,并提出一些相关法律对策。

In recent years, it is often seen that celebrities endorse false advertising events. This phenomenon seriously violates the legitimate rights and interests of consumers, do great harm to the society. This paper from the Hou Yao-hua endorse ten cases of the false advertising, in order to solve this problem, analyzes the causes of the mass consumer choose the products celebrities endorse, through the current legal interpretation and reference from foreign related law, points out that the celebrities do false endorsement should bear the legal responsibility and obligation, and put forward some related legal countermeasures.