名人代言广告的法律责任

Celebrity's legal responsibility in speaking for advertisement

为从法律层面界定名人代言广告的相关责任,运用法理与案例分析方法,就名人代言虚假广告的影响和后果进行分析。分析认为,名人代言虚假广告,其损害消费者利益以及对市场经济造成负面影响的深层原因是名人代言广告责任追究的制度性缺陷使然,即广告立法缺陷,广告审查管理缺陷,广告执法缺陷,广告监督管理缺陷。分析结果认为:治理虚假广告行为必须从立法、审查、执法、监督诸方面构建名人代言广告法律责任制度。

In order to define legal responsibility of the celebrity legally, this paper uses legal theory and example method to analyze the effects of untrue advertisements by celebrity. The author thinks that there are too many untrue advertisements in the present life and they have already done a lot of harm to both consumers and the economic market. These are due to a lot of deep-rooted reasons such as the defects of the present institution, advertisement laws, the advertisement check-up management, the advertisement execution, and the advertisement monitoring management. The paper believes that only through legislation, chech-up, execution and monitoring can the untrue advertisements by the celebrity be decreased.