名人代言虚假广告的法律责任——兼评三鹿奶粉事件与《食品安全法》第55条

Legal Liability of Celebrities Engaging in False Advertising——Commentting on the Sanlu Milk Powder Incident and article 55 of the food safety law

三鹿奶粉事件与《食品安全法》第55条的规定使名人代言虚假广告的话题备受瞩目,同时也引发热烈争论。集中探讨名人代言虚假广告法律责任的三项关键问题:首先从国外先例、国内需求及基础法理三方面论证了名人代言虚假广告,应在其违反注意义务时承担法律责任;其次在分析不合格产品致害主要由生产经营者而非广告代言人造成的基础上,主张名人代言虚假广告所承担的法律责任不宜过重,应以其广告报酬为限;最后以名人代言虚假广告,所侵害的主要对象是社会公共利益为由,主张作为广告代言人的名人若需承担法律责任,则主要应为行政责任。在此基础上,针对三鹿奶粉事件及《食品安全法》的相关规定做出学术评论。

Sanlu milk powder incident and article 55 of the food safety law make the problem of celebrities engaging in false advertis- ing become the focus of attention, initiate disputing warmly at the same time . This paper concentrates on the three key issues of liability of celebrities engaging in false advertising. Firstly, this paper demonstrates that celebrities should bear the corresponding liability if violating the duty of notice from the precedents abroad, domestic demands and jurisprudence. Secondly, because the damage that the unqualified product causes is mainly from the manufacturer net the representative of advertising, we don＇ t think the liability which celebrities engaging in false advertising should bear can exceed the limit of rewards. Lastly, we think celebrities engaging in false advertising should bear administrative responsibility chiefly if they need to do because the advertising impair the public interests primarily. On this basis, we review Sanlu Milk Powder Incident and article 55 of the food safety law.