荐证广告代言人的注意义务

Research on Spokesman's Duty of Care of Recommended Advertisement

2009年6月1日施行的《中华人民共和国食品安全法》第55条规定了荐证广告代言人代言虚假食品广告的民事法律责任,由于该规定仅能规范食品广告代言,并未从根本上解决荐证广告代言人的法律责任问题,因此如何完善荐证广告代言人的民事法律责任仍然是需要进一步研究的问题。有鉴于此,文章以侵权责任法中的注意义务理论为视角,通过对荐证广告代言人承担注意义务的根据、注意义务的内容、违反注意义务之法律责任的探讨,以期为广告法的修订提供理论依据,并提出立法建议,使广告法的规定与《中华人民共和国食品安全法》的规定相衔接,从而完善我国荐证广告代言人的民事责任制度。

＂People＇s Republic of China food safety law＂ will come into effect on June 1st 2009. The 55th clause of the law stipulates the recommended advertisement spokesman＇s civil legal liability when one speaks of false food ads. However, it has not fundamentally solved the recommended advertisement spokesman＇s legal liability for this stipulation can only specify speaking for food advertisement. Therefore, how to improve the recommended advertisement spokesman＇s civil legal liabilities need further studying. From the perspective of duty of care in tort liability law, the author focuses on the basis of duty of care and the content of duty of care and the breach of duty of care of the legal responsibility for the recom- mended advertisement spokesman, hoping to provide advertisements law with theoretical basis and putting forward legislative proposals for the connection between ads law and ＂People＇s Republic of China food safety law＂, and consummating the recommended advertisement spokesman＇s civil liability system.