对明星代言广告的立法思考

Thoughts on Legislation of Star as Advertising-Spoker in China

随着广告所引发的"财富效应",我国明星代言广告也愈演愈烈。但虚假广告也随之而生,并带来侵害消费者权益、扰乱市场秩序、败坏社会风气等一系列危害。责任制度缺失、政府监管不力、市场机制不健全、社会责任感失落是诸多问题产生的主要原因。清代言广告的法律性质,有助于追究代言人的法律责任。为保护消费者的合法权益、维护市场竞争秩序,我国应建立广告代言人制度。

With the weahh effects of advertising, Phenomenon of star as advertising spoker is becoming more and more popular in our country. Howevcr, false advertisings have coming out. It is violating consumers＇right disordering market and ruinning common practice, etc. At present, shorting and weaking of law system, administration and responsibility have been the impiontant reasons. Therefore, clarifying the nature of advertising-spoke is imporment to punish false advertisings by law. We should make legislation to establish law systems of advertising spoker to protect consumer and order market.