试论公众人物代言虚假广告的侵权责任

On the Tort Liability of Public Figures in False Advertising

在虚假广告侵权责任中公众人物承担广告责任,而非产品责任。公众人物之所以承担侵权责任,是因为消费者对其的信赖及其从消费者的信赖中获得利益。公众人物代言虚假广告的侵权责任应当采推定过错责任原则,并应当承担连带责任,而非补充责任。亲自使用(而非试用)该产品,并达到产品宣传的效果,或者已经超过代言期限一定时期的广告,或者没有达到一定的对广告的误解比率,公众人物可以免除责任。

Public figures assume advertising liability in false advertising,rather than product liability. Public figures assume tort liability on the basis of the trust of its customers and benefit from the consumer＇s trusts. The tort of public figures in false advertising should be presumption of fault principle. Public figures should have joint and several liability,rather than supplementary liability. In the following subject matter,the public figures should be exempted from liability：public figures personally use the product,the advertising has ended a period of time and it did not reach certain ratio of misunderstanding of the advertising on the part of consumers.