明星代言广告的法律性质及责任承担——兼评中国《侵权责任法》第8条

The Nature of the Celebrity Endorsement Advertising and the Assumption of the Liability:Also a Comment on the Article 8 of the Tort Liability Law of China

《食品安全法》的出台,并没有使明星代言虚假广告问题得到根治。代言明星与雇用人存在劳务合同关系,与消费者却不存在合同关系。当消费者遭受虚假广告损害时,通过合同法不能得到周全保护。许多国家和地区将代言明星列为广告法律关系的主体,明确规定代言明星对消费者负有注意义务。尽管中国法律对明星代言行为存在制度缺失,但是在民法基本原则框架下,正确适用《侵权责任法》第8条的规定仍然能够给予消费者有力的救济。

The enactment of the Food Security Law doesn＇t solve the problem of celebrity false endorsement.Celebrity spokesman employs contractual relationship with employer but not with consumer.The consumers can not get remedy through contract law when they suffer damage or loss from the false advertising.Many countries or disricts list celebrity spokesman as the subject of the advertising legal relationship and provide that celebrity spokesmen has duty of care to consumers.Although there is a deficiency of the legal system on celebrity spokesmen＇s activity in China precise application of the article 8 of the tort Liability Law within the framework of the fundamental principle of the civil law can still provide strong remedy for the consumer.