刍议广告代言之法律监管

Discussion on the lawful inspection of speaking on another’s behalf in advertisement

广告代言已经成为当今社会的普遍现象,在为广告主带来可观利润的同时,也使得众多消费者因出于对广告代言人的信赖而选择消费其所代言的商品时利益受损。然而,由于我国现行广告法律制度未对广告代言活动进行规制,导致广告代言法律监管制度严重缺失,本应承担一定法律责任的广告代言人却逍遥法外,十分不利于对消费者的保护。通过对建立广告代言法律监管制度的意义及其应当包括的主要内容进行分析,提出相关立法建议,以期能够完善我国的广告立法。

Speaking on another＇s behalf in advertisement has been a common social phenomenon.It can bring considerable benefits for advertisers but it can also damage the interest of those consumers who choose the commodities because they trust the advertisement spokespersons.However,our present advertisement law hasn＇t limited the practice so that the advertisement spokespersons who should have taken on the lawful responsibility don＇t assume it.Consumers＇ right and interest can＇t be protected.I analyze the meaning of setting up the lawful inspection of speaking on another＇s behalf in advertisement and the necessary content and give some suggestions so that our advertisement law can be improved.