广告代言人民事责任相关基本问题探析

Analysis on the Basic Issues of Advertising Spokespersons' Civil Liability

广告代言人代言虚假广告的事件层出不穷,对消费者和同行竞争者的危害非常巨大,甚至影响到社会公平和市场秩序。但是,在现行法律体制下却难以追究虚假广告代言人的民事责任,因此有必要对广告代言人民事责任的性质、广告代言人承担民事责任的必要性及理论基础等相关基本问题进行研究,为我国广告代言制度提供立法参考。

More and more spokespersons engage in false advertising.It will harm to consumers and competitors in the industry greatly,and even affect social equity and market order.However,under the existing legal system it is difficult to pursue civil liability of false advertising spokespersons.It is necessary to study the basic issues to supply the theoretical foundation for legislation.These basic issues include advertising spokespersons＇ civil liability,including the nature,the necessity and theoretical basis of advertising spokespersons＇ civil liability.