产品代言连带责任的法律适用兼与杨立新教授商榷

On Legal Application to Joint Liability to Endorsement And a Discussion with Professor YANG Lixin

产品代言是较为特殊的代理行为。代言人代理产品生产者在虚假广告中向潜在的消费者发出要约邀请或要约，其应承担的民事责任应当是虚假代言行为造成的直接损害赔偿，不应扩展至与该行为有牵连关系的损害，也不应当超过在同样的情形下产品生产经营者为同样的行为应承担的责任。从整体上考察我国产品代言责任法律制度，可以发现，产品代言连带责任既不是违约责任，也不是产品侵权责任，而是缔约过失连带责任。

Endorsement is a special act of agency. The endorser instead of manufacturer or seller makes offers or invitation for offer to consumers, the joint liability that he/she assumes should be direct compensation for damages because of misconduct of endorsement and should not extend the joint liability to the damages which have little to do with the endorsement. Moreover, the limitation of liability should not exceed one which manufacturer or seller act on the same things in such circumstance. Meanwhile, we can find that joint liability to endorsement falls under neither the liability for breach of conduct nor the product liability through the observations of China whole legal system. In fact, the joint liability of endorsement should fall under the liability for fault to a contract.