论商业广告中代言者代言行为的法律责任

On Legal Responsibility of the Spokesman's Endorsement in Commercial Advertisement

近年来,商业广告中代言人代言责任问题备受社会各界关注,也促使了我国相关法律法规的出台和完善。然而,我国对于该问题的研究长期以来一直处于欠缺状态,因此有必要加以深入探讨和研究。对于虚假广告中的代言人代言行为应当加以鉴别和区分,只有荐证行为才承担法律责任,单纯的表演行为不应当承担法律责任。此外,对于荐证责任也应根据产品侵权行为的法律性质,区分不同情况,承担相应责任。

In recent years, the responsibility of the spokesman＇s endorsement in commercial advertisement has attracted much attention and discussion of the society, which also promotes the introduction and perfection of relevant laws and regulations in China. However, the research on this issue remains untouched in China, and therefore, it is necessary to make in-depth an exploration to identify the spokesman＇s endorsement in deceptive advertisement. It is the endorsements and testimonials that the endoser is expected to bear legal responsibility for, but not the pure performance. In addition, the re-sponsibility of endorsements and testimonials is distinguished depending on the legal character of the infringing action of products and the relevant lawful liability should be assumed accordingly.