消费者自媒体中个人广告荐证行为法律构成初探

A Preliminary Study of the Legal Component of Personal Advertisement Endorsement Action in Interactive Media

在消费者自媒体下认定是否为个人广告荐证行为应该满足以下条件:消费者是否认为信息发布者的陈述是一个独立于广告商或生产商意思之外的广告信息,信息发布者是否存在主观荐证意图,信息发布者与广告商之间是否存在实质联系。前两个条件必须同时满足,而后一个条件应该作为第二个条件的补充要件。

Whether an action becomes a personal advertisement endorsement action in interactive media depends on the following conditions： whether the consumer considers the stated information as an independent advertisement beyond advertiser and producer;whether the information disseminator has the intention of endorsement;whether the information disseminator and the advertiser are actually related.The first two must be met while the last is complementary to the second.