美国消费者自主媒体代言规范：原理与启示

Regulation to Consumer-generated Media in USA： Theory and Enlightenment

消费者自主媒体例如博客、微博、BBS等，在我国的经济与社会生活中扮演着越来越重要的角色。企业通过消费者自主媒体进行产品广告代言已是屡见不鲜，且有加速发展的趋势。这些代言良莠不齐，有些消费者因欺诈性质的代言而上当受骗。如何对这些代言活动进行规范，美国法律制度中的真实性规范、可验证规范、实质关系披露规范、法律责任规范，为我国相关立法及既有的生效法律的适用提供了良好的借鉴。

Nowadays, the consumer-generated media （CGM） such as blog, micro-blogging and BBS plays a more and more important role in our economy and society. More enterprises endorse their products and services through CGM and this trend will develop rapidly. However, the endorsements are good and bad mixed together, some consumers suffer a loss because of the deceptive endorsement. We may reference the USA＇s rules of bona fide, adequate substantiation, material connections disclosure and liability to regulate the endorsement of CGM and apply concerned laws.