经济法视野下的《食品安全法》第五十五条——对广告代言人的归责合理性之质疑

Article 55 of Food Safety Law from the Perspective of Economic Law——Doubt on Rationality of Liability of the Spokesman in False Advertisement

惊心动魄的"三鹿奶粉"案的余波使食品安全问题成为众矢之的,而为虎作伥的虚假广告中代言人的角色也受到了极大质疑。事后,《食品安全法》的出台带有极强的政策导向性,该法第五十五条对代言人课以严格责任和连带责任,缺乏逻辑性和法理基础。广告代言人与经营者的地位、性质不同,广告中的代言人的言行不具有可信赖性,代言人在广告中也不具备独立的法律人格,其权利、义务统一于合同行为之中,而非与消费者的对立之中。既然代言人不是经营者,那么法律就不应当课以比经营者更重的严格责任,也没有理由让其承担所谓的连带责任。

The wave of ＂Surdove case＂ malces food safety a target of public criticism, and the role of the false adver- tising spokesman has also been a great disbelief. Food Safety Law of our country has been passed with a strong policy orientation. The Article 55 of Food Safety Law sets up the strict liability and joint liability against the spokesman, which the author thinks lacks logic and legal foundation. The status, rights, duties and responsibilities of spokesman in advertising are different from operators. They must not be trusted on because of the lack of independent legal personali- ty. The rights and respensibilities are integrated in the contract instead of opposing the consumers. The spokesman can- not be regarded as operators, so that law should not make them bear heavier strict responsibilities or joint liability.