论商业代言广告法律调整的基本立场及制度完善——以代言人责任与代言收入调节为重心

The Position and Perfection of System of Legal Adjustment on Commercial Advertisement with Spokesman——Focus on the Responsibility of Spokesman and Adjustment for Endorsement Income

商业代言广告显著地影响着商业活动和人们的日常生活并受到法律的调整,法律调整商业代言广告须明确立场,以此为据,检讨现行立法关于商业代言广告,尤其是关于代言人义务、责任及收入调整的规定,并在此基础上探寻制度完善的路径。

Commercial Advertisement with Spokesman significantly affects business activities and people＇s daily life, thus it is controlled by law. Our law should clarify its position on Commercial Advertisement with Spokesman. Based on this, examine existing law, especially the rule about the obligation and responsibility of spokesman and the adjustment for endorsement income, and then explore a path to perfect the system.