虚假荐证责任性质之辨

The Identification Concerning the Essence of the Liability for False Endorsements in Advertising

虚假荐证责任是指广告荐证者在广告中进行虚假荐证导致消费者权益受损应承担的损害赔偿责任。广告进入契约的立法实践并不能为广告荐证者承担契约责任提供可能,其本质上系侵权责任,属于广告侵权责任而非产品侵权责任。对于虚假荐证责任我国立法采"虚假广告说",这实际上模糊了虚假荐证与虚假广告的界限,我们应还原虚假荐证责任"虚假荐证"的本质。

The liability for false endorsements is the damages liability that the false endorse-ments in advertising made by the endorsers have infringed the consumer＇s interests and rights. It＇ s impossible that the endorsers should be liable for contract liability just because of the legislative practice that the advertisements may become an offer of a contract. The endorser＇s liability is tort liability in essence, which is not the tort liability for products but for advertisements. Our legisla-tion has adopted the ＂false advertisements theory＂, which virtually confused the distinctions be-tween the false endorsements and false advertisements. We should revert the endorser＇s liability to the nature of false endorsements.