明星广告代言的法律责任研究

Research on the Legal Liability of Celebrity Endorsements Ads

当前,企业为了营利,选择利用明星对社会公众的影响力来提高商品的知名度,出现了不少起明星代言虚假广告的事件,而我国《广告法》中没有规定明星代言虚假广告的法律责任,由于法律上的缺失而不可避免地导致消费者的信赖利益得不到保护,由此引发的一系列问题有待解决。

At present, enterprises are willing to pay an enormous amount of money to ask celebrities to advertise their products so that they can improve visibility of their commodities and earn more profits. Consequently there are many mendacious advertising in the market . There is no regulations about the legal responsibility of celebrity advertising in the Advertising Law of China. The imperfection of the law concerned the celebrity endorsement ads has lead to the interests of consumers an not be not protected by law and other problems concerned.