代言的界定与“童星”的权益保护——评《中华人民共和国广告法》第三十八条

Definition of Endorsement and Protection of Rights of "Child Star" ——Comment on Article 38 of the Advertisement Law of PRC

《中华人民共和国广告法》第三十八条禁止了未满十周岁的未成年人进行商业广告代言行为,广告表演并不在禁止之列。然而,现行广告法并未对广告代言与广告表演的概念进行明确的区分。同时,禁止"童星"代言能否保护"童星"的合法权益,也是值得商榷的。拟从理清代言人与广告表演者的区分入手,分析《广告法》第三十八条在保护"童星"权益方面存在的问题,比较英、美、日等国的相关规定,进而为我国"童星"权益保护提出合理化建议。

Article 38 of the Advertisement Law of the People＇s Republic of China prohibits children under the age of 10 from advertising endorsement behavior,but advertising performance is not prohibited. However,the Advertisement Law does not make a clear distinction between the advertising endorsement and the advertising performance. At the same time,prohibiting ＂ Child Star＂ endorsement can protect the children＇s legitimate rights and interests is also debatable. This article clarifies the spokesperson and advertising performers and analyzes the rights and interests of the ＂ Child Star＂. Through comparing the relevant provisions in the Britain,the United States and Japan,the paper put forward some suggestions for the protection of ＂ Child Star＂ rights and interests.