规范公众人物商业广告行为的立法设计  

Planning of Legislation and regulation of public figure's commercial and Advertising behavior

作　　者：杨同庆[1] 郑文科[2] 

机构地区：[1]首都经济贸易大学广告研究所 [2]首都经济贸易大学法学系

出　　处：《广告大观（理论版）》2008年第1期83-91,共9页Journal of Advertising Study

摘　　要：公众人物是指在社会上有一定的知名度、为社会公众所认可并在社会上有一定影响力的人物。公众人物在做商业广告时,应当坚持先行审查原则、亲自使用原则。鉴于药品、医疗器械、医疗服务和特殊食品等商品或服务具有较强的特质,其效果可能因人而异,故而应禁止公众人物为这些商品和服务做广告。公众人物违法从事商业广告活动,造成他人损害,符合法律规定时承担相应的民事责任,并应当承担没收非法所得、警告、罚款和限制或者禁止其广告播放等行政责任;建议修改刑法的相关规定,如果公众人物的商业广告行为构成犯罪的,还应承担刑事责任。Those who have a certain reputation,recognized by the public and have an influence on the common figures are public figures.It should be banned for public figures＇ advertising for pharmaceuticals,medical equipment,medical services and special foods, because these products or services have strong characters,whose effects may vary from person to person greatly.Public figures＇ advertising should adhere to the principles of review and personal use.Public figures should take administrative liability and criminal liability for illegal advertising.

关 键 词：公众人物 广告范围 要求 法律责任 责任抗辩 

分 类 号：D922.294[政治法律—经济法学]