中外名人保健品广告法律规范的比较  

A comparative study on laws and regulations of health products advertisements using celebrity both in China and other countries

作　　者：张毅莲[1] 邓怡[2] 

机构地区：[1]暨南大学人文学院传播教研室 [2]香港浸会大学

出　　处：《广告大观（理论版）》2012年第2期23-27,共5页Journal of Advertising Study

摘　　要：近几年,在各种媒体或户外广告中,各种各样的名人代言保健品广告背后隐藏着各种虚假、欺骗和误导消费者的不正当竞争行为。名人保健品广告在社会上严重的信任危机已成了不争的事实。论文介绍欧美国家名人代言的相关法律规定,为我国名人保健品广告的法律规范提供借鉴。n recent years, a lots of fal.se information, cheating and misl.eading consumer conducts and unfair competitions have been uncovered in cel.ebrity advertisements on health products appearing in media and outdoor advertisements. It is an indisputable fact that the celebrity advertisements on heal.th products are suffering a crisis of confidence. The paper introduces the I.aws and regul.ations rel.ated to Cel.ebrity Endorsers in the United States and Europe which can be used as a source of reference to the I.aws and regul.ations in China

关 键 词：保健品 名人广告 法律规范 

分 类 号：D912.29[政治法律—民商法学] F713.8[政治法律—经济法学]