明星代言虚假广告法律责任研究  

The Legal Liability of Celebrities Engaging in False Advertising

作　　者：马跃进[1] 张婧[1] 

机构地区：[1]山西财经大学法学院,山西太原030012

出　　处：《技术经济与管理研究》2015年第5期70-74,共5页Journal of Technical Economics & Management

摘　　要：随着社会经济的不断发展,广告作为宣传产品的重要手段,已经成为各大厂商竞争的新阵地。随着广告的增加,明星代言广告现象变得更为普遍,明星代言广告逐渐成为人们关注的热点问题。近几年,经常出现明星代言虚假广告的现象,给人民群众的生命、财产造成了严重的损害,使得我国的市场经济秩序遭到了严重的破坏。面对日益泛滥的虚假广告,我国相关法律对虚假广告的打击力度却非常有限。除了《食品安全法》中明确代言人对于代言的食品产品应当承担连带责任外,其他法律中还没有对代言人的虚假代言行为的责任承担进行规定。近几年,明星代言虚假广告的法律责任承担问题一直是社会各界所重点探讨的问题之一。特别是随着三鹿奶粉事件发生后,有关虚假代言行为的讨论更是被推上了新的高潮。With the development of our market economy, advertising has become an important means of business promotion and recommendation of products. Celebrity endorsement advertisement problem has been China＇s social hot spot in recent years. In recent years, celebrities engaging in false advertising emerges in an endless stream and it serious influences our country market economy order and the interests of consumers. However, from the existing related laws of celebrity advertising, in addition to＂The People＇s Republic of China Food Safety Law has been clear about the celebrity endorsement shall bear joint and several liability in the field of food , other legal responsibility of celebrity endorsement is not clear the provisions of that. Celebrities engaging in false advertising has always been the focus problem in legal circles, social circles of our country. Especially the 2008 Hebei Shijiazhuang Sanlu Group produced by the Sanlu infant ilk powder incident, the argument reached a new climax.

关 键 词：广告法 虚假广告 法律缺失 媒介素养 

分 类 号：F713.8[经济管理—广告]