运动员虚假广告代言的法律规制——新《广告法》的变革与超越  

Legal Regulation on False Advertising Endorsement of Athletes:Reform and Transcendence of New Advertising Law

作　　者：苏昊 SU Hao(School of Law,Shanghai Jiao Tong Univ.,Shanghai 200030,China)

机构地区：[1]上海交通大学凯原法学院,上海200030

出　　处：《武汉体育学院学报》2018年第11期43-49,共7页Journal of Wuhan Sports University

基　　金：国家社会科学基金重点项目"程序性权利理论的提出与证成研究"(16AFX003)

摘　　要：运动员人格权的商品化是广告代言的法律基础,运动员通过将人格权的某些权能依法转让或者授权他人使用,使精神性人格利益转化为物质性财产收益。人格权的行使有其合理边界,运动员从事广告代言应遵循真实陈述义务、信息披露义务、负面清单禁止义务,义务的违反将引发法律责任。运动员虚假广告代言的法律责任在本质上并非合同责任,而是侵权责任,承担责任的法理基础在于利益与风险的有效匹配,以及对消费者合理信赖的保护。单一的规制结构难以解决运动员虚假广告代言之乱象,应以新《广告法》为基础,构建由民事赔偿、行政处罚、刑事制裁共同组成的多元治理体系。The commercialization of the athletes personal rights is the legal basis of advertising endorsement.The athletes transfer some of their personal rights or authorize them to the others to use,so that the spiritual personal interests can be transformed into material property gains.The personality right has its reasonable boundaries,and the exercise of the right of personality should be restricted by law.Therefore,athletes should abide by the obligation of true statement,information disclosure and negative list prohibition when they engage in endorsement activities.The violation of the obligation will lead to legal liability.The legal liability of athletes false endorsement is not contractual liability,but tort liability.The legal basis of liability lies in the effective matching of interests and risks,and the protection of consumers reasonable trust It is difficult for a single regulatory structure to deal with the chaos of athletes false advertising endorsement.A multiple governance system consisting of civil compensation,administrative punishment and criminal sanction should be established on the basis of the new Advertising Law.

关 键 词：运动员 广告法 广告代言 信赖利益 虚假广告 法律规制 

分 类 号：G80-05[文化科学—运动人体科学]