The Research On The Legal Responsibility Of Star Advertising Mendacious Ads

With the development of market economy,advertisements have become an important mean for businessmen to recommend their products. It has been a hot spot that celebrity speak advertising in recent years.celebrity speak false advertising emerge in endlessly,which has influenced the interests of consumers.However,from celebrity speak ads existing relevant legal provisions,in addition to the "Chinese republic see food safety" clear a celebrity speak in the food field, jointly and severally liable for other laws of celebrities speak of responsibility no definite regulations. Celebrity speak false advertising always is the focus problem in the whole field of law and social, but in SanLu milk powder events, the more along with our country after the promulgation of the new food safety, the argument has achieved to a high spot.Paper first defines the connotation of advertising's main body, clear that advertising spokesperson is an independent subject of the ad, and the celebrity speak ads falsity law. Reveals the phenomenon of domestic celebrity speak false advertising increasingly fierce and the consumer rights frequently damaged, and the lack of present regulation celebrity speak. Through the comparative analysis in the United States, Japan and other countries to this problem, we can point out that the legal provisions can be used for reference by the legislation in our country. Celebrity speak behavior shall be incorporated in the advertisement law of the object, its adjustment false endorsements to assume tort behavior of civil liability, also should assume certain administrative responsibilities, even criminal responsibility.Supervision of celebrities speak behavior, its legal liability prescribed false speak not purpose, but a means. Hoping this means could protect the lawful rights and interests of consumers, and promote socialist market economy healthy and orderly development...