Civil Liability Of False Advertising Celebrity Endorsements

Currently, celebrity endorsements have been frequent incidents of false advertising, false advertising, consumer and other serious violations of the legitimate rights and interests of operators and disrupt normal market competition order; its image in the false advertising spokesmen play an important role, but our current law in the investigated liability system is its lack of relevant regulations. From the civil law point of view, endorser violates the principle of good faith, with the subjective intent to deceive or mislead the consumer, so shall bear corresponding civil liability. However, consumers suffer, the prosecution accordingly, often due to lack of support against the relevant laws. Therefore, to protect the legitimate rights and interests of consumers and maintain fair and orderly market economic order, star engaging in false advertising liability Legislation has been delay.Regulation of false advertising, false advertising weakness and the stars blank legal responsibility, highlighting the legislative omission, deletion, and lax enforcement, weak advertising regulatory status of investigation. Theory and some practical departments have begun to notice the seriousness of the problem and continued commitment to this research. However, in many specific issues relatively large differences in attitudes, such as advertising spokesperson identified the nature of liability, the rules established principles and so on. Therefore, civil liability for false advertising related to star study is a research topic of practical significance. More developed system of foreign advertising in the regulation of advertising spokesmen sound system and has a wealth of experience, we should learn a useful part to perfect the legal system of advertising to protect the legitimate interests of consumers and maintain social economy running smoothly.