Legal Regulation Of Celebrity Engaging In False Advertisement

Celebrity engaging in advertisement is a familiar form of advertising activity. In recent year, because of the false advertisement, the news that celebrity is told by consumer often appears in newspaper. The consumer always lose the lawsuit eventually because of the imperfection of the current advertisement law institution. This phenomenon causes society and education circles to extensive attention and discuss. In our country , the celebrity generally has high public cognition and credibility and crowd's foundation. The advertisements that they engage in victimize community extensively and is more deceptive. It is more dangerous than normal advertisement. So the research of the legal regulation of celebrity advertising has certainly theoretical and realistic meaning.The text divides four-part cent to investigate the legal regulation of celebrity advertising.The first part, putting forward to the problem. From the case that Liu Xiao Qing advertising "tomato capsule", we sum up that the current advertisement law is deceitful to regulate the celebrity advertising ,then put forward relative question: whether the celebrity undertake the legal responsibility ,which responsibility should they take ,how to regulate the celebrity advertising.The second part, aiming at the first part poses of question , particularly introduces point which domestic scholar deal with the problem and evaluate them. Conclude that the celebrity should undertake the legal infringement responsibility. Then analyze the theoretical foundation why the celebrity should undertake legal responsibility and the composition of the infringement responsibility.The third part compare and analyze the legal regulation of celebrity advertising in the US , UK, France, Canada, Japan, Korean etc. Introduce present legal regulation of celebrity advertising in China and analyze the deceit.The fourth part, aiming at deceit of legal regulation of celebrity advertising ,draw lesson from foreign experience ,suggest that should define the celebrity's legal responsibility ,perfect advertisement reviewing, establish public-spirited litigation system of consumer.