The Case Study Of Star Endorsing False Advertisement

In recent years, star endorsement of false advertising happened frequently. It is not only because the protection awareness and self-protection awareness of consumers have been improving, but also reveals the lack of effective regulatory and legal norms about false advertising. This article aims to analyze the typical cases, based on legal responsibility of star endorsement, learn from successful experiences of developed countries, and improve our system of star endorsement of the relevant legislation and legal regulation.This paper mainly discussed the following four parts:The first part is mainly for introducing three typical cases, "Yi Lin Wood cases," Deng Jie endorsing "Sanlu milk case" and Guo Degang endorsing "the tea of Zangmipaiyou case". Then their advertisement endorsing behaviors have been analyzed and distinguished, which have done a foreshadowing.The second part is the focus of this article. The main pairs reveal some legal issues of star endorsement of false advertising. First of all, a clear star and the star in the advertising campaign for legal status, which is to discuss whether it should be held star endorsement false advertising awareness of the legal basis for liability; Second, analyzing the star behaviors of false advertising and their legal basis of the star advertising responsibility, which is be treated differently in different acts of star endorsement. At the same time, there are analyses of reasons about the star endorsing false advertising, in order to find a better ways to regulate this issue.The third part focuses on the foreign management and legislation of star endorsing false advertising. Because Chinese star endorsement was far from perfect about legislative and regulatory, so learning from the successful experience of foreign countries will help to improve the legislative system and control system, which is behavior of Chinese star endorsement.The last part is the highlight of this article, there are some proposes of effective regulation in regulating the behavior of Chinese star endorsement. It is based on studies and theoretical analysis in the former cases.