Celebrity Endorsements To The False Advertising Of Legal Issues

As a form of brand building and developing strategy, Advertisement plays an important role in development and expansion of enterprises. But, unfortunately false advertisement are everywhere in society, more and more advertisers are using their social influences to endorse false advertisements, which not only do harm to the consumers' legal rights, but also other business groups. Nowadays, since the legal system is weak and there is still no regulation on the celebrities'legal responsibilities about the false advertisement, there is an increasing phenomena on false advertisement, which makes terrible society influences.This paper elaborates the above problems (celebrity false advertisement) from four aspects. In the first part, basing an overview about celebrity and the false advertisement, pointing out that we are lack of regulations on celebrity endorsement false advertisement, according china current Advertising Law and other related laws and regulations. In the second part, aiming at the first part, pointing out the society harmfulness, concluding that the celebrity should undertake the legal responsibility. Then analyze the theoretical foundation why the celebrity should take legal responsibility and the composition of the infringement responsibility. In the third part, using Comparative Analysis to seek the best choice for the nature of responsibility in china contrasting with different regulations in Continental law system and Common law system. Focus on the different advertising legislations and self-regulatory organizations. In the last part, according to the inadequacy of our Legal Regulation of the celebrity false advertisement, learning successful experiences from foreign countries, then making suggests that we should define the celebrity's legal responsibility from the legislative and judiciary angle.