On The Legal Liability Of Endorsers System

In the Sanlu milk powder incident, thousands of babies were illness because of taking Sanlu milk powder, and two of them were even sick to dead. Ultimately Sanlu milk factory also bankrupt caused by compensation for the majority of victims. But, the advertising spokespersons of Sanlu milk powder was escape their response and to be justice was because there is no laws apply. And many consumers did not got compensation. Under the general public's strong concerned, The NPC Standing Committee through 7 considered via of the "Food Safety Law ",and in this law china was first time to provides the legal liability system of Advertising Spokesperson. This is a historic breakthrough and very creative thing. This provision is not only to fill the field of legislation on a long-term gap, but also can protect the masses in our country of food safety. But look at the overall legal construction in China, only provisions the liability of Advertising Spokesperson in the field of food safety is not enough, Advertising Spokesperson legal liability system should be provisions in any of the of consumption fields. We must first refinement of the system in the legislation to make people laws to go by. In addition, we should not be excessive to expand the liability of Advertising Spokesperson, because them as a an individual, compared with vendors, manufacturers, advertisers they are weakness in the absolute. Let one vulnerable group to take excessive the obligation of reparation another vulnerable groups, this is not the reasonably. This paper tries to analyze the basic problems of the legal liability system of Advertising Spokesperson, method of applying theory to reality, discussion and analysis of shortcomings of the liability of Advertising Spokesperson system problems, make contributions to the improvement China's of Advertising Spokesperson for the legal liability system.This paper is divided into six parts from the overall.The first chapter is the introduction part. The main for purpose and significance of this study, do briefly generalization of methods, and introduced the original intention of writing this paper.Chapter II was issued a more detailed description for the theory of legal liability system of Advertising Spokesperson. First, from the level of economic and level of the legal to discussed the advertising spokesman for the causes of Infringement Problems. Second, discussed the value of the legal liability system of Advertising Spokesperson. and through this discussion leads legal liability system of Advertising Spokesperson some basic theoretical issues.Chapter III for the advertising legislation legal liability system, separately from the point of the relevant legal provisions were introduced the civil law countries and common law countries, to found problem and to solve problems and provide useful reference guide later in this article. Through research the new system of foreign advanced, drawn for some useful inspiration for construction characteristics of the of Advertising Spokesperson system.Chapter IV through described and summarized our country of Advertising Spokesperson on the legislative status of the legal liability system, pointed out that the lack of legal liability system of Advertising Spokesperson.Chapter V combination of our country the proposed the previous chapter on the legal liability system provides of Advertising Spokesperson deficiencies, advices to perfect legal liability system our country of Advertising Spokesperson Suggestions.Chapter VI is the conclusion part, combination of demonstration re-explicitly the necessity of a complete liability our country Advertising Spokesperson, and have a summary discussion of the theory of the whole text.