Research On The Legal Regulation Of Celebrity Endorsement For False Advertising

As a means of conveying commodity and service information, advertising is vigorously promoting the smooth progress of market economy from production to consumption. The rapid development of market economy leads to more fierce competitions between companies and therefore, the traditional advertising can no longer meet the challenges posed by market competition to companies. The advertising model of celebrity endorsement with its unique "celebrity effect" is quite popular among the clients. However, the accompanying false celebrity advertisements have been a big part of the market economic activities, which hurt both competitors and consumers. This thesis aims at exploring the design of the legal system concerning false advertising spokespersons based on China's deficiency in legal system in the area of false celebrity endorsements.This thesis includes introduction, body and conclusion, and the body has five sections:The first section is the overview of the false advertising endorsements. First, the concept of false advertisement, the features and the standards as well as the composition are examined, which is followed by the discussion of the meaning, features and hazards of false celebrity endorsements.The second section is the analysis of the status quo of the legal regulation of false celebrity endorsements. It examines the problems in China's legal regulation of false celebrity endorsements from the perspectives of legislation, form of responsibility and law executing body, which lays the foundation for the discussion of measures for improvements.The third section is concerned with the necessity of legal regulation of false celerity endorsements. It discusses the necessity and rationality that celebrity endorsements should be regulated by law.The fourth part deals with the determination of legal responsibility of false celebrity endorsements. It first lists, analyze and compare the forms of giving celebrities legal responsibilities in the academia. Then it presents the viewpoint that celebrities should shoulder the illegal responsibilities.The fifth section is concerned with the suggestions regarding the improvement of legal regulation of false celebrity endorsements. Based on the present situation of legal regulation of false celebrity endorsements, a large part of this thesis is devoted to the suggestions as regards legislative perfection, law enforcement, relief system improvement.