Theory Of Celebrities Speak False Advertisement Civil Legal Responsibility

In recent years, a high frequency of false advertisement endorsed by celebrities that infringe consumer’s benefit has aroused public concern. As there is a lack of legislation mechanism in defining the legal responsibility in the false advertisement and no clear state in the legislation that whether the celebrity engaged in the false advertisement should assume corresponding responsibility if the commodity has caused some damages to its consumer.The first section discussed the concept of celebrity and celebrity charm, the definition of false advertisement and damages brought by the false advertisement endorsed by celebrity.The second section focused on the current status of legislation in defining legal responsibility of false advertisement in China and other countries all over the world in the hope that the comparison could provide reference and suggestions for the legislation in China.The third section provided specific definition on legal responsibility of false advertisement that celebrities involved in. It analyzed the principle of culpability, specific constitutive elements and exceptional excuses for the advertisement to be exempted from responsibility. All these were discussed according to the theory of causation from tort law.The fourth section put forward suggestions for the adaption of legislation. As the scope of subject of liabilities is too narrow, the principle of culpability is too global and strict and defects like mechanism of compensation for damage exist in our current legislation, it put forward relevant recommendations for the adaption of legislation.The fifth section is a conclusion. Under the guide of the scientific concept of development, it points out that in order to protect the interests of consumer and promote the harmony and prosperity of socialist market, we must resist the occurrence of false advertisements by legislation inspection, supervision and self-discipline as well.