On The Legal Responsibility Of False Endorsements From The Event Of Xiu-zheng Poison Capsule

With the continuous development of market economy, advertising in economic development as a very important role. In recent years, advertisements advocate the use of advertising and merchandise and service trend unabated, and tend to use the "celebrity effect", hired as a celebrity spokesperson for goods or services. However,"celebrity effect " under the wing of false advertising to consumers once the disaster caused by flooding water, and even the whole social harm is particularly evil fierce. Unfortunately--existing legal system could not be effective against false advertising spokesman for the legal responsibility. In view of this, this article to the eye of false advertising spokesman for the legal responsibility, hoping to perfect the legislation, effective law enforcement, judicial impartiality, thereby effectively protect the legitimate rights and interests of consumers (patients).In this paper the recent Sun Mou-lei come straight to the point of star endorsement " The Event of Xiu-zheng Poison Capsule", analysis of false endorsement pharmaceutical advertisements; and then from the " The Event of Xiu-zheng Poison Capsule" star speak of false medicine advertisement in the perspective of legal responsibility-from civil liability, administrative liability, criminal liability for three dimensions of understanding, put forward to perfect the false on the legal responsibility of pharmaceutical advertising proposal, aiming to make tragedy repeats no longer. Finally, look to the future:confident with the comprehensive use of various control measures, the false advertisement from our life from the perspective of disappearance of the day will eventually come.