On Celebrity Acts Of False Advertising Liability

In modern society, people’s life is full of all kinds of advertising, advertising has become anindispensable part of people’s economic life, in social life. The famous French advertising critic, RobertGlenn once said:" the air we breathe, is composed of nitrogen, oxygen and advertising." The economicvalue of advertising in the society more and more important, it is for the producers of commodities orservices to provide support to sell goods or services, contemporary commercial competition, in order tosurvive, businesses are using various means to attract consumers, advertising is one of the most widelyused and most effective means. Which celebrity endorsements in advertising if their number, these ads arefalse advertising, celebrity endorsements in advertising is like a double-edged sword, on one hand, providesaccess to the purchase of goods or services information to consumers, also brought needed for survivalbenefits for the media, but at the same time once the celebrity in the do advertising false propaganda, thedamage caused to consumers is inestimable. The healthy development of the market economy of falseadvertising to cast a shadow, the object of infringement is broad, and the most direct victimization is thelegitimate rights and interests of consumers.However, China’s current relevant legal system is not perfect, many false advertising exposed,consumers see only producers departments related to punishment, and the stars are only by public opinionand moral condemnation, when things calm down soon after, they will also appear in the public view, but isstill so flashy, the consumer is not fair. On one level, before consumers to purchase a commodity in thedecision, because if there are stars or what star endorsement is different, and the choice of differentcommodities, especially for those of us teenagers, will produce great influence. When the legitimate rightsand interests of consumers by.To speak against the goods, celebrities, the inescapable responsibility, if not their punishment, can onlylead to China’s advertising market and economic market more chaos.Therefore, in the first part, analyzing typical cases, to star endorsement of false advertising is liable,should be regulation of legal liability to endorsement of the stars, to perfect our country star endorsement ofthe relevant legislative system and legal regulation, we should be deeply discussed this topic, improve thelegal system of advertisements, increase the intensity of law enforcement, improve the quality of advertising operators, the normal operation of the protection of consumers in order to better and the marketeconomy.