Study On The Regulations Of The False Advertisement Celebrity Endorsers

Celebrities, as a special social groups in society, is referring to high visibility stars, singers,politicians, and other minorities. Companies are interested in leveraging its influence andprestige, so that make these celebrities as their products’s spokesperson, to bring them a lotof business opportunities and profits. However, consumers out of the trust and respected ofcelebrities, often trust their endorsement ads, which can easily lead to the spread of falseadvertising, harm the interests of consumers.Personal liabilities assumed by false advertisement publishers have been regulated for thefirst time in the PRC Food Safety Law, filling the legislative blank in food advertisement. Asan independent subject in legal relations of advertisement, false advertisement publishersshould assume corresponding civil liabilities if the advertised product cause harm to therights and interests of consumers. In satisfaction of certain requirements, it is more justifiedfor false advertisement publishers to assume several liability and administrative liabilities aswell.Text is divided into five parts, analyzed the current regulations of the false advertisementcelebrity endorsers.Combined law enforcement and judicial practice, this paper also tries tofigure out the suggestions for the celebrity endorsers model and the future AdvertisingLaw.