Study On The Civil Liability Of Celebrities Engaging In False Advertising

Along with the rapid development of science and technology, the former "bouquet afraid of deep alley" days have gone. Advertising, become a propaganda enterprise products, the common form of enterprise culture; No advertising companies are almost non-existent. All kinds of competition between enterprises, brand is not so much competition for quality, service, advertising than competition, the spokesperson endorsing commercial advertising is particularly prominent. Through an advertisement, consumers can understand related product or service information anytime and anywhere, businesses can promote their products or services to the greatest extent. Convenient for the general consumer daily life already so, also greatly promote the development of market economy. In today’s society is more celebrity endorsement advertising, greater appeal. Envoy is in the present, Chinese society some people crazy cult of celebrity, the products are to buy, that is a good thing for endorsement enterprise, as a direct result of corporate profits to soar. But at the same time, emerged a large number of false advertising. Especially some endorsement of a celebrity in the huge economic interests driven use of consumer trust in their unscrupulous for false endorsement.This kind of behavior greatly infringed upon the legitimate rights and interests of consumers, disrupt the normal social economic order, and increases the instability of social development.Aiming at the phenomenon of celebrity endorsement of false advertising advertising market intensified, the problem of infringement of celebrity endorsement of false advertising to study theory and reality. At the legal level, our country legislation about the advertising campaign is vacant, theory research also did not keep up with The Times the pace. In the judicial practice, so far no celebrity speak false advertising bear legal responsibility of the case. Research of false advertising spokesperson legal responsibility, in order to make clear of advertisement of celebrity advertising campaign in the subject status of the need to assume legal responsibility. Article will revolve around celebrity endorsement of false advertising law responsibility, thus constructing suitable for China’s economic development status quo of false advertising celebrity endorsements tort relief system.