| Presently, questions about the false advertisement attract more and more attentions from the society. False advertisements not only cheat advertisement audience, but misguide them. More seriously, such false advertisements may infringe customers’lawful rights and interests, which will block the healthy development of social economy. But when people are directed at the advertisers, celebrity, but neglected the false advertisement publishers-the responsibility of the media. Advertisers in false advertisement does absolute responsibility, but the media as advertising publishers, naturally has close relationship with advertising, advertising must through the media to spread, from early media such as newspaper, TV to Internet, mobile phones, such as the new era of media, they all play the role of ads, advertising, of course, the release of the media is the main source of income. So, the media in false advertising industry chain, has can’t evade responsibility.With the proliferation of false advertisement, a false advertisement publishers, media by consumers to the dock. This is from a level reflects the regulation of legal liability for false advertising media in China is not perfect. At present our country for media to release the lighter punishment of false advertising, this makes some media under the drive of interests, will turn a deaf ear to laws and regulations, false advertising.False advertising in the media of legal liability is the core content of research, based on the meaning of false advertising, characteristic, the reason of existence and the media as the publisher of false advertising and its relationship with other main body in the false advertising, this paper analyzes the legal status of false advertising in the media and the media after the false advertising, the basis and legislative status quo of bear legal responsibility. Then the advertisement examination regulation system in China at present, dislocation and the weak, the lack of standard media law responsibility legal system and the analysis for the gaps of lawsuit system, thus to discuss our country the problems existing in the false advertising in the media assume legal responsibility. And according to these problems, puts forward some Suggestions at the last, come to further improve the legal liability of false advertising in the media.From the perspective of law of false advertisement in our country, strengthen the legal liability of false advertising in the media research, is of great theoretical and practical significance. In theory, is not only beneficial to the media in the legal status of false advertising, define the legal liability in false advertisement media, but also to the false advertising in the media of further perfection of legal responsibility. From the point of view of practice, strengthen the legal liability of false advertising in the media, can reduce the false advertising media behavior, so as to safeguard the legitimate rights and interests of consumers, promote the normal and orderly development of social economy. In addition, you can make the country’s advertising planning, development goals, development focus on further implementation, thus promote the sustainable development of the advertising industry. |
