The Civil Liability Of Endorsers In False Advertisement

Advertising is the product of the commodity economy era,because of the dissemination of information, can be directly effective talent showing itself in the kinds of types of advertising, it has played an irreplaceable role for the development of the advertising industry difference in advertising.recommended for products or services in advertising or behavior, which makes advertising more convinciable than other types of advertising. At the same time, the commodity economy is a kind of economic interests,the environment of natural profit making business advertising is easy to become a kind of making profit tool,the phenomenon of false advertising began to enter people ’s field of vision.In real life,consumers sued the case of advertising endorser is common to be seen,consumers generally think the endorsers should be responsible for the act of false advertising their own damage,it relates to whether the endorser shall bear the civil liability and civil liability cognizance.In recent years,our country began to strengthen the false advertisement civil and commercial legislation,but specific to how to identify the false endorsements behavior and how to define the civil liability of false advertising and other aspects,has yet to be further improved. On the legal regulation of advertising endorsements and testimonials in our country,there are legislative experience from some advertising endorsements and testimonials in developed countries or regions of the necessary,for advertising endorsements behavior of our country to provide more specific guidance,which will help to further improve the legal system of our country ’s advertising environment.The innovation of this paper is advertising endorsements and testimonials should pay attention to distinguish between behavior and image appeared in the behavior in the judicial practice,and we should pay attention to distinguish between ordinary endorsements behavior of false advertising and false advertising behavior itself in the determination of the endorsers liability.