China Star Endorsements False Advertising Behavior Causes And Prevention Countermeasures

With the development of science and technology, developing from the original stickers to today's newspaper, radio, television, Internet and other various forms,advertising has gradually penetrated into People's Daily life, become a part of life.Celebrity speak ads with its unique propaganda advantage most businesses, however,the use of celebrity endorsement advertising for false advertising phenomenon occurs frequently, which cause serious damage to the consumers' personal and property safety, disturbing social order. In the act of star endorsing false advertising, star need to take responsibility of what become a social problem to be solved.The purpose of advertising is propaganda, the participation of stars is get twice the result with half the effort for the advertised publicity, however, if the doping content false, false advertising, induction, fraud, consumer is, of course, for wrongdoing, light to bring economic property losses to consumers, or endangers one's personal life and health. However, driven by economic interests of advertising participants moral loss, at the same time advertising regulatory system is not perfect,supervision and administrative supervision departments, industry associations as well as to the society on the advertising supervision and management, there exists a review not comprehensive, not strict, regulation is not active, not completely, leading to frequent celebrity speak false advertising behavior. Advertisement law in our country,however, the lack of legal relationship main body range, narrow, advertisement legal relationship object content blurry, causing damage without liability of false advertising celebrity endorsements, advertising, network soft text ads and other emerging constraints of invisible endorsements behavior does not. In addition,consumers are blindly following the lack of rational consumption concept also give star endorsement of false advertising behavior produce and spread provides a hotbed of breeding, star endorsements behavior in the prohibition by false advertisement.Star endorsement, the author of this paper the causes of false advertising behavior, combined with the actual situation in our country, put forward relevant rationalization proposals: first, with "advertisement law" is given priority to, other relevant laws is complementary, the perfect legal laws and regulations, and will into advertising the scope of star, delimits the scope of celebrity endorsements, establish a scientific and effective censorship and imputation mechanism, increase the penalties.Second, perfect advertising management system, establish strict self-discipline censors and independent self-discipline organization, applies a system of reporting incentives, fully arouse the enthusiasm of the supervision of the consumers, and to implement of false advertising celebrity endorsements behavior regulation. Finally,the prevention of false advertising celebrity endorsements behavior by law also want to rely on moral, through the moral edification to make advertising participants(especially) of star consciously abide by professional ethics, put an end to false advertising. At the same time, to guide consumers to set up correct consumption concept, strengthen the consciousness of rational consumption, the improvement of the social climate prompted by improve the quality of the product rather than starsfalse endorsements to win more consumers, a fair competition, to maintain the normal operation of market economy.