Celebrating The Administrative Responsibility Of Celebrity Endorsement Of False Advertisement

As we all know,advertising is becoming more and more important in the marketing of goods and services.A kind of merchandise or service has a celebrity with the promotion of advertising will greatly increase its highlights,and celebrity endorsement advertising in this process more and more play a more important role.Ordinary consumers in the shopping inevitably affected by the effect of celebrity.Of course,we must also clearly see that celebrity endorsement advertising there are many problems of the proliferation of false advertising is no longer an internal problem in the advertising industry,but has turned to harm the social credibility of the community as a whole.It is a very important factor to study the reasons,the imperfect legislation,the ineffectiveness of advertising administrative punishment,and the selective law enforcement in law enforcement.China's legal norms for false advertising,both the lack of a clear definition of the legal concept,but also the existence of different levels of legal norms conflict conflict.In the management of celebrity false advertising,the first thing to do is to screen and judge a large number of advertisements,and this process should have a clear legal basis for the relevant administrative legal system problems found in the practical solution to the problem,Improve the relevant legal system,to properly expand the scope and intensity of prior examination,improve the celebrity endorsement of false advertising information disclosure and correction system,and earnestly investigate the administrative responsibility of celebrity false advertising.Practical governance of the current celebrity endorsement false advertising behavior,in addition to the celebrity's civil liability,it is important to hold the celebrity's administrative responsibility.At present,most scholars have studied the civil liability of celebrity endorsement false advertising,and the study of administrative responsibility is less,the author thinks that the administrative responsibility of celebrity endorsement of false advertisement is also an important research question,and the administrative responsibility of celebrity endorsement of false advertisement is Celebrity endorsement advertising behavior has a very important normative and guiding role.This article mainly discusses from four parts.The first part mainly discusses the concept and characteristics of the administrative responsibility of celebrity false advertising,which is the basis of further discussion of the whole thesis.The administrative responsibility of celebrity endorsement false advertising has the characteristics of subjectivity and administrative illegality.The second part discusses the theoretical basis and the current situation of the administrative responsibility of celebrity false advertising.Through this part of the discussion,it is clear that the administrative responsibility of celebrity endorsement false advertising is theoretically and in the current legal norms of our country.The third part analyzes the existing problems of administrative accountability of false advertising in China,including the effect of administrative penalty liability is not obvious,the lack of coordination between the main body of governance and the ineffective administrative review system,and further analysis of the causes of the problem.The fourth part puts forward some suggestions on the administrative accountability of false advertising in China.The fourth part is echoed with the third part,and the countermeasures and suggestions are put forward by the problem analysis.