On The Legal Liability Of Star Advertising Agency

Star as a public figure,acting a product to a large extent affected the people's propensity to consume.Since September 1,2015,the implementation of the "advertising law" clearly the joint responsibility of the star agent,star agency in the dual legal regulation of fines and endorsement ban.This makes it necessary for the star to be more careful in choosing the product,carefully examining the description of the product and the actual situation is consistent with the corresponding responsibility.With the rise of the media since the false advertising in the new media era and changing all kinds of different forms,based on the study of the new legal system under the new environment,to find out the feasibility of our country to deal with the false star agent,protect the s and interests of consumers.I look forward to through the method of literature analysis and comparison,referring to domestic relevant information,horizontal and vertical comparative analysis of legal liability to star advertising agency,on the one hand,combing our country star advertising agency legislation,comparing the old and new "advertisement law",on the other hand,the star advertising agency of the United States,British legislation law,Japan and South Korea are analyzed,in order to provide suggestions to improve the legal responsibility for our country's star advertising agency.In this paper,the author is divided into four parts.The first part is an overview of the star advertising,from the definition of stars,star agent advertising classification and characteristics,the legal status of star agency advertising.The second part is about the foreign star advertising agency regulations and reference,respectively summarizes the legislation and legal system of the star advertising agency,an analysis of the feasibility of the system in China's implementation of the measures.The third part expounds the current situation of legal liability on star advertising agency in China and the existing problems,one is the provisions of the new "advertisement law" carries on the outline,compares the new and old "advertisement law";two is to sum up the existing star advertising agency legal liability issues.In the fourth part,the author puts forward some countermeasures and suggestions to perfect the legal liability of star agency advertisement in our country.