Study On Celebrity's Criminal Liability Arising From Endorsement Of False Advertisement

The celebrity endorsement of false advertising is illegal act that could mislead consumers and disrupt markets.The lack of corresponding legal rules and fluent cohesion among all department laws makes this act could not bear its suited legal liability.The lack of corresponding rules about the celebrity endorsement of false advertising in China's criminal law does not indicate that this illegal act could not bear the criminal liability.The criminal liability establishment of this illegal act should be based on the administrative illegality and social harmfulness.Only caused serious consequences,should this act bear the criminal liability.Therefore,we need to divide acts conducted by different subjective fault form into two parts.The intentional behaviors should be dealt with as joint crime of the crime of false advertisement according to the article 222 of the criminal law.As for the unpremeditated acts,negligent crime for celebrity endorsement of false advertising should be set as an independent crime to achieve “the principle of suiting punishment of crime”,the unit also can constitute this crime.