The Study On Civil Liability Of False Advertising Spokesperson

With the advent of the entertainment era,we have entered the age of all-people entertainment.Modern Internet technologies and new media eras have provided rich resources for information,and the advertising effects of celebrities have become increasingly evident.Celebrity endorsement advertising is no longer exclusive to big companies.Finding big stars and finding celebrity endorsement ads has become an essential part of corporate operations.Behind the celebrity endorsement advertisements,a series of expected or unexpected problems also followed,among which the false advertising problem that jeopardizes the safety of public life and property is most prominent.The most publicly familiar,the international superstar Jackie Chan spoke of the false advertisement of “Overlord” shampoo that once caused a sensation.The appearance of the“Kinger” shampoo containing carcinogens angered the public and hurt many consumers with hair loss problems..The Japanese background promoted by the "Maru Mei" cosmetics endorsed by Yuan Yuyi did not exist,and even Japan could not even buy perfect products,and there was a clear fraudulent consumer behavior.While the market economy is booming,the competition between products has become more pronounced,and the celebrity endorsements of false advertising incidents have been exposed frequently,which has seriously damaged the lives and property of consumers and made it difficult for consumers to protect their legitimate rights and interests.The celebrity's reputation will also have an impact,and even interfere with the market economy of our country.In the situation where the celebrity endorsement false advertising problem is becoming more and more prominent,the discussion on whether stars should bear false advertising legal liability,how to bear legal liabilities,and what kind of legal responsibilities are assumed has become increasingly fierce in the academic community.China's current "Advertising Law" and related There are no clear guiding provisions in laws and regulations,and there are legal gaps.On the basis of jurisprudence,this article analyzes the current status and existing problems of false advertising endorsement in our country based on the relevant theories of our country's virtual advertising endorsements.It begins with the investigation of the tort liability of false advertising spokespersons,and defines the concept and features of falseadvertising.Establish the relevant laws and regulations of this study,which leads to the discussion of the defects and deficiencies of relevant legislation in China.On this basis,this question proposes improved countermeasures and suggestions for resolving tort liability of false advertising spokespersons.