Research On Legal Regulation Of Children's Advertising Endorsenment

Nowadays,more and more children images appear in public viewin both commodity packing and TV programs.In the period of "Child Star",children are not only parents'babies but also uploading in the internet.Children stars attend all kinds of commercial performancewhich let them become the focus of discussion.Therefore,aseriesofrealisticproblems appear in advertising fields.For example,spokesmenmust play an important role in proving and recommending but children couldn't,because they don't have the comprehensive cognitive ability.According to the law,if consumers are infringed by goods because of the trust,spokesmen and advertisers are going to bear the joint liabilities.But for children,their parent' must undertakethe responsibility.That is to say,the person customer trust and the responsible person are not the same one,so that there are some certain risks forprotecting consumers.Accordingly,our "Advertising Law" prohibits children aged below ten from endorsement.The aim of legislation is to protect the legitimate interest of children and customers,however,the law is kind of prohibited regulationsand some relevant conceptionsare vague.The scope is not clear and the boundary is undefined.So that the appropriateness of taking ten years old as a limit is always a hot topic.The article is divided into four parts,the first partintroduces the legislative stipulation of children endorsement and the problems in juridical practice.The second part reflects on the current legal provision,and putting forward to some problems on the application of law.The third part absorbs the legal system and some relevant legal regulations of America and Japan.At the same time,the third part contributes toputting forward ideas and suggestions for the established law.