On The Legal Regulation Of The False Endorsements Of Chinese Celebrities

As an important means of commodity and service marketing,advertisement plays an increasingly important role in the life of the information age.With the continuous improvement of social productivity,progress of science and technology,social cultural concept innovation,the form of advertising has also undergone great changes.As one of the new forms of advertising,endorsement advertising has a good publicity effect by virtue of the good social image and popularity of celebrities,and is gradually regarded as an important way of product marketing by businesses and enterprises.With more and more celebrities engaged in advertising activities,social problems have emerged.In the face of huge economic benefits,celebrities often evade legal responsibilities and make false endorsements,that causing great losses to consumers' legitimate rights and interests.Although in recent years,China's legislation has increased the regulation and restriction of celebrity false endorsements,but the relevant laws were still not enough to solve the illegal phenomenon of celebrity false endorsement effectively,the legitimate rights and interests of consumers were also not got completely protect.Therefore,the improvement of relevant legal regulations is the key to effectively solve this illegal phenomenon.Through the improvement of legislation and the introduction of the corresponding judicial interpretation,putting the specific application of legal provisions in judicial practice,then to effectively protect the legitimate rights and interests of consumers,and put an end to the occurrence of controversial cases.