Research On Legal Regulation Of Internet Celebrity Testimonial Advertising

In recent years,with the popularity of the Internet,some people have attracted a lot of Internet users' attention through weibo,webcast and short video to become Internet celebrities.Driven by the desire to turn this concern into income,Internet celebrities have begun to enter the commercial arena.In the way of earning income,testimonial advertisements is one of the most important forms for Internet celebrities,and a new type of advertising format is born.In this kind of advertisement,Internet celebrities can use its influence to recommend goods or services,which greatly affects the sales of goods or services,and thus earns a lot of income.Under the promotion of interests,more and more Internet celebrities began to recommend products or services,and the Internet celebrity testimonial advertising has also developed rapidly.However,while the new advertising format of Internet celebrity testimonial advertising has flourished,there have been many problems such as false propaganda and the proliferation of substandard products.This is the abuse of Internet celebrity's influence,which infringes on the legal rights of consumers and affects the normal market economic order.Internet celebrity testimonial advertising is not one-to-one marketing,it has a wide impact.It has already affected the overall interests of society.It must be subject to effective legal regulation.In terms of characteristics,Internet celebrity testimonial advertising have a big difference compared with traditional advertising.This makes the legal regulation based on traditional advertising design fail to play its due role.In this regard,the existing legal regulations have a certain lag.Based on this,this paper studies the legal regulation of Internet celebrity testimonial advertising.This article consists of three parts.The first part is the introduction.It introduces the research background and research methods of this paper,reviews the research status,and summarizes the related concepts,characteristics,types and properties of Internet celebrity testimonial advertising.The second part is the main part of the thesis.This part discusses the current status of Internet celebrity testimonial advertising,and then proposes and analyzes the problems of legal relationship,legal responsibility,supervision modes and legal remedy for Internet celebrity testimonial advertising.The lack of legal responsibility caused by the deviation of legal relationship,the lack of supervision and the inefficiency of legal remedy are the main problems in the legal regulation of Internet celebrity testimonial advertising.The reasons for these problems are that traditional advertising legal relationship does not match Internet celebrity testimonial advertising,the lag of existing advertising laws,legal liability clauses are inaccurate,the advertising supervision system is flawed,and individual consumers are difficult to carry out legal rights protection.In this regard,this paper puts forward some perfect measures from the aspects of legal relationship and legal responsibility,supervision mode and legal remedy.In terms of legal relationship and legal responsibility,it is necessary to reshape the legal relationship,implement legal responsibility,and improve the legal regulation of Internet advertising.In the improvement of the supervision mode,it is necessary to set up a special supervision department,give play to the role of industry organization,clarify the object of supervision,implement the management obligations of the network platform,and promote credit supervision.In the optimization of legal remedy,it is necessary to promote consumer public interest litigation and establish a fine system for compensation reduction.The third part is the conclusion of the paper,a brief summary of the full text.