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目 录
摘 要 ...................................................... Ⅰ Abstract ....................................................... Ⅱ 引 言 ....................................................... 1 1 明星代言虚假广告案件概述 ..................................... 3 1.1郭德纲代言“藏秘排油茶”案 ................................ 3 1.2案件的处理意见及法律适用难点 .............................. 3 2 明星代言虚假广告问题的概述 ................................... 5 2.1虚假广告的定义 ............................................ 5 2.2民法体系下明星代言虚假广告承担法律责任的现状分析 .......... 6 3 明星代言虚假广告问题立法现状与不足 ........................... 8 3.1明星代言虚假广告的相关法律 ................................ 8 3.2明星代言虚假广告的相关法规及规章 .......................... 8 3.3我国立法的缺陷与不足 ...................................... 9 4 明星代言虚假广告法律责任的完善 .............................. 10 4.1虚假广告中明星的行为与损害之间因果关系的相当性 ........... 10 4.2规范我国明星代言虚假广告问题的措施 ....................... 10 结 论 ...................................................... 14 参考文献 ...................................................... 15 致 谢 ...................................................... 17
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摘 要
从近期来看，明星越来越火热，明星带火的产品也不在少数，追星已经成为现代媒体的新闻热点。这就导致了虚假广告越来越多，也对人们造成了不小的伤害。高额的利润回报很诱人，这就导致了一些名人为了眼前利益而做虚假广告，让消费者购买了不符的产品，权益没有得到保护。在中国现阶段的发展看来，这方面的制度还不太完善，许多名人随意代言虚假广告，而消费者很难追究明星的法律责任。目前，我国名人所代言的产品失实问题还只是存在于表面，还属于只是人民讨论，谴责的阶段，国家法律方面还没有足够关注。所以，明星代言产品的失实虚假广告越来越多，对不实的广告带来的严重后果和相应法律责任的研究是很有研究的价值的。
之前就有一例涉嫌虚假广告代言的事情，这篇文章以央视曝光的明星代言事件为例，他所代言的是一个排油减肥茶，这个广告名人所代言就涉及到虚假信息，与实物不符，消费者是因为明星代言而引起购买欲望，也消费过这个产品，但是属于虚假信息，代言人要不要负相应的法律责任，这还是一直存在的争议问题。从我国目前的法律来看，国家规定食品虚假广告代言人有一定的责任外，在其他的方面还没有具体的要求以及是否要承担相应法律责任，那么对于这一方面，我国的法律规定就出现了漏洞，但这并不能成为钻法律空子的理由。法律上有相关规定，存在侵权的行为会按具体责任进行追究。以这篇文章的案例进行分析，从已有的法律文件和外国一些可行性的办法进行研究，对有关的立法继续完善，在虚假广告代言方面，希望能够逐渐建立比较完善的法律责任制度，从而更好的管理广告市场，促进市场经济可持续地发展。
关键词:虚假广告；明星；民事法律责任；广告法
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Abstract
In recent years, star advertising has become a hot spot in the news media industry. The phenomenon of celebrity false advertisement is more and more, the social harm caused by it can not be underestimated or ignored. In order to get high reward, some famous people endorse false advertisements, which makes consumers be cheated and their legitimate rights and interests are seriously violated. Due to the lack of laws regulating the advertising system in China, many celebrities endorse false advertisements at will, and it is difficult for consumers to investigate the legal responsibility of stars. At present, the problem of false advertising by celebrity endorsement in China is still in the stage of public opinion condemnation. However, this issue has not been paid enough attention by the legal community. Therefore, with the more and more serious phenomenon of stars endorsing false advertisements, it is of theoretical value and practical significance to discuss the consequences and legal responsibilities of stars endorsing false advertisements.
In this paper, CCTV exposed by the famous crosstalk actor Guo Degang's endorsement of the \secret oil tea\advertising suspected of false publicity events as a case to lead to the topic of the legal liability of the star endorsement of false advertising. Although consumers have been cheated because of the celebrity or star effect of the spokesperson, and consumers have sued the spokesperson in judicial practice, there is a huge controversy in the legal circle of our country about whether the spokesperson should bear the legal responsibility. Looking at the current laws of our country, in addition to the provisions on the responsibilities of false spokesmen of food advertisements in the food safety law just passed by the state, there are no specific legal provisions requiring false spokesmen of food advertisements to bear civil liabilities in other fields. It can be said that there is a blank area in the legal regulations of our country, but this can not become the commitment to determine the false spokesmen of food advertisements Obstacles to civil liability. Because the general provisions of civil tort law and the general legal principle of civil liability can be the practical basis for investigating the specific civil liability of the actor. This paper starts from the case study and qualitative analysis of false advertising; We should fully tap the existing legal resources, actively seek the
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feasible ways to bear the responsibility of false spokesmen from the current laws and regulations, foreign legislation and practical experience, strengthen the relevant legislative research, and hope to improve and perfect the civil liability system of false spokesmen in China, standardize the advertising market in China, and promote the healthy development of the market economy in China.
Key words: false advertisement; star; civil legal liability; advertisement law
民法视角下明星代言虚假广告法律责任研究
