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广告业快速发展的同时出现了许多问题,以虚假广告问题最为严重。名人代言虚假广告的事件频发,致使消费者的利益一再受损,一定程度上扰乱了市场经济秩序,其影响面广,危害大。我们在谴责部分名人缺乏社会责任感的同时,更应该思考现象背后深层次的原因:名人代言广告责任追究制度存在缺陷。本文通过经济法视角,分析我国名人代言虚假广告法律存在的问题,并结合广告管理制度为我国名人代言广告提出规制建议。
The rapid development of the advertising industry at the same time there are many problems to false advertising the most serious problem. Celebrity endorsement of false advertising frequent incidents, resulting in consumer interests repeatedly damaged, to some extent, disrupted the order of the market economy, its impact is broad, harmful. While we blame some celebrities for lack of social responsibility, we should also think about the underlying reasons behind the phenomenon: there is a flaw in the accountability system for celebrity endorsements. This article, through the perspective of economic law, analyzes the problems existing in China’s celebrity endorsement of the false advertising law, and puts forward the regulatory suggestions for the celebrity endorsement advertisements in China with the advertising management system.