新修订的《广告法》明确规定了代言人在代言过程中需要适用商品并做到审慎注意,这是立法的一大进步。但是其并没有具体的详细的规定,在具体的操作过程中存在一定的问题。本文将分析代言人进行虚假广告的法律基础、性质等,对其承担民事责任作简要的规制。 The newly revised “Advertising Law” clearly stipulates that the spokesperson needs to apply the goods during the endorsement process and exercise due diligence. This is a major step forward in legislation. However, there is no specific and detailed stipulation, and there are some problems in the concrete operation. This article will analyze the legal basis and nature of the spokesman’s advertisements for false advertising, and make brief regulations on the civil liability it carries.