虚假广告代言人的行为,使虚假广告的社会危害性进一步扩大,但现行法律对代言人的法律规制存在极大缺失。由于追究虚假广告代言人的法律责任有充分的法理依据,因此有必要完善现有法律法规,确立民事、刑事、行政责任三位一体的责任体系,明确义务性规矩,增加民事责任主体,区分侵权责任归责原则,以更好地对虚假广告代言行为进行有效规制。 False advertising spokesman’s behavior, to make the social harm of false advertising to further expand, but the current law of the legal representative of the spokesman there is a great absence. Because there is a sufficient legal basis for pursuing the legal responsibility of false advertisement spokesman, it is necessary to perfect the existing laws and regulations, establish the Trinity system of responsibility for civil, criminal and administrative responsibilities, clarify the obligations and rules, increase the subject of civil liability, and distinguish the responsibility of tort liability Principle, in order to better regulate false advertising endorsement behavior.