近年来,随着微博、博客等网络工具的发展,名人代言广告开辟出了新的方式,即“微代言”。这种营销方式由于没有签订正规的代言协定,故名人们试图以此规避责任。那么“微代言”的性质究竟为何?在“微代言”存在虚假宣传的情况下名人们是否需要承担法律责任?此即为本文研究重点所在。 In recent years, with the development of web tools such as microblogging and blogging, celebrity endorsements have opened up new ways, that is, “micro-endorsements.” This marketing approach as there is no formal endorsement agreement, so celebrities try to circumvent this responsibility. So what is the nature of “micro-endorsement”? Do celebrities need to assume legal responsibility when there is false propaganda in the “micro-endorsement”? This is the focus of this article.