证言广告与一般广告相比有其特殊性,其承担责任的法理基础是消费者知情权侵权责任。而消费者知情权作为一种发展中的绝对权利,其特有的性质决定了法律对于证言广告的立法取向。本文试图从分析证言广告性质入手,在比较各国证言广告的立法基础上,提出认识证言广告法律规制的价值取向和实际司法实践中应该注意的问题。 Testimonials ads compared with the general advertising has its own particularity, the legal basis for its liability is consumer information rights tort liability. The consumer’s right to know, as an absolute right under development, has its unique nature that determines the legal orientation of the law on the advertisement of testimony. This article attempts to start with the analysis of the nature of the testimonial advertisement, and on the basis of comparing the legislation of testimonial advertisements in various countries, the paper puts forward the value orientation of recognizing the legal regulation of the testimonial advertisement and the problems that should be noticed in the actual judicial practice.