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新《广告法》正式实施,其中的一大亮点无疑是引入了广告代言人的连带责任。依据该法第56条规定:普通商品或服务,如果代言人“明知”或“应知”广告虚假仍推荐或证明,造成消费者损害的,其应与广告主、广告经营者、广告发布者承担连带责任;代言关系消费者生命健康的产品或服务的虚假广告,代言人一律承担连带责任。但是,何为广告代言人?何为代言行为?其将产生何种后果?代言人是否一概承担连带责任?新法颁布后,这些问题仍需探究。
The new “Advertising Law” formally implemented, one of the highlights is undoubtedly the introduction of the spokesman for the joint responsibility of the ad. According to Article 56 of the Law, if the general merchandise or service is still falsely recommended or proved even if the spokesperson ’s “knowingly ” or “should know ” advertisement, causing damage to the consumer, it shall cooperate with the advertiser, advertisement manager, Advertising publishers assume joint and several liability; endorsement of false advertising of health products or services consumers, spokesmen shall bear joint and several liability. However, what is the spokesman for the advertisement? What is the endorsement behavior? What will happen to the consequences? Whether the spokesperson should assume joint and several liability? After the promulgation of the new law, these issues still need to be explored.