论虚假广告代言人的民事责任

论虚假广告代言人的民事责任摘要广告发展到现在，已经成为了商家盈利的必要手段，广告代言人通过对产品性能的展示，使得消费者对产品有一定的了解。但如今，虚假广告满天飞，严重损害消费者的权益，甚至扰乱市场经济秩序。虚假广告代言人是否应承担责任？我们该怎么做才能让广告市场在一个有理有据的环境中发展？这些都是本文探讨的问题。首先，本文先介绍什么是虚假广告以及虚假广告的界定标准，要明确虚假代言人的责任那么明确虚假广告的界定是前提广告宣传必须真实、客观的反应商品或者服务的性能，不能夸大或者无中生有。然后进一步分析虚假广告代言人的责任和法律定位，对虚假广告代言人的责任和义务进行深入探讨。其次，根据我国现行的法律法规，《广告法》、《食品安全法》、《消费者权益保》和《产品质量法》相关的对虚假广告的责任追究范围和责任主体可以得知，当虚假广告侵害到消费者的人身或者财产时，法律明确规定了广告主、广告发布者和经营商的责任，但是却没有将广告代言人的责任囊括在内，使得广告代言人游离在外，不用承担任何责任。再次，根据我国法律在虚假广告的对虚假广告代言人的责任追究的空白和尚需要完善之处，提出了五点建议：（1）加强广告审查；（2）完善广告立法，健全广告法律责任制度；（3）加强广告的监督和管理；（4）消费者要学会保护自己，理性对待代言广告。只有从立法、监督、实施方面共同行动，才能够控制住虚假广告，才能将虚假广告代言人的民事责任梳理清楚。最后对本文所阐述的内容进行总结和为我国广告业的未来进行展望。通过完善广告立法和加强广告监督以及培养消费者的自我保护能力和理性对待广告的能力，将会促进我国的虚假广告代言人的民事法规的进一步完善，让我国市场经济在一个有条不紊的秩序中持续发展。关键词：广告代言人；责任追究；完善法规；持续发展AbstractAdvertisingtothepresent,hasbecomeanecessarymeansofprofitablebusinesses,endorsersshowthroughonproductperformance,makingconsumerproductshaveacertainunderstanding.Butnow,falseadvertisingeverywhere,seriousdamagetotheinterestsofconsumers,andevendisruptthemarketeconomicorder.Arefalseadvertisingspokespersonshouldtakeresponsibility?Howcanwedotomakeareasoneddevelopmentenvironmentintheadvertisingmarket?Thesearetheissuesdiscussedinthispaper.Firstly,whatisthedefinitionofstandardsintroducefalseadvertisingandfalseadvertising,falsespokesmentoclarifyresponsibilitiesclearlydefinedsothepremiseofadvertisingisfalseadvertisingmustbetruthfulandobjectiveperformanceoftheproductorservicereactions,cannotbeoverstatedornothing.Furtheranalysisisthentheresponsibilityandthelegalstatusoffalseadvertisingspokespersonresponsibilitiesandobligationsindepth.Secondly,accordingtoChina'sexistinglawsandregulations,"AdvertisingLaw","FoodSafetyLaw","ConsumerProtectionspokespersonadvertisingfalseforLaw"andaccountabilityrelatedtothescopeandresponsibilityofthemain"ProductQualityLaw"falseadvertisingcanbelearnedwhenwhenfalseadvertisingtoconsumersagainstthepersonorproperty,thelawclearlydefinestheadvertisers,publishersandoperatorsofresponsibility,butdidnotincludetheresponsibilityofendorsers,includingsuchendorsersfreehome,donotassumeanyliability.Again,accordingtoChina'slawsagainstfalseadvertisingspokespersonblankmonkaccountabilityfalseadvertisingneedsperfect,putforwardfivesuggestions:(1)strengthenAdvertisingReview;(2)improvetheadvertisinglegislation,improveadvertisinglegalliabilitysystem;(3)strengthenthesupervisionandmanagementofadvertising;(4)consumersshouldlearntoprotectthemselves,rationaltreatmentendorsementad.Onlyjointactionfromthelegislative,oversight,implementation,tobeabletocontrolthefalseadvertising,falseadvertisingspokespersontothecivilliabilityofcombingclear.Finally,thispaperdescribesthecontentsofthesummaryandoutlookforthefutureconductoftheadvertisingindustry.Byimprovingadvertisinglegislationandstrengthenconsumeradvertisingsupervisionandtrainingofself-protectionandrationalabilitytotreatadvertisingwillpromotefurtherimproveChina'sfalseadvertisingspokespersonofthecivillaws,soChina'smarketeconomyinamethodicalorderinsustainabledevelopment.Keywords:endorsers;accountability;improvinglawsandregulations;sustainabledevelopment目录1引言研究的目的和意义本研究的主要内容虚假广告代言人的法律定位虚假代言人应承担的法律责任完善广告法中对于代言人的约束范围。本文的研究创新处对完善广告法提出相关建议深入分析虚假代言人的法律责任虚假广告代言的内涵及其形式虚假广告代言的内涵虚假广告代言的主要形式