【作者】 陆敏；

【导师】 徐伟敏；

【作者基本信息】 山东大学 ， 法律（专业学位）， 2013， 硕士

【摘要】 目前我国经济发展迅速,广告业也日益发达,广告代言特别是名人代言现象也愈来愈普遍。广告代言对于扩大商品知名度、促进商品销售等方面具有重要意义,使商品经营者、消费者、代言人获得了各自不同的利益,也促进了我国商品经济的发展。众多企业聘请社会各界知名人士为其产品、服务宣传代言,广告代言人也成为一类新的社会群体,受到社会的广泛关注。然而同时,大量的虚假代言广告也随之产生。广告代言人作为公众人物,社会影响力极为广泛。一旦出现虚假广告,给消费者的财产、生命健康带来了危害,严重损害了消费者的利益。但是我国的现行法律在虚假广告代言人责任制度上却存在缺失,因此,对名人代言虚假广告进行法律规制刻不容缓。笔者认为我国需要构建虚假广告代言人民事责任制度。本文分为六个部分对其中的问题分别进行论述：第一章是对名人代言虚假广告基本概念阐释。在这个部分,我们要清楚广告代言人和名人的概念,理解他们在广告中的地位和发挥的作用。本文以虚假广告为研究对象,因而首要的就是要理解虚假广告的概念,了解虚假广告的类型,以便于正确的认定虚假广告,对代言虚假广告的名人正确地归责。第二章探讨名人代言虚假广告应当承担民事责任问题。具体包括名人代言虚假广告承担民事责任的理论依据和必要性。法律是非常严肃而且严厉的,对于某一行为进行法律规制必须具备必要性。既然我们要求名人代言虚假广告需要承担民事责任,就应该给出应该立法的根据。在本文中通过从法学理论的角度分析名人代言虚假广告应该承担民事责任的法律依据,然后分析了名人代言虚假广告的危害,这是对名人代言广告进行法律规制的必要性。第三章分析名人代言虚假广告应当承担民事责任的性质。比较得出名人代言虚假广告应承担侵权责任,既不是违约责任,也不是缔约过失责任。另外,本文还分析了名人代言虚假广告侵害的权利。第四章对名人代言虚假广告的侵权责任加以认定,分别从名人虚假广告代言侵权责任的归责原则和构成要件两个角度进行分析论证。首先分析名人承担虚假广告的民事责任的归责原则。然后根据违法性、损害后果、因果关系和过错四个构成要件的分析,可以认定虚假广告是一种侵权行为,名人代言虚假广告的民事责任构成侵权责任。第五章比较研究国内外关于规制名人代言虚假广告不同路径。首先本人介绍国外对于广告代言人的责任追究制度。然后通过整理归纳我国关于广告的法律法规体系和我国立法上对虚假广告的民事责任的不完善之处,了解我国关于名人代言虚假广告的立法现状,最后结合我国现状,从立法、广告审查机制、行业自律以及消费者和代言人的素质这四个方面总结国外广告规制对我国的启示。第六章提出对我国名人代言虚假广告承担民事责任的法律制度完善的构想。从立法、执法和司法三个角度给出建议：在立法上,完善追究虚假广告代言人民事责任的相关法律；在执法上,完善广告审查制度,加大执法监督力度；在司法上,建立公益诉讼制度,保护消费者权益。更多还原

【Abstract】 At present, China’s economic development is rapid, and the advertisement industry is increasingly developed. Endorsements, especially the celebrity endorsement phenomenon, also become more and more popular. Endorsements are very important for expanding commodity publicity and promoting sales of goods, which is of great significance for commodity operators and the development of commodity economy in our country. Many companies hire celebrities from all walks of life for its endorsement of a product or service, therefore, advertisement spokesman has also become a new kind of social groups, received extensive attention of society. Yet at the same time, a large number of false endorsement ads also arise. As the advertising spokesmen are public figures, their social influence is extremely broad. Once appear, false advertisement brings damage to the consumer on the property and health, seriously harming the interests of consumers. But our country’s existing laws on civil responsibility system of false advertisement spokesmen is missing, therefore, legal regulation without delay on the the celebrity endorsements of false advertisement is urgently needed. The author thinks that it is need for our country to build civil liability system on false advertisement spokesmen. On the issues, this article is divided into six parts to be discussed:The first chapter is on overview of the basic problems on celebrity endorsement of false advertisement. The main contents include the interpretation of basic concept and the type of false advertisement. In this section, it is need for us to understand the concept of advertisement spokesman and celebrity, and understand their status and role in the advertisement. The most important is to understand what is false advertisement, because the center of this article is about civil liability regulation on celebrity endorsements, and preventing the false advertisement.The second chapter discusses the issue that celebrity endorsement of false advertisement shall bear civil liability. This part includes the theoretical basis and the necessity of advertisement spokesman bearing civil liability on false advertisement. Law is very serious and strict, legal regulation on a certain behavior must have the necessity. Since we request that celebrity speaking false advertisements needs to bear civil liability, we should list reasonable legislative basis according to the actual situation.The third chapter analyzes the nature of civil liability for the celebrity engaging in false advertisement. By comparisons, I insist celebrities engaging in false advertisement should bear tort liability, neither the liability for breach of contract, nor the liability for contracting fault. In addition, the paper also analyzes the rights that false advertisements violate.The fourth chapter analyzes the tort liability of celebrity for false advertisement, giving analysis and demonstration from two angles that tort imputation principle and constitutions of tort liability. First, I state the imputation principle of civil liability of celebrity false advertisement. Then, according to the analysis of the four constitute elements, we can identify that false advertisement is a kind of tort, and the celebrity should bear tort liability for engaging in false advertisement.The fifth chapter compares different paths on regulation of celebrity false advertisement at home and abroad. First, the paper introduces the responsibility system of advertisement spokesmen abroad. Then through summarizing the system of laws and regulations and imperfections of legislations on civil liability for celebrity false advertising in our country, understanding about China’s legislative situation of celebrities engaging in false advertisement, we draw lessons from foreign regulation on celebrity endorsement according to our country’s present situation.The sixth chapter puts forward the advice that we improve our legal system of civil liability of celebrity endorsements for false advertisement. Suggestions from three angles is listed:in the legislation, it is need to perfect the relevant laws about false advertisement; in the enforcement of the law, we should perfect the system of advertising review and strengthen the supervision of law enforcement; in the administration of justice, it is necessary to establish the system of public interest litigation, protecting rights and interests of consumers.更多还原