【作者】 孔蕾；

【导师】 周桂党；

【作者基本信息】 兰州大学 ， 法律， 2008， 硕士

【摘要】 关于名人代言广告问题,一直是近年来新闻传播界的热点。名人做虚假广告已经屡见不鲜,由此引发的社会危害性却不可低估。部分名人为了片面的追求经济报酬,不分良莠的乱加代言,导致消费者上当受骗,权益受到侵害。由于我国现行广告法律制度的缺失,造成名人虽代言了虚假广告,却无需承担任何法律责任的现状。目前,国内对名人代言虚假广告问题也仅仅停留在声讨及谴责阶段,该问题还未引起法学界的足够关注。在名人代言虚假广告层出不穷的今天,对名人虚假广告法律责任进行研究具有一定的理论与实践意义。本文以消费者状告刘晓庆代言“蕃茄胶囊”虚假广告一案为引,从法院的判决结果中分析得出我国现行《广告法》对名人代言虚假广告法律责任规定的缺失。针对国内愈演愈烈的名人代言虚假广告,消费者权益频频受损的现象,从社会公平、社会责任感、媒体业的健康发展三方面指出名人代言虚假广告不担责的社会弊端,就国内对此问题持肯定与否定的观点一一列举并加以评述,肯定了名人代言虚假广告应当承担法律责任的正确性,并分别从理论依据与现实原因两方面给予详细的论证。在本文的重点,名人代言虚假虚假广告法律责任承担的具体规制方面,通过比较分析国外经济发达国家对此问题的法律规定,指出可供我国立法与司法借鉴之处。从立法方面建议修改现行《广告法》,将广告代言人纳入法律调整对象;从司法方面建议名人承担侵权责任,并从加强媒体舆论监督,提高消费者维权意识方面对名人代言虚假广告的法律责任加以规制。规定名人代言虚假广告的法律责任不是目的,而是手段。希望通过这种手段,维护消费者的合法权益,创造干净的消费环境,共建诚信健康的和谐社会。更多还原

【Abstract】 It is a hot viewpoint that the celebrity engaging in advertisement in the field of news propaganda. Nowadays, the celebrity perform false advertisement became more and more frequent. Some celebrities always perform advertisement without distinguishing the contents in order to purchasing to a huge sum money. So the rights and interests of consumers have been damaged.But in our currently Advertisement Law, we couldn’t find direct regulation in our advertisement laws and statues about a celebrity’s liability for false advertisement. The phenomenon lead to not only consumers’economic loss but also go against the principles of just, impartial and honest. Currently, the celebrity who perform false advertisement are only denounced and condemned. The field of law haven’t taken the problem seriously. I think it has theoretic and practical meaning to make the celebrity undertake legal liability..By analysing the court decision of the case of Liu Xiaoqing engaging in false advertisement of "Tomato Capsule ",we get the shortness of our current Advertisement Law.To the serious phenomenon of celebrity engaging false advertisement,the writer point out its social malpratice from social fair,social responsibility and media health development aspects. The writer comment on demestic thesis of positive and negative on the problem,give detailed arguments from two aspects of theoretic and practical, In emphasis of the article, the specific regulation of the celebrity engaging in false advertisement undertaking legal liability, the writer point out the reference by analysing the regulation on the problem of foreign countries At last I point out specific regulations from legislation, administration of justice, the superintend of media and rights defending of consumer.It should be definite that regulating legal liability of celebrity who perform false advertisement is not goal but means. We expect to safeguard the legal rights of consumers ,create clear consume atmosphere, build honest, healthy and harmonious social together.更多还原