论明星虚假代言的法律责任分析研究——以小S虚假代言为例 法学专业

内容摘要：在当今社会，广告在人们的身边无处不在，广告已经是现代经济市场中不可或缺的一份子。近年来，在商业的竞争压力剧增的大环境下，各个商家都不惜重金聘请明星作为其商品或服务的代言人，通过“明星效应”来宣传产品。然而，在“明星效应”滋养下的广告一旦变为虚假广告，这将给消费者带来的损害是尤为巨大的。同时，我国的相关法律还不够完善，在虚假广告事件后的处罚仅限于相关部门，而那些明星则开始考虑代言其他产品，这对于消费者而言是极其不公的。现确定明星虚假代言的法律责任已刻不容缓，他们对于消费者所受损害有不可推卸的责任。本文从“小 S 虚假代言”事件谈起，分析明星虚假代言的危害性；进而讨论从这一事件中投射出明星虚假代言的法律责任。最后通过对比国外相关法律制度，提出完善我国的明星虚假代言责任的相关措施。关键字：虚假广告 明星效应 法律责任Abstract：In modern society, advertising is everywhere in our life, advertising is an indispensable part of the modern market economy. In recent years, in the environment of the sharp increasing pressure of competition,every merchant hired at showering stars as representative of its goods or services, through the “celebrity effect” to promote products.However, in the "celebrity effect" nourish the advertisement once into the false advertisement, this will bring great harm to consumers. At the same time,our country's law is not perfect enough, after the false advertising events of punishment is limited to related departments, and the stars began to consider the other product, it is unfair to consumers. Now, it is as soon as possible to determine the legal liability of star, because they have compelling obligation for damage of consumers.This article from the "small S false endorsements" events, analysis of the dangers of false endorsement. At the same time, finding legal responsibility of the star false endorsement from the incident. Finally, it puts forward related measures of perfec...