论虚假广告代言的侵权责任分析研究 法学管理专业

论虚假广告代言的侵权责任[摘要] 虚假广告加之明星代言的助力，一定程度上扩大了虚假广告中涉及的商品和服务的宣传范围，消费者常基于对代言人的信任，则受害至深。《中华人民共和国广告法》明确规定了广告代言人在虚假广告代言下承担连带责任，但该规定在适用中存在注意义务不清、归责原则不明以及对虚假广告和虚假代言未作区分等问题，造成司法适用困难。故而，应明确注意义务的内容、确立过错推定作为归责原则，同时对虚假广告和虚假代言作出进一步区分。 [关键词] 虚假广告；虚假广告代言人；连带责任[Abstract] The aid of false advertising and celebrity endorsement, to a certain extent expanded involved in false advertisement publicity range of goods and services, consumers are often based on confidence in the face, will suffer to the deep. The advertisement law of the People's Republic of China stipulates clearly the advertising spokesperson jointly and severally liable under false endorsements, but the rules exist in the applicable notice obligations is not clear, the principle of imputation is unknown as well as to the problems such as false advertising and distinguish false endorsements unwritten, causing difficulties in judicial application. Therefore, it is necessary to pay attention to the content of the obligation, establish the principle of blame, and make further distinctions between false advertisements and false endorsements. [Key word] False advertisement; False advertising spokesperson; Joint and several liability当今社会广告代言现象较为普遍，虚假广告侵权事件也层出不穷，对社会秩序和消费者权益造成了一定的影响。在之前的“金斗寻宝”涉嫌虚假广告宣传一案当中，代言人李金斗借助其相声艺术大师的身份，与节目组串通，打出中国木材与制品流通委员会和北京国博文物鉴定中心的名号，并且通过雇佣群众演员打电话进演播厅、谎称商品为高档材质等形式涉嫌虚假宣传，造成了一定的社会危害，遭到工商总局的查处。《中华人民共和国广告法》(以下简称《广告法》)虽然对广告代言人的责任做出来严...