广告代言行为的法律规制

发布时间：2018-06-24 04:37

本文选题：广告代言 + 法律规制　；参考：《海南大学》2011年硕士论文

【摘要】：随着我国广告市场的发展,大量的虚假广告乘“虚”而入。虚假广告如此泛滥,广告代言人“功”不可没。广告代言人作为广告活动的重要参与者,在广告法律关系中是一个独立、平等的民事主体,与广告主是一种相互利用、各取所需的合作关系。广告代言行为的法律性质决定了广告代言应与其他的广告活动一样受到法律的规制。对广告代言行为进行有效的规制,既利于维护市场公平竞争的秩序,也利于保护消费者的合法权利。然而由于我国相关法律法规不完善、行政监管缺位和法律责任规定不明确等,目前对我国广告代言行为的规制面临着法律困境。借鉴发达国家对广告代言行为的有效规制,对于我国建立与逐步完善广告代言行为的法律责任体系有着重要的作用。完善我国广告代言行为的法律规制,既有必要规定广告代言的前置义务,也有必要明确广告代言的相关法律责任,与此同时还要重视政府对广告代言行为的行政监管作用。如完善广告审查制度；建立虚假广告代言人的黑名单制度,对黑名单代言人予以“封杀”,禁止刊登、播放其代言的广告。
[Abstract]:With the development of the advertising market in China, a large number of false advertisements are "false". The false advertisement is so overflowing. The advertisement spokesperson "Gong" can not be lost. The spokesman of the advertising spokesman is an important participant in the advertising activities. In the legal relationship of the advertisement, the advertising spokesperson is an independent, equal civil subject, and the advertiser is a kind of mutual use and the combination of the needs of the advertisers. The legal nature of advertising endorsement determines that advertising endorsement should be regulated by the law as well as other advertising activities. The effective regulation of advertising endorsement is beneficial not only to the maintenance of the order of fair competition in the market, but also to the protection of the legitimate rights of consumers. However, due to the imperfect laws and regulations of our country, the administration of advertising is not perfect. There is a legal dilemma in the regulation of advertising endorsement behavior in China. It is important for us to establish and improve the legal responsibility system of advertising endorsement behavior in our country. Regulation is not only necessary to stipulate the preposition of advertising endorsement, but also to clear the relevant legal responsibilities of advertising endorsement. At the same time, it should also pay attention to the administrative supervision role of the government on advertising endorsement behavior, such as perfecting the system of advertising censorship, establishing a blacklist system of false advertising spokesmen, "sealing" the blacklist spokesmen, prohibiting the blacklist spokesmen, and prohibiting them. Stop publishing and play advertisements for their endorsement.
【学位授予单位】：海南大学
【学位级别】：硕士
【学位授予年份】：2011
【分类号】：D920.4;F713.8

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