广告代言人侵权责任的认定问题研究

发布时间：2018-04-08 17:13

本文选题：广告代言人　切入点：虚假代言　出处：《南京师范大学》2017年硕士论文

【摘要】：商业活动的繁荣造就了广告业的春天,商业广告传达着企业文化,企业形象,是企业对产品宣传的有力手段。在种类繁多的商业广告中,聘请代言人尤其是名人代言人进行宣传或者对企业形象代言,较之于其他广告来说更具吸引力。广告受众出于对代言人的信赖,继而更倾向于选择该企业的产品,这也是代言人只顾利益,夸大或者虚假宣的根源。代言型广告发展如此的迅速,由此带来的问题也颇受关注。2008年“三鹿奶粉事件”以来,代言人在广告中虚假宣传的行为备受诟病,我国相关法律也相继出台以规制这种乱象。公众翘首以盼的新《广告法》已于2015年9月1日起实施,该法将实践中最多见的问题,也是最严重的自然人代言人问题纳入到法律规制当中,与《消费者权益保护法》和新的《食品安全法》关于代言人的相关规定契合。至此,我国的广告代言人责任制度初步建立。尽管相关法律的出台在一定程度上遏制了虚假广告代言人的肆意违法行为,摆脱了代言人虚假代言法律责任无法可依的窘境。然而,遗憾的是,实践中却因为代言人责任认定上的问题,使得相关法律并没有很好的实施,代言人真正为虚假代言承担责任的案例寥寥无几。本文以新《广告法》对代言人侵权责任制度的建立为基础,参考民法基本原则和侵权责任法的相关理论,探讨了代言人承担侵权责任的法理基础,以及代言人在侵权责任认定上的系列标准问题。以实践中代言人责任认定出现的问题为导向,围绕侵权责任成立的四要件,对代言人主体、侵权行为、主观过错、因果关系的认定提供了参考,尤其对新《广告法》出台后代言人的认定进行了系统的分析。针对实践中出现的诸多争议点,本文也提出了一些解决方法和参考意见。
[Abstract]:The prosperity of commercial activities brings up the spring of advertising, which conveys corporate culture and image, and is a powerful means for enterprises to propagate their products.In a wide variety of commercial advertisements, hiring spokesmen, especially celebrity spokesmen, or endorsing corporate images is more attractive than other advertisements.The advertising audience is more inclined to choose the company's products because of their trust in the spokesman, which is also the root of the spokesman's interest, exaggeration or falsehood.Since the "Sanlu Milk Powder incident" in 2008, the spokesman's behavior of false advertising has been criticized, and the relevant laws of our country have been issued to regulate this disorder.The new Advertising Law, which is expected by the public, has been in force since September 1, 2015, bringing into effect the most common problems in practice and the most serious problem of natural person spokesmen.In line with the Consumer Rights and interests Protection Act and the new Food Safety Act on spokesmen.At this point, China's advertising spokesman responsibility system is initially established.Although the introduction of relevant laws to a certain extent to curb the wanton illegal behavior of false advertising spokesmen, get rid of the spokesman false endorsements legal liability can not be relied on the dilemma.However, unfortunately, in practice, because of the recognition of spokesman responsibility, the relevant laws have not been implemented well, and there are very few cases in which spokesmen bear responsibility for false endorsements.Based on the establishment of the new Advertising Law to the spokesman's tort liability system, and referring to the basic principles of the civil law and the relevant theories of the tort liability law, this paper probes into the legal basis for the spokesman to bear the tort liability.And the spokesman in tort liability identification of a series of standards.Guided by the problems in the identification of spokesman's responsibility in practice, it provides a reference for the identification of the spokesman's subject, tort, subjective fault and causality around the four elements of the establishment of tort liability.In particular, the recognition of the spokesman after the new Advertising Law was systematically analyzed.In view of many controversial points in practice, this paper also puts forward some solutions and suggestions.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D922.294

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