名人代言虚假广告的行政责任追究

发布时间：2018-04-17 13:15

本文选题：名人代言 + 虚假广告　；参考：《天津师范大学》2017年硕士论文

【摘要】：众所周知,广告在商品和服务的营销中越来越重要,一种商品或服务有了名人广告的推广会大大增加其亮点,而名人代言广告在这一过程中愈加发挥重要作用,普通的消费者在购物时难免受到名人效应的影响。当然,我们也要清楚的看到,名人代言广告存在诸多问题,泛滥的虚假广告已经不再是广告行业的内部问题,而是已经转化为危害整个社会公信的社会问题。究其原因,立法的不完善、虚假广告行政处罚不力以及行政执法中存在的选择性执法,都是很重要的因素。我国针对虚假广告的法律规范,既缺乏对法律概念的明确定义,又存在不同位阶法律规范的冲突抵触问题。在对名人代言虚假广告进行治理时,首先要做的就是针对大量的广告进行甄别和判断,而这一过程要有明确的法律依据,针对相关行政法律制度中存在的问题,找到切实可行的应对之策。要完善相关的法律制度,适当扩大事前审查的范围和力度,完善名人代言虚假广告的信息披露和更正制度,切实追究名人代言虚假广告的行政责任。治理当前名人代言虚假广告行为,除了要追究名人的民事责任外,很重要的一点就是追究名人的行政责任。当前,多数学者对名人代言虚假广告的民事责任进行研究,而对于行政责任追究的研究偏少。笔者认为,名人代言虚假广告的行政责任追究也是重要的研究问题,追究名人代言虚假广告的行政责任对于规范名人代言广告行为有很重要的规范和引导作用。本文主要从四个部分展开论述。第一部分主要论述名人代言虚假广告行政责任的概念和特征,这是整篇论文进一步展开论述的基础,名人代言虚假广告的行政责任具有主体特定性和行政违法性的特征。第二部分论述追究名人代言虚假广告行政责任的理论依据及立法现状,通过这一部分的论述能够明确追究名人代言虚假广告的行政责任在理论上及我国现行法律规范中是有依据的。第三部分分析当前我国名人代言虚假广告行政责任追究存在的问题,包括行政处罚责任效果不明显、治理主体之间缺乏配合以及行政审查制度不力等,并进一步分析问题产生的原因。第四部分对我国名人代言虚假广告行政责任追究提出了完善的建议,第四部分与第三部分是相呼应的,由问题分析对策,由表及里,提出了针对性的完善建议。
[Abstract]:As we all know, advertising is becoming more and more important in the marketing of goods and services. The promotion of a product or service with celebrity advertisements will greatly increase its bright spots, and celebrity endorsements will play an increasingly important role in this process.Ordinary consumers are inevitably influenced by celebrity effects when shopping.Of course, we should also clearly see that there are many problems in celebrity endorsement advertising, the flooding of false advertising is no longer an internal problem of the advertising industry, but has been transformed into a social problem that endangers the public trust of the whole society.The reason is that the legislation is not perfect, the administrative punishment of false advertisement is weak and the selective law enforcement in the administrative law enforcement is very important.The legal norms of false advertising in China are not only lack of clear definition of legal concepts, but also conflict of different legal norms.When it comes to the treatment of celebrity endorsements, the first thing to do is to screen and judge a large number of advertisements, and this process should have a clear legal basis and aim at the problems existing in the relevant administrative and legal systems.Find a practical way to deal with it.It is necessary to perfect the relevant legal system, appropriately expand the scope and intensity of prior examination, perfect the information disclosure and correction system for false advertisements of celebrity endorsements, and investigate the administrative responsibility of false advertisements of celebrity endorsements.In order to deal with the current false advertising behavior of celebrity, it is very important to investigate the civil liability of celebrity, and it is very important to investigate the administrative responsibility of celebrity.At present, most scholars study the civil liability of celebrity false advertisement, but the research of administrative liability investigation is less.The author thinks that it is also an important research problem to investigate the administrative responsibility of celebrity endorsement false advertisement, and the administrative responsibility of celebrity endorsement false advertisement has a very important normative and guiding role in standardizing celebrity endorsement advertising behavior.This paper mainly discusses from four parts.The first part mainly discusses the concept and characteristics of the administrative responsibility of celebrity endorsing false advertising, which is the basis of the whole paper. The administrative responsibility of celebrity endorsing false advertising has the characteristics of subject specificity and administrative illegality.The second part discusses the theoretical basis and legislative status of investigating the administrative responsibility of celebrity endorsement false advertising.Through the discussion of this part, it is clear that the administrative responsibility of celebrity endorsement false advertisement can be investigated theoretically and in the current legal norms of our country.The third part analyzes the problems existing in the investigation of the administrative liability of celebrity endorsements in China, including the lack of cooperation between the governing bodies and the weak administrative review system, etc.And further analysis of the causes of the problem.The fourth part puts forward the perfect suggestion to our country celebrity endorsement false advertisement administrative responsibility investigation, the fourth part and the third part is echo, from the question analysis countermeasure, from the surface to the inside, has proposed the pertinence consummation suggestion.
【学位授予单位】：天津师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：D922.294

【相似文献】