论广告代言人连带责任

发布时间：2018-05-23 11:43

本文选题：广告代言人 + 共同侵权　；参考：《西北政法大学》2016年硕士论文

【摘要】：最新修订的《广告法》自2015年9月1日起实施。笔者通过对新《广告法》的研读和分析,以及对实务中虚假代言现象的考察,认为其在第五章广告主体民事责任中关于广告代言人承担连带责任的立法规定存在些许不足。新《广告法》的广告代言人连带责任制度可能存在以下不足之处:未区分虚假广告与虚假代言,仍以虚假广告的认定为前提来确定广告代言人是否承担连带责任;在实务中,“关系生命健康”标准的模糊性导致法官处理虚假代言案件存在如何选择归责原则的困难;立法上,广告代言人承担连带责任适用无过错责任是否合理的问题;司法中,广告代言人注意义务的内容如何判断的问题。针对发现的问题,本文以广告代言人连带责任的构成为框架总领全文,重点针对广告代言人承担连带责任的理论基础争议,广告代言人承担连带责任的认定适用何种归责原则的选择,以及广告代言人的过错认定和注意义务履行问题,这三个主要问题展开分析、论述。写作过程中,文章运用广告学、传播学和侵权法基本理论对上述问题从理论现状、立法完善、司法实务适用等角度逐一分析和论证,最终得出以下结论:其一,广告代言人虚假代言,造成消费者损害的,其应当与广告主承担连带责任的理论基础是共同侵权理论;其二,存在虚假广告与虚假代言的现实区分,立法应该确立以虚假代言认定为核心的广告代言人连带责任构成要件的立法模式,摒弃以虚假广告认定为基础的广告代言人连带责任的认定方法;其三,广告代言人承担连带责任的认定不应该适用无过错责任予以认定,过错推定责任作为广告代言人连带责任的归责原则能够在保护消费者合法权益的同时,兼顾广告代言人“行为自由”价值;其四,广告代言人是否承担连带责任,关键在于其虚假代言行为是否存在过错,即广告代言人是否审慎履行了相应内容的注意义务。
[Abstract]:The newly revised Advertising Law has been in force since September 1, 2015. Based on the study and analysis of the new Advertising Law and the investigation of the phenomenon of false endorsement in practice, the author thinks that there are some deficiencies in the legislative provisions on the joint and several liability of the Advertising spokesman in the fifth chapter of the Civil liability of Advertising subject. The system of joint liability of advertising spokesmen in the new advertising law may have the following shortcomings: without distinguishing false advertisements from false endorsements, it is still determined whether advertising spokesmen bear joint liability or not on the premise of the identification of false advertisements. The fuzziness of the standard "related to life and health" leads to the difficulty of how to choose the imputation principle in dealing with false endorsement cases; in legislation, whether it is reasonable for advertising spokesmen to assume joint and several liability, and whether it is reasonable to apply no-fault liability in the administration of justice, Advertising spokesman duty of attention how to judge the content of the problem. Aiming at the problems found, this paper takes the structure of joint liability of advertising spokesmen as the framework of the full text, focusing on the theoretical basis dispute of the joint and several liability of advertising spokesmen. This paper analyzes and discusses the selection of the principle of liability imputation to the recognition of joint and several liability of advertising spokesmen, and the recognition of fault and the performance of duty of care of advertising spokesmen. In the process of writing, the article uses the basic theories of advertising, communication and tort law to analyze and prove the above problems one by one from the angle of theory actuality, legislation perfection, judicial practice application and so on, and finally draws the following conclusions: first, If a false endorsement of an advertising spokesman causes damage to consumers, the theoretical basis for joint liability with the advertiser is the theory of joint tort; second, there is a realistic distinction between false advertising and false endorsement. Legislation should establish the legislative model of joint and several liability of advertising spokesman with false endorsement as the core, and abandon the identification method of joint and several liability of advertising spokesman based on false advertisement. The cognizance of joint and several liability should not be applied to the determination of liability without fault. As the principle of imputation of joint and several liability of advertising spokesman, the presumption of fault can protect the legitimate rights and interests of consumers at the same time. Fourth, whether the advertising spokesman bears joint and several liability lies in whether his false endorsements are at fault, that is, whether the advertising spokesman has carefully fulfilled the duty of attention of the corresponding content.
【学位授予单位】：西北政法大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：D922.294

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