论虚假广告荐证人的民事责任

发布时间：2018-06-06 15:50

本文选题：虚假广告 + 广告荐证人　；参考：《南昌大学》2015年硕士论文

【摘要】：荐证广告是商品经济时代的产物,因其传播信息的直接、有效性得以在当今种类繁多的广告类型中脱颖而出,对广告行业甚至整个社会经济的发展来说都发挥了不可替代的作用。荐证广告不同于一般意义上的广告,区别在于出演人对广告中产品或服务的推荐或证明行为,这就让荐证广告比其他类型的广告更加具有说服力。同时,在一定程度上来说商品经济也是一种利益经济,在这个大环境下商人天然的逐利性使得荐证广告容易变成部分商人牟利的工具,虚假荐证的现象开始走入人们的视野,现实生活中消费者起诉广告荐证人的真实案例也是屡见不鲜。消费者普遍认为荐证人应该对自己致人损害的荐证行为负责,这便涉及到了虚假广告荐证人是否应当承担民事责任以及民事责任如何认定的问题。近几年来我们国家开始加强了对于虚假广告的民商事立法,但是在具体到如何认定虚假荐证行为以及如何认定虚假广告荐证人的民事责任等方面,还有待于进一步完善。就我们国家的广告荐证法律规制而言,有必要借鉴一些广告荐证业比较发达的国家或地区的立法经验,为我们国家的广告荐证提供更为明确的指引,这将有助于进一步改善我国的广告法制环境。本文的创新之处在于提出虚假广告的成立只是荐证人承担民事责任的前提,司法实践中要注意区分广告荐证行为与形象出演行为,以及在认定荐证人责任时应该注意区分虚假广告中的普通荐证行为和虚假荐证行为。
[Abstract]:Recommendation advertising is the product of the commodity economy era. Because of its direct dissemination of information, the effectiveness of the advertisement can stand out among the various types of advertisements today. Advertising industry and even the entire social and economic development has played an irreplaceable role. Recommendation advertisement is different from general advertisement, the difference lies in the recommendation or proof behavior of the product or service in the advertisement, which makes the recommendation advertisement more persuasive than the other type of advertisement. At the same time, to a certain extent, the commodity economy is also a kind of benefit economy. In this big environment, the natural profit-seeking nature of businessmen makes the advertising of recommendation cards easy to become a tool for some businessmen to make profits, and the phenomenon of false recommendation of certificates begins to enter people's vision. In real life, consumer prosecution of advertising witnesses is a common case. Consumers generally think that the recommended witness should be responsible for the injurious behavior, which involves whether the false advertisement sponsor should bear the civil liability and how to identify the civil liability. In recent years, our country began to strengthen the civil and commercial legislation for false advertising, but how to identify the false recommendation behavior and how to identify the civil liability of false advertising witnesses need to be further improved. As far as the legal regulation of advertising recommendation in our country is concerned, it is necessary to draw lessons from the legislative experience of some countries or regions in which the advertising recommendation industry is relatively developed, so as to provide clearer guidance for our country's advertising recommendation and certification. This will help to further improve our advertising legal environment. The innovation of this paper lies in the fact that the establishment of false advertisement is only the premise of recommending the witness to bear civil liability. In judicial practice, attention should be paid to distinguishing the act of advertising recommendation from the act of image acting. We should distinguish the common recommendation behavior and false recommendation behavior in false advertisement.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D922.294

【参考文献】