名人代言虚假广告法律责任研究

发布时间：2018-07-09 21:07

本文选题：名人代言 + 虚假广告　；参考：《山西财经大学》2015年硕士论文

【摘要】：随着商品经济的不断发展，广告作为商品宣传的重要手段，已经成为各大厂商竞争的新阵地。随着我国广告业的迅速发展，名人代言广告现象变得越来越普遍并逐渐成为人们关注的热点问题。然而，近几年名人在广告代言过程中出现了代言虚假广告的问题，这都对名人本身、对消费者的生命、财产造成了严重的损害，，也对社会的发展造成影响。面对日益泛滥的虚假广告，相比于其他国家关于虚假广告的立法与执法工作，我国的相关法律对其打击力度却非常有限。目前，除《食品安全法》中明确代言人对于代言的食品产品应当承担连带责任外，其他法律中还没有对代言人的虚假代言行为的责任承担进行规定，名人代言虚假广告的法律责任承担问题一直是法学界所探讨的重点问题之一。特别是随着三鹿奶粉事件的发生，对于名人虚假代言行为的讨论更是被推上了新的高潮。本文在总结前人已有研究成果的基础上，通过对名人代言虚假广告现象进行深度分析，陈述其危害及其泛滥的原因，通过对比国内外关于名人代言虚假广告的法律规定，找出我国现行法律中对这一问题的盲区和不完善之处，对名人代言广告制度进行构建和完善，力图寻找解决这一顽疾的对策。第一章为引言，介绍本文的研究背景和意义、国内外文献综述和论文的基本结构等。第二章对名人与虚假广告进行界定，概括进分析，并从有关案例入手，指出名人代言虚假广告对名人、对消费者和社会造成的危害。同时对名人代言虚假广告的性质进行了认定，揭示了为何虚假广告日益泛滥的本质原因，阐述了我国法律关于广告管理方面存在的不足。第三章通过对名人代言广告法律责任的不同学术观点进行阐述和分析，指出广告代言人的法律责任形式，以及名人代言虚假广告承担法律责任的可行性研究与路径分析。第四章通过阐述国外关于名人代言虚假广告的相关法律规定和制度，通过比较国外的广告管理法律制度，提出了我国广告管理法律的改进建议，名人代言行为应当作为《广告法》的调整对象，虚假代言行为不仅要承担民事责任，更要承担行政甚至是刑事责任。第五章从立法、司法和执法等方面提出我国名人代言广告制度的构建与完善。通过完善法律制度来对名人代言行为进行规范和监管，并且设定严格的惩罚措施，其目的不是对名人代言进行限制，而是要规范名人的代言行为，使得消费者的合法权益不会因为虚假广告而遭受损害，使得社会主义市场经济能够健康、平稳发展。
[Abstract]:With the continuous development of commodity economy, advertisement, as an important means of commodity propaganda, has become a new position for major manufacturers to compete. With the rapid development of advertising industry in China, celebrity endorsement advertising has become more and more common and gradually become a hot issue. However, in recent years, celebrity has appeared the problem of endorsing false advertisement in the process of advertising endorsement, which has caused serious damage to celebrity itself, consumer life and property, and also to the development of society. In the face of the increasing proliferation of false advertising, compared with the legislation and enforcement of false advertising in other countries, the relevant laws of our country are very limited. At present, except for the clear spokesman in the Food Safety Law that the spokesman shall bear joint and several liability for the food products endorsed, there is no provision in other laws on the responsibility of the spokesman for the act of false endorsement. The legal liability of celebrity endorsing false advertisement has always been one of the key issues in the field of law. Especially with the Sanlu milk powder incident, the discussion of celebrity false endorsement has been pushed to a new climax. On the basis of summarizing the previous research results, this paper analyzes the phenomenon of celebrity endorsement false advertisement deeply, states its harm and the reason of its flooding, compares the domestic and foreign legal provisions on celebrity endorsement false advertisement. This paper finds out the blind spot and imperfection of this problem in the current law of our country, constructs and consummates the advertisement system of celebrity endorsements, and tries to find the countermeasures to solve this problem. The first chapter is the introduction, which introduces the research background and significance, the literature review and the basic structure of the paper. The second chapter defines celebrity and false advertisement, generalizes and analyzes, and points out the harm to celebrity, consumer and society caused by celebrity endorsing false advertisement. At the same time, the author determines the nature of the false advertisement of celebrity endorsement, reveals the essential reason why the false advertisement is proliferating day by day, and expounds the deficiency of our country's law on advertising management. The third chapter expounds and analyzes the different academic viewpoints on legal liability of celebrity endorsements, and points out the legal liability forms of advertising spokesmen, as well as the feasibility study and path analysis of the legal liability of celebrity endorsements. The fourth chapter, by expounding the relevant laws and regulations about the false advertisement of celebrity endorsement abroad and comparing the legal system of advertising management abroad, puts forward some suggestions to improve the law of advertising management in our country. Celebrity endorsements should be the adjustment object of Advertising Law. False endorsements should not only bear civil liability, but also administrative and even criminal liability. Chapter five puts forward the construction and perfection of celebrity advertisement system in China from the aspects of legislation, judicature and law enforcement. By perfecting the legal system to regulate and supervise celebrity endorsements, and to set up strict punishment measures, the purpose is not to restrict celebrity endorsements, but to regulate celebrity endorsements. So that the legitimate rights and interests of consumers will not be damaged by false advertising, so that the socialist market economy can develop healthily and smoothly.
【学位授予单位】：山西财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：D922.294

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