新《广告法》背景下运动员广告代言责任问题研究
发布时间：2018-08-02 15:59
【摘要】：运动员广告代言具有自身的特点,虚假代言广告有损消费者利益和社会公共利益,应当承担相应的侵权连带责任及行政、刑事责任。这是对运动员个人权利行使的合理限制,也符合利益与风险同在的报偿原理,更有利于保护消费者权益。我国新修订的《广告法》明确规定了广告代言责任,应注重运动员广告代言责任的法律适用,细化广告代言连带责任的认定要素,调整行政处罚规则,明确虚假广告罪的认定标准。对于运动员从事广告代言活动,一方面,应在保障其正常的体育训练和比赛的条件下,允许甚至鼓励运动员以个人优异特质参与商业广告代言活动,更大程度地实现个人价值,服务社会经济发展,另一方面,对于从事不当甚至虚假代言的行为,也应明确责任,加强管理。
[Abstract]:Athletes' advertising endorsements have their own characteristics, false endorsements are harmful to the interests of consumers and social and public interests, should bear the corresponding tort joint liability and administrative, criminal liability. This is a reasonable restriction on the exercise of individual rights of athletes, which is also in line with the principle of reward of both interests and risks, and is more conducive to the protection of consumers' rights and interests. The newly revised Advertising Law of our country clearly stipulates the responsibility of advertising endorsements. We should pay attention to the legal application of the responsibility of advertising endorsements, refine the identification elements of joint and several liability of advertising endorsements, and adjust the rules of administrative punishment. Define the standard of the crime of false advertisement. For athletes engaged in advertising endorsements, on the one hand, athletes should be allowed and even encouraged to participate in commercial advertising endorsements with their outstanding characteristics under the conditions of guaranteeing their normal sports training and competitions, so as to realize their personal value to a greater extent. On the other hand, to engage in improper or even false endorsements, we should make clear the responsibility and strengthen the management.
【作者单位】： 上海海事大学法学院;浙江之星律师事务所;
【分类号】：D922.294
[Abstract]:Athletes' advertising endorsements have their own characteristics, false endorsements are harmful to the interests of consumers and social and public interests, should bear the corresponding tort joint liability and administrative, criminal liability. This is a reasonable restriction on the exercise of individual rights of athletes, which is also in line with the principle of reward of both interests and risks, and is more conducive to the protection of consumers' rights and interests. The newly revised Advertising Law of our country clearly stipulates the responsibility of advertising endorsements. We should pay attention to the legal application of the responsibility of advertising endorsements, refine the identification elements of joint and several liability of advertising endorsements, and adjust the rules of administrative punishment. Define the standard of the crime of false advertisement. For athletes engaged in advertising endorsements, on the one hand, athletes should be allowed and even encouraged to participate in commercial advertising endorsements with their outstanding characteristics under the conditions of guaranteeing their normal sports training and competitions, so as to realize their personal value to a greater extent. On the other hand, to engage in improper or even false endorsements, we should make clear the responsibility and strengthen the management.
【作者单位】： 上海海事大学法学院;浙江之星律师事务所;
【分类号】：D922.294
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