false advertising of legal regulation on celebrity endorsements（名人代言虚假广告的法律规制）.docVIP

False advertising of legal regulation on celebrity endorsements Abstract celebrity endorsements product advertising in recent years more and more common, but the product disputes arising from the increasing number of consumers through various channels to condemn the irresponsible endorsement star, and the law to protect their legitimate rights and interests, but because also there are loopholes in our legislation and related measures, the responsibility endorsement star is often not given due punishment. This article first analyzes the source of celebrity endorsements to the spread of false advertising profound, combined with the status quo of China’s legislation, drawing on foreign celebrity endorsements legal regulation experience, proposes to improve the legal concept of our system of endorsements. Keywords celebrity endorsements regulation of false advertising law Celebrity endorsement advertising strategies for the marketing of a business, usually a star to accept the commission of the advertiser or advertising agency to participate in the filming and production of print media advertising, and participate in press conferences or promotional activities related to products or services, endorsement of the business behavior of the remuneration paid to the spokesperson. endorsements can be a star, experts, authority, or ordinary consumers. star celebrity endorsement behavior, it enables consumers trust, and ultimately take action to purchase products or services. gradually enrich the social and material products, advertising, especially advertising play an increasingly important role in the market economy is the use of the star effect in recent years seem to have become the development trend of various brands. star engaging in false advertising in recent years intensified, many stars from Carina Lau and other endorsements of SK-II, Degang endorsement exclusive possession of secret oil “, Ge endorsement billion Lin Wood Deng Jie endorsement Sanlu milk powder