试论明星代言虚假广告法律责任与综合治理.pdfVIP

山西财经大学毕业论文 （设计） 目 录 中文摘要·············································································· Ⅰ 英文摘要·············································································· Ⅱ 前言·······················································································1 一、我国明星代言虚假广告现状及原因·································1 （一）我国明星代言虚假广告现状·································1 （二）社会公众选择明星代言产品的原因······················2 （三）明星广告代言失真之原因分析·····························2 二、我国立法现状分析及国外在此领域的立法成果···············3 （一）我国立法现状分析···············································3 （二）国外对规制明星代言广告的法律努力··················5 三、明星代言虚假广告的法律责任分析·································6 （一）明星负有法律责任的法理学依据··························6 （二）《侵权责任法》中归责原则及构成要件················6 四、对 “明星广告”的治理意见············································9 （一）健全相应的法律法规制度,加快建立对商广告有效管 制的法律体系·········································································9 （二）加强职能部门的执法和监督管理························10 （三）广告多渠道经营，监督管理是关键····················10 （四）广告的经营者、制作者和参与者均应加强 自律··11 （五）发挥行业协会的积极作用···································11 1 山西财经大学毕业论文 （设计） （六）提高消费者的权利意识和维权意识,提高消费者的自 我保护意识···········································································12 致谢····················································································· 13 参考文献··············································································14 2 山西财经大学毕业论文 （设计） 试论明星代言虚假广告的法律责任及 综合治理 摘 要 ：随着市场经济的发展 ，明星广告代言越来越普遍，而明星 所代言的广告 中出现虚假 宣传所导致的纠纷也在迅速增加 ，由此 引发的 社会危 害性是不可低估、不容忽视的，为 了片面的追求高额报酬,有部分 明星对广告不加甄别的胡乱加 以代言,使得消费者上 当受骗,合 法权益受 到了很严重的侵 害，由于我国现行的法律在规范广告制度方面的缺失,造 成 了很 多明星 虽代言 了虚假广告,消费者却很难追究其 法律责任 的不公