名人代言广告的法律规制(新).doc

名人代言广告的法律规制 【内容摘要】随着市场经济竞争愈加激烈，商家企图用广告吸引人们的眼球，聘请名人为商业广告代言的现象日益增多，但同时名人代言的产品也频频出现问题，基于权利与义务相平衡原则、平等原则、公平原则、诚实信用原则，可以看出给予名人代言广告以法律规制具有现实意义和法律基础。借鉴国外主要国家对名人代言广告的特殊规制，分析我国目前现有的名人代言广告的法律规制，显然对名人代言广告的规制存在着一定程度的缺陷，我们应该建立与逐步完善名人代言广告的责任制度。 建立与完善名人代言广告的责任体系应从民事规制、行政规制以及刑事规制三方面共同进行。民事规制方面，广告代言人在代言的产品给消费者合法权益带来损害的情况下应承担侵权责任，归责原则为过错责任原则，实行过错举证责任的倒置即过错推定，从《广告法》、《消费者权益保护法》、《民法》完善相关立法；在行政规制方面，名人代言虚假广告时应当承担责令停止违法行为和禁止其从事公众活动两种行政责任；在名人利用广告进行欺诈，违法情节严重，社会危害性较大时应当依法追求其刑事责任。 【关键词】：名人代言广告；法律责任；侵权责任；过错责任原则 【Abstract】With increasingly fierce competition in the market economy, businesses attempting to use advertising to attract peoples attention, hire celebrity endorsements for the commercial growing phenomenon, but celebrity endorsements of products are frequently problems with rights and obligations based on equilibrium principle, the principle of equality principle of fairness, honesty and credit principle, can be seen to celebrity advertising to legal regulation and legal basis of practical significance. Use foreign key countries celebrity advertising a special regulation, analysis of the currently available celebrity endorsement advertising legal regulation, obviously celebrity endorsement advertising regulation there is a degree of defects, we should establish and gradually improve the celebrity endorsement advertisements responsibility system. Establish and improve the celebrity endorsement advertisements can from civil liability system, regulation, administrative regulation and criminal regulation three together. Civil regulation, the advertising voice in the endorsement of the products to the detriment of the legitimate interests of consumers of tort liability under the circumstances, the principle of fault liability attributable to the principle of reversed burden of proof to implement fault that presumption of fault, from the Advertising Law, Consumer Protection Law, Civil Code improve related legislation; in administrative regulation, the celebrities should take when engagi