【作者】 杨华；

【导师】 胡家强；

【作者基本信息】 中国海洋大学 ， 法律（专业学位）， 2013， 硕士

【摘要】 由于我国法律规定的不足和疏漏,学界对于名人代言虚假广告是否承担法律责任颇有争议,有肯定说和否定说的存在,且每个学说都有很多不同的观点。我国《食品安全法》第一次肯定了名人代言虚假广告是要承担法律责任的。但是由于《食品安全法》的适用空间有限,并不能很好的限制实践中大量的名人虚假广告,我国的法律还需要进一步的完善。除了引言和结语,文章共分为四部分：第一部分：对名人虚假广告的相关概念进行了分析和定义。分析了名人、广告代言人、虚假广告和名人虚假广告,以求为名人承担虚假广告的法律责任提供基础概念。第二部分：介绍、分析学界观点并提出自己的观点。提出名人代言虚假广告要承担法律责任,理由是名人虚假广告违反权利义务统一性要求、违背诚实信用原则和公序良俗原则、名人虚假广告行为本身就是侵权和名人作为广告代言人是具有独立地位的,理应为自己的行为负责。第三部分：介绍了美国关于代言人必须向消费者承担代言的广告的内容真实性的责任、法国的设置严格的责任制度、瑞典的信用机制约束和台湾地区对代言虚假广告实行惩罚性赔偿知识。这些经验值得我国将来修改法律时借鉴。第四部分：具体分析名人虚假广告行为要承担的法律责任。名人明知广告虚假还参与是要承担民事责任、行政责任和刑事责任,在相关法律的修改时加入具体的法律规定。名人若是实在不知广告虚假而代言也是需要承担行政责任的,这样是为了更好的规制我国大肆猖狂的名人虚假广告行为,同时也是对消费者的负责和保护。更多还原

【Abstract】 As the legal provisions in our country exists a lot of shortcomings and omissions, whether the celebrities engaging in false advertising should bear legal responsibility is quite controversial in academia. There are two academic opinions to this point:Positive Theory and Negative Theory, and each theory has many different points of view."Food safety law" in our country affirms that the celebrities engaging in deceptive advertising should carry legal liability for the first time. However, it cannot well limit lots of celebrity false advertising in practice as its range of application is restricted. Thus, our law needs to be further improved.This article is comprised of four parts except for the preface and conclusion.The first part analyzes and defines the related concepts of celebrity false advertising. It analyzes celebrity, advertising spokesperson, false advertisement, in order to provide the basic concept for the celebrities to take the legal responsibility in engaging in false advertising.The second part introduces and analyzes the academic circle’s point of view and my own. It presents that the celebrities endorsing false advertising should bear the legal liability, as it acts against the unity of rights and obligations, and goes against honesty-credit principle and public order and good customs principle. The action itself is infringement and the celebrity as the advertising spokesperson is independent, so they should take responsibility for their actions.The third part introduces some experience, such as:spokesmen must assume the responsibility to the truthfulness of the content of the advertisement in USA, France establishes strict liability system, Sweden’s credit mechanism restraint, and Taiwan implements punitive damages for endorsement of false advertising, which is worth learning when emends our law in the future.The fourth part concretely analyzes the legal responsibility the celebrity false advertisement action should take. If they know the advertising is false but still participate in that, they should bear civil liability, administrative responsibility and criminal liability. It will also add specific legal provisions when the related laws change. If they really do not know and do that, they should also take the administrative responsibility. By doing so, it can better regulate the rampant behavior in our country, meanwhile it can be responsible for the consumers and also protect them.更多还原