内容摘要：在当今社会，广告在人们的身边无处不在，广告已经是现代经济市场中不可或缺的一份子。近年来，在商业的竞争压力剧增的大环境下，各个商家都不惜重金聘请明星作为其商品或服务的代言人，通过“明星效应”来宣传产品。然而，在“明星效应”滋养下的广告一旦变为虚假广告，这将给消费者带来的损害是尤为巨大的。同时，我国的相关法律还不够完善，在虚假广告事件后的处罚仅限于相关部门，而那些明星则开始考虑代言其他产品，这对于消费者而言是极其不公的。现确定明星虚假代言的法律责任已刻不容缓，他们对于消费者所受损害有不可推卸的责任。
本文从“小S虚假代言”事件谈起，分析明星虚假代言的危害性；进而讨论从这一事件中投射出明星虚假代言的法律责任。最后通过对比国外相关法律制度，提出完善我国的明星虚假代言责任的相关措施。
关键字：虚假广告 明星效应 法律责任
Abstract：In modern society, advertising is everywhere in our life, advertising is an indispensable part of the modern market economy. In recent years, in the environment of the sharp increasing pressure of competition,every merchant hired at showering stars as representative of its goods or services, through the “celebrity effect” to promote products.However, in the “celebrity effect” nourish the advertisement once into the false advertisement, this will bring great harm to consumers. At the same time,our country’s law is not perfect enough, after the false advertising events of punishment is limited to related departments, and the stars began to consider the other product, it is unfair to consumers. Now, it is as soon as possible to determine the legal liability of star, because they have compelling obligation for damage of consumers.
This article from the “small S false endorsements” events, analysis of the dangers of false endorsement. At the same time, finding legal responsibility of the star false endorsement from the incident. Finally, it puts forward related measures of perfecting our country’s the star of the false endorsement responsibility, through comparing the foreign related legal system.
Key words:false advertising celebrity effect legal responsibility
目 录
- 前言………………………………………………………………………………4
- 明星代言虚假广告的危害性……………………………………………………4
（一）侵害消费者的合法权益……………………………………………………4
（二）导致社会诚信的流失………………………………………………………5
（三）阻碍经济的健康发展………………………………………………………6
- 从“小S虚假代言”事件到明星虚假代言的法律责任………………………7
（一）理论界的不同观点及本人看法……………………………………………7
（二）明星虚假代言的民事责任…………………………………………………8
（三）明星虚假代言的行政责任………………………………………………10
（四）明星虚假代言的刑事责任………………………………………………11
- 完善我国明星虚假代言的法律责任制度……………………………………12
（一）国外对广告代言人的法律规定…………………………………………12
（二）完善我国虚假代言法律责任的建议……………………………………13
- 结语……………………………………………………………………………15
参考文献……………………………………………………………………………15
