Study On Legal Responsibility Of Celebrity Engaging In False Advertisement

It is a hot viewpoint that the celebrity engaging in advertisement in the field of news propaganda. Nowadays, the celebrity perform false advertisement became more and more frequent. Some celebrities always perform advertisement without distinguishing the contents in order to purchasing to a huge sum money. So the rights and interests of consumers have been damaged.But in our currently Advertisement Law, we couldn't find direct regulation in our advertisement laws and statues about a celebrity's liability for false advertisement. The phenomenon lead to not only consumers'economic loss but also go against the principles of just, impartial and honest. Currently, the celebrity who perform false advertisement are only denounced and condemned. The field of law haven't taken the problem seriously. I think it has theoretic and practical meaning to make the celebrity undertake legal liability..By analysing the court decision of the case of Liu Xiaoqing engaging in false advertisement of "Tomato Capsule ",we get the shortness of our current Advertisement Law.To the serious phenomenon of celebrity engaging false advertisement,the writer point out its social malpratice from social fair,social responsibility and media health development aspects. The writer comment on demestic thesis of positive and negative on the problem,give detailed arguments from two aspects of theoretic and practical, In emphasis of the article, the specific regulation of the celebrity engaging in false advertisement undertaking legal liability, the writer point out the reference by analysing the regulation on the problem of foreign countries At last I point out specific regulations from legislation, administration of justice, the superintend of media and rights defending of consumer.It should be definite that regulating legal liability of celebrity who perform false advertisement is not goal but means. We expect to safeguard the legal rights of consumers ,create clear consume atmosphere, build honest, healthy and harmonious social together.