The Legal Regulation Of Celebrity False Advertising

The behavior and responsibility of Celebrity false advertising have always been our advertising legislation as thin as link, with the promulgation and implementation of the new "Consumer Protection Law", the new regulations on the false advertising,once again the "false advertising" which has seriously influence people’s life problem placed in front of us.Whether it is from the legal perspective of advertising supervision and management of the business management or from the Advertising Law research has been carried out on the celebrity false advertising research, eventually it comes to the legal regulating of the administrative department and the responsibility of illegal advertisement, we can not deny the fact that in the realistic society the Celebrity False Advertising is banned repeatedly, one of the important reasons is advertising administrative penalties can’t really implement. Also, we have clear understanding of the regulatory aspects of the advertising industry, the administrative punishment is arguably the most important way of supervision. From the perspective of administrative law to explore the legal regulation of celebrity false advertising, put forward to further consummates our celebrity false advertising governance mechanism.The modern one "good" government must be unification between rights and obligations,when the government enjoy the certain powers at the same time it must bear the corresponding responsibility too, it is an inevitable requirement of building a socialist country ruled by law.To demonstrate the concept of fairness and justice of the law,it is necessary to draw lessons from foreign successful experience,to call and at the same time to encourage consumers to rational consumption,establish consistent with China’s national conditions and as soon as possible to regulate the celebrity advertising administrative responsibility and administrative punishment system, and enables the celebrity advertising behavior has been gradually took to the track of standardization and legalization.In this paper consists of five parts, the first chapter, through the case review, which lead to false advertising and celebrity false advertising, on the basis of both at home and abroad about the definition of false advertising, elaborates what is false advertising, what is celebrity false advertisement and cognizance standard of false advertisement. The second chapter, analysis the general illegal advertising administrative, civil and criminal liability for illegal advertisement, the specific analysis of the administrative punishment system, the purpose is from the general to the specific, which paves the way for the fourth chapter.The third chapter, return to the topic,analyzing the current situation of legislation in our country on the celebrity false advertising,also introduces the current legislation of the foreign and the celebrity false advertising. The fourth chapter, to perfect the legal regulation of celebrity false advertising. Once again, starting from the legal affirmation celebrity legal liability for false advertising, not only to establish and integrity of the famous credit archives, also establish credit evaluation system of the mass media.