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《食品安全法》正式开始实施之后,如何界定名人代言行为、明晰代言人的法律地位及其责任,是目前需要深入探讨的,本文拟对名人代言虚假食品广告应承担法律责任作初步探析。首先从三个关键问题入手:第一是明确名人在食品广告中的法律地位,这是明晰名人应担义务,划分名人承担责任的前提。第二是名人代言虚假食品广告是否承担侵权责任,本文从构成侵权行为的违法行为、损害后果、因果关系和主观过错的四个要件进行分析。第三是确认名人代言虚假食品广告承担共同责任的形态。在解决以上三个关键问题的基础上,笔者认为将所有名人代言虚假食品广告的行为均归为共同侵权行为,承担连带责任的论断值得商榷。对此问题需要从名人代言虚假广告行为中获得的利益、主观恶性程度及名人认知的局限性等方面进行分析。笔者提出了名人代言虚假广告应承担侵权补充责任的建议。
After the “Food Safety Law” officially began to be implemented, how to define celebrity endorsements and clarify the legal status and responsibilities of endorsers is the need for further discussion. This article intends to tentatively analyze the celebrity endorsement of legal responsibility for advertising false food advertisements. First of all, starting from three key issues: first is to clarify the legal status of celebrities in food advertising, which is a clear premise that celebrities should bear the obligation to divide the celebrity to assume responsibility. The second is whether celebrity endorsement of fake food advertisements is responsible for infringement. This article analyzes the four elements that constitute violations of infringement, damage consequences, causation and subjective fault. The third is to confirm celebrity endorsements false food ads assume the common responsibility of the form. On the basis of solving the above three key problems, the author thinks that all celebrity endorsements of false food advertisements are classified as joint infringement and the assumption of joint and several liability is debatable. This issue needs to be analyzed from celebrity endorsements of false advertising in the interests of the subjective degree of malignancy and celebrity cognitive limitations. I proposed the celebrity endorsement of false advertising should take the responsibility to supplement liability.