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近几年来,关于名人虚假广告代言的问题不断涌现出来,比如,侯耀华代言十几个虚假医药广告的曝光,被大众知晓的邓婕、倪萍代言三鹿奶粉事件,以及中央电视台《经济半小时》栏目报导王刚、范伟、张铁林三位明星代言u88、3158、28等三家招商网站涉嫌网络诈骗等等。由于名人的知名度和号召力,广大民众基于对他们的信赖和喜爱而去购买他们代言的产品,如果该产品的实际功效并没有达到这些明星代言人们在广告中表述的效果,甚至还会给消费者带来人身上的伤害或财产的损失,这必然会使广大消费者利益受损,也会成为影响我国公众健康和社会稳定的重大隐患。因此,本文就这个正不断浮现出来的问题进行研究探讨,突出名人虚假广告代言在立法及理论上的演变与发展,并发表自己对该问题研究后的看法。
In recent years, celebrity false advertising endorsements continue to emerge, for example, Hou Yaohua endorsement more than a dozen false exposure of pharmaceutical advertising, known by the public Deng Jie, Ni Ping Sanlu milk powder endorsement incident, and CCTV “half an hour economy” section Wang Gang, Fan Wei, Zhang Tielin three celebrity endorsements u88,3158,28 three investment sites suspected of online fraud and so on. Due to the popularity and appeal of celebrities, the general public purchases their endorsed products based on their trust and affection, and if the actual effect of the product does not reach the effect that these celebrity endorsers advertise in the advertisement, Who bring harm to people or property loss, which will inevitably damage the interests of consumers, will also become a major risk affecting our public health and social stability. Therefore, this article studies and discusses this issue that is constantly emerging, highlighting the legislative and theoretical evolution and development of the celebrity’s false advertising endorsements and expressing his own views on the issue.