明星代言虛假?gòu)V告法律責(zé)任的思考-資料下載頁(yè)
2025-01-01 02:17本頁(yè)面
【正文】 evant legal systems on the star to be the responsibility of engaging in false advertising provisions ,specitically their civil liability, administrative liability and criminal we can , “Advertising Law”thied paragraph added after 38,that “individual knows or should know is false advertising,still remend to consumers ,losses to consumers, and the advertisers,advertisin and AD Posted liability losses is still less than after ,they can not speak for indemnify part and received remuneration within the scope of liability.Laws related behavior management system, largely based on ex post facto, but to pletely eliminate this behavior speak for false advertising in advance to prevent too and its important ,the idea is to establish a viable advertising on the star’s prereview Advertising,should be reviewed in advance by the advertising agencies to review the substance and form ,while the media should also advertise on the stars form a more rigorous not only helps to reduce the probability of false advertising celebrities, but also helps to reduce the probability of false advertising celebrites, but also help reduce the likely star as do false advertising to their own risk.Another possible idea is to strengthen the relationship between the advertising of goods to the people’s livelihood management, the establishment of such goods are not allowed on the system of stars involved in as the UK law ,in alcohol advertisements must not appear to follow the young people in the celebrity is mainly taking into account the nature of such goods, if the fake goods will bring more than harm to society, and ,most of the stars themselves do not determine the authenticity of their ability.Advertising should follow the principle of good faith,authenticity principle, the principle of fairness and legal principles, even though our country on a false celebrity endorsement some problems, but ao long as we guided by these principles advertising actions,to manage advertising markers,then all problems will be solved.英文文獻(xiàn)譯文明星代言虛假?gòu)V告的法律責(zé)任明星代言廣告，是指以明星為模特的商業(yè)廣告。它一方面借助明星的影響力、信譽(yù)和魅力，向公眾推薦產(chǎn)品，或者作為企業(yè)形象的象征，提高企業(yè)的知名度；另一方面，它利用一般消費(fèi)者對(duì)明星的崇拜、模仿心理，帶動(dòng)大眾購(gòu)買(mǎi)、消費(fèi)某種商品，以提高市場(chǎng)占有率。由于明星代言廣告具有如此效應(yīng)，因此深受廣告主、廣告經(jīng)營(yíng)者的歡迎。在明星代言廣告逐漸成為廣告界的潮流之際，明星代言虛假?gòu)V告所引發(fā)的投訴也屢見(jiàn)報(bào)端，對(duì)于明星代言的虛假?gòu)V告，他們是否也應(yīng)該像廣告主、廣告經(jīng)營(yíng)者那樣承擔(dān)相應(yīng)的法律責(zé)任呢？這引起了社會(huì)各界人士的關(guān)注。當(dāng)前沒(méi)有一項(xiàng)特別規(guī)定代言明星責(zé)任的法律條文，于是，明星為產(chǎn)品代言，即便產(chǎn)品出了問(wèn)題，代言明星也只不過(guò)是受到輿論對(duì)他們道德的譴責(zé)，用“演員也是人”的辯解蒙混過(guò)關(guān)，而人們卻無(wú)法要求他們承擔(dān)任何法律責(zé)任。從法律上說(shuō)，權(quán)利和義務(wù)是對(duì)等的，享受了權(quán)益，自然要為此擔(dān)上對(duì)等的義務(wù)。明星在代言各類(lèi)廣告領(lǐng)取高額酬金、保持很高出鏡率、享受萬(wàn)眾矚目的同時(shí)，誠(chéng)信、審查義務(wù)乃至法律責(zé)任也應(yīng)隨之降臨。代言明星決不是拿了人家的巨額代言費(fèi)，毫不費(fèi)力、毫不負(fù)責(zé)的大唱贊歌就了事。由于他們?cè)趶V告中的特殊權(quán)利和地位，便決定了他們也應(yīng)該承擔(dān)相應(yīng)的義務(wù)，即審查或親自驗(yàn)證所代言廣告產(chǎn)品的真實(shí)效用，為廣大消費(fèi)者負(fù)責(zé)。當(dāng)其代言的產(chǎn)品出現(xiàn)問(wèn)題或者有虛假宣傳時(shí)，上述義務(wù)決定了他們要承擔(dān)的法律責(zé)任，這便是法律的對(duì)等性要求。因此，我們可以在相關(guān)的法律制度中對(duì)明星代言虛假?gòu)V告的責(zé)任加以規(guī)定，明確他們的民事責(zé)任、行政責(zé)任和刑事責(zé)任。如我們可在《廣告法》第三十八條后加上一款，即“個(gè)人明知或應(yīng)知是虛假?gòu)V告，扔向消費(fèi)者推薦，給消費(fèi)者造成損失的，在廣告主、廣告經(jīng)營(yíng)者和廣告發(fā)布者承擔(dān)賠償責(zé)任后仍不足賠付的，在不能佩服部分及收取的代言報(bào)酬范圍內(nèi)承擔(dān)賠償責(zé)任。”法律對(duì)相關(guān)行為主要實(shí)行事后管理制度，但要完全杜絕代言虛假?gòu)V告這一行為，事先預(yù)防也極其重要，一個(gè)可行的思路是建立對(duì)明星做廣告的事先審查制度。明星代言廣告，也應(yīng)當(dāng)在事先由廣告審查機(jī)關(guān)進(jìn)行實(shí)質(zhì)和形式審查，同時(shí)媒體也要對(duì)明星做廣告進(jìn)行更為嚴(yán)格的形式審查。這不僅有利于減少明星做虛假?gòu)V告的概率，同時(shí)也有利于明星減少可能因?yàn)樽鎏摷購(gòu)V告給自身帶來(lái)的風(fēng)險(xiǎn)。另一個(gè)可行的思路是加強(qiáng)對(duì)關(guān)系到國(guó)計(jì)民生的商品的廣告管理，建立對(duì)此類(lèi)商品不允許明星涉入做廣告的制度。如英國(guó)法律規(guī)定，在酒類(lèi)廣告中不可出現(xiàn)年輕人所追隨的名人形象。這主要是考慮到此類(lèi)商品的性質(zhì)，若其虛假將會(huì)帶來(lái)比一般商品更大的社會(huì)危害性，切大多數(shù)明星自身對(duì)其沒(méi)有辨別真?zhèn)蔚哪芰Α５?16 頁(yè) 共 22 頁(yè)
合同協(xié)議相關(guān)推薦
鄂ICP備17016276號(hào)-1