摘要:近年来，名人代言广告引发的纠纷层出不穷，现有法律只明确规定名人在食品领域代言虚假广告要承担连带责任，名人代言其他产品，如家具、电子产品、房子、化妆品等构成虚假广告时无需承担任何法律责任。由于我国现行广告法律制度的缺失，造成名人代言广告缺乏有效规制，给消费者的财产和人身造成损害，具有广泛和严重的社会危害性。本文通过分析我国名人代言广告制度存在的问题，通过借鉴国外名人代言广告法律制度的先进经验，提出我国名人代言广告制度的完善措施。借此希望能引起社会对名人代言虚假广告问题的关注，从而促使名人认真审查代言广告。
关键词：名人；虚假广告；法律规制
Abstract:In recent years, celebrity endorse advertisement trigger endless disputes, current law only define celebrity endorse false advertisement in the field of food shall assume joint liability. When celebrities endorse other products, such as furniture, electronic products, real estate and cosmetics constitute false advertisement ,they do not assume any legal liability. Because of the imperfection of our country current advertisement legal system， the celebrity endore advertisement lack effective regulation .The false advertisements not only do harm to consumers’property and health,but also to the society widely and seriously. This paper firstly will analyse the problem of Chinese celebrity endorse advertisement system .Then,draw on the experience of other countries’ celebrity endorse advertisement legal system .Finally, put foword a number of specific recommendations to imoprove Chinese celebrity endorse advertisement system . This paper aim at causing the society pay attention to celebrity endorse false advertisement and impelling celebrities to go through endorse advertisement earnestly.
Key words: celebrity；false advertisement；legal regulation
名人广告是一种特殊的广告形式，相对于其它普通广告来说，名人广告更容易吸引消费者和得到消费者的认同，也更容易误导消费者而且具有严重的社会危害性，因此对名人代言广告要全方位进行法律规制。本文中所提出的只是对名人代言广告进行法律规制的初步构想，名人广告在今后的不断发展中将出现新问题，我国的法律制度也将进一步得到完善，而最终目标是构建一个稳定健康的市场经济秩序来促进我国经济更快速地发展。
