摘要
在广告代言人的认定上,广告代言人仅限于指广告荐证人,是在广告中表达自己独立的荐证意见的人。在虚假广告代言的认定上,应实行主客观标准相结合的方法来辨别虚假广告,此外,还应设定广告代言人的基本义务,如对广告的审查义务、代言人在广告中的身份契合义务、及时披露实质性关系的义务等。未履行其义务的代言人就可能构成虚假广告的代言。在虚假广告的代言人之民事责任归责原则问题上,关系到消费者的生命健康内容的虚假广告其代言人应遵循无过错责任原则,且将其视为根本之策而非权宜之计。其他内容的虚假广告,其代言人应实行过错推定原则而非一般的过错责任原则。
On the definition of advertising spokesman,it should be made clear that advertising spokesman is only limited to the person of endorsements and testimonials in advertising,i.e.the person of expressing one’s independent ideas of endorsements and testimonials in advertising.On the definition of false advertisement,we should implement the method of combining subjective standards with objective standards,and make clear the basic obligations of advertising spokesman,for example,the obligations of examination about advertisement,the obligations of being compatible with spokesman status in advertisement,the obligations of disclosing substantive relations in time,and so on.The spokesman of not fulfilling the obligations probably constitutes the endorser of false advertisement.On the civil liability principles of tort liability,thefalse advertising endorsers that concern the life and health of consumers should follow the principles of liability without fault,and regard it as a fundamental strategy but not an expedient.The other false advertising endorsers should apply the presumption of fault and not ordinary liability for fault.
作者
刘哲
LIU Zhe(School of Law, Tianjin University of Commerce, Tianjin 300134, China)
出处
《天津商业大学学报》
2017年第5期57-61,共5页
Journal of Tianjin University of Commerce
关键词
广告代言人
虚假广告
民事责任
归责原则
advertising spokesman
false advertisement
civil liability
principles of tort liability
