经济法论文名人代言虚假广告之法律责任研究.doc
名人代言虚假广告之法律责任研究 名人代言虚假广告之法律责任研究 【摘要】 我国现行法律,尤其是民法通则、广告法、反不正当竞争法和消费者权益保护法等在虚假广告代言人责任制度上存在缺失,造成名人代言广告的缺乏规范,虚假广告屡禁不止,且愈演愈烈,并产生了一系列弊端,不仅给消费者带来财产损失,更为严重的是危及到人的身体健康和生命安全。由于缺少法律明确具体的相关规定,作为消费者对名人虚假广告代言的权利难以主张。本文从虚假广告代言表现形式及法律特征和代言虚假广告名人的法律地位认定等基本法律问题入手,比较欧、美、日、韩等国家对名人代言虚假广告的规制,指出名人代言虚假广告应承担侵权责任,提出了实行过错推定归责原则的论点,重点分析了构成侵权责任的要件。最后在结语部分指出了全面规制虚假广告代言活动的建议措施。【Abstract】 The our country present law,in particular “the General provisions of the civil law”,”Advertisement Law”,”Counter-not Improper Competition law” and “Consumer Rights and interests Protection method” and so on has the flaw in the false advertisement spokesman responsibility system, creates the celebrity to speak on anothers behalf the advertisement deficient standard,the false advertisement endures repeatedly continues, also increasingly fierce,and has had a series of malpractices,not only brings the property damage to the consumer,more serious is endangers to humans health and the safety.Because lacks the law to be clear about the concrete correlation stipulation,the right which speaks on anothers behalf to the celebrity false advertisement advocated with difficulty as the consumer.This article speaks on anothers behalf the manifestation from the false advertisement and the legal characteristic and speaks on anothers behalf the false advertisement celebritys legal status to recognize and so on basic legal matter obtaining,compared with countries and so on the Europe,America,Japan,Korea speaks on anothers behalf the false advertisement rules and regulations to the celebrity,discussed the celebrity to speak on anothers behalf the false advertisement legal consequence. Then key analyzes the celebrity to speak on anothers behalf the false advertisement to be supposed to undertake the right infringement legal liability,proposed implements has not had the mistake file responsibility principle argument.Finally suggested the revision or the supplement present law,are clear about the false advertisement spokesmans legal liability,simultaneously promulgates the related judicial interpretation, speaks on anothers behalf explicitly the false advertisement responsibility constitution and the responsibility scope,moreover,the promulgation related administrative rules and regulations,strengthen to improve suggestion measures and so on consumer own quality. 【关键词】 虚假广告; 名人代言; 法律责任 【Key words】 False advertisement; The celebrity speaks on anothers 名人代言虚假广告之法律责任研究中文摘要 4-5 ABSTRACT 5 引言 9-11 一、名人代言虚假广告概述 11-14 (一) 名人代言虚假广告表现形式及法律特征 11-12 1.虚假代言广告的表现形式 11 2.虚假代言广告的法律特征 11-12 (二) 名人代言虚假广告的法制现状 12-14 二、规制名人代言虚假广告的必要性 14-21 (一) 否认规制名人代言虚假广告必要性的观点 14 (二) 对否认规制名人代言虚假广告必要性的分析 14-16 1.对观点一的分析 14-15 2.对观点二的分析 15 3.对观点三的分析 15 4.对观点四的分析 15-16 (三) 本文对规制名人代言虚假广告必要性的观点 16-21 1.名人虚假广告具有严重的社会危害性 16 2.名人参与虚假广告违反了权利义务统一性要求 16-17 3.名人参与虚假广告违反了民事活动的基本原则 17-18 4.规制名人参与虚假广告符合权利与义务相平衡原理 18-19 5.名人具有区别于普通出演人员的社会责任 19-21 三、名人代言虚假广告的比较法考察 21-24 (一) 美国 21 (二) 日本 21-22 (三) 韩国 22 (四) 欧洲 22-24 1.英国 22 2.法国 22-24 四、名人代言虚假广告的责任 24-36 (一) 责任性质 24-26 1.现有理论 24-25 2.对现有理论的分析 25-26 3.本文的观点 26 (二) 归责原则 26-30 1.可供选择的归责原则的类型 26-28 2.对各归责原则是否适合名人代言虚假广告的分析 28-29 3.名人代言虚假广告归责原则的应然选择 29-30 (三) 构成要件 30-36 1.名人的界定 30-32 2.损害的发生 32-34 3.因果关系的认定 34-36 结语 36-39 参考文献 39-40
