虚假广告代言人法律责任研究

《食品安全法》首次在法律中明确规定了虚假广告代言人个人的法律责任,填补了食品广告领域代言人法律责任的立法空白。虚假广告代言人是广告法律关系中一个独立的主体,当代言产品造成消费者权益损害时,应当承担相应的民事责任。但承担民事责任应当具备一定的条件,而且承担补充责任更为公平,同时虚假广告代言人还应当承担行政责任。

Study on Legal Liabilities Assumed by False Advertisement Publishers

Personal liabilities assumed by false advertisement publishers have been regulated for the first time in the PRC Food Safety Law, thus filling the legislative blank in food advertisement. As an independent subject in legal relations of advertisement, false advertisement publishers should assume corresponding civil liabilities if the advertised product cause harm to the rights and interest of consumers. In satisfaction of certain requirements, it is more justified for false advertisement publishers to assume complementary liabilities and administrative liabilities as well.