名人代言虚假食品广告法律责任初探

《食品安全法》正式开始实施之后，如何界定名人代言行为、明晰代言人的法律地位及其责任，是目前需要深入探讨的，本文拟对名人代言虚假食品广告应承担法律责任作初步探析。首先从三个关键问题人手：第一是明确名人在食品广告中的法律地位，这是明晰名人应担义务，划分名人承担责任的前提。第二是名人代言虚假食品广告是否承担侵权责任，本文从构成侵权行为的违法行为、损害后果、因果关系和主观过错的四个要件进行分析。第三是确认名人代言虚假食品广告承担共同责任的形态。在解决以上三个关键问题的基础上，笔者认为将所有名人代言虚假食品广告的行为均归为共同侵权行为，承担连带责任的论断值得商榷。对此问题需要从名人代言虚假广告行为中获得的利益、主观恶性程度及名人认知的局限性等方面进行分析。笔者提出了名人代言虚假广告应承担侵权补充责任的建议。

On The Liability of Celebrities Who Endorsed False Food Advertisements

With the Food Safety Law of China stepped to stage, what needed to explore in depth is the endorsement behavior, the legal status and the responsibility of celebrities. This paper is the preliminary analysis of the legally responsible of celebrities who endorsed false food advertisements. Firstly, from three key aspects, the writer clarifies the legal status, responsibility for tort and the form of shared responsibility of celebrities. On the basis of tackling these three key issues, it points out that the celebrities who endorsed false food advertisements are all classified as acts of common violations is questionable. It is required analysis from three aspects： the interests of profit gained from the endorsement behavior, the subjective degree of malignancy and the limitations of cognition. The writer holds the view that celebrities who endorsed a false advertisement should assume supplementary responsibility for tort.