Study on Legal Liabilities Assumed by False Advertisement Publishers
Abstract: 80 years of the 20th century from the first screen advertising board has always been accompanied by various types of advertising endorsers ebb and flow. Display of endorsers of the product and recommended to the consumers on the quality of products and services to understand, but also an important business tool to improve product awareness. But when the screen filled with false advertising, alleged misleading, consumer fraud, the participants will be involved in false advertising of legal responsibility. Our Law advertisements for advertisers or sponsors, advertising operators and advertisement publishers have the legal responsibility of the relevant provisions. However, the modern marketing mode, the main type of advertisements contained in the fourth - but was excluded from the legislation endorsers outside. As enhance product advertising and credibility of human nature an integral part of, this article is to discuss whether the false advertising endorser shall bear legal liability and how to bear legal responsibility.
Key words: False advertising; spokesperson; liability; subjective element; the Responsibility