[1]张红,张玺.论商业广告中代言者代言行为的法律责任[J].西安建筑科技大学学报(社会科学版),2011,30(04):23-27.
　.On legal responsibility of the spokesman endorsement behaviors in commercial advertisement[J].Journal of Xi’an University of Architecture & Technology(Social Science Edition),2011,30(04):23-27.
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论商业广告中代言者代言行为的法律责任()
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西安建筑科技大学学报（社会科学版）[ISSN:1008-7192/CN:61-1330/C]

卷:
30
期数:
2011年04期
页码:
23-27
栏目:
法学研究
出版日期:
2011-08-31

文章信息/Info

Title:
On legal responsibility of the spokesman endorsement behaviors in commercial advertisement
文章编号:
1008-7192(2011)04-0023-05
作者:
张红; 张玺
(贵州民族学院,贵州,贵阳　550025)
Author(s):
ＺＨＡＮＧ　Ｈｏｎｇ; ＺＨＡＮＧ　Ｘｉ
（Ｘｉ′ａｎ　Ｕｎｉｖ．ｏｆ　Ａｒｃｈ．＆ Ｔｅｃｈ．，Ｘｉ′ａｎ　７１００５５，Ｃｈｉｎａ）
关键词:
FONT-FAMILY: 宋体;  COLOR: #000000"> 商业广告' target="_blank" rel="external"> FONT-FAMILY: 宋体"> 商业广告; 代言行为; 荐证行为; 法律责任

FONT-FAMILY: 宋体;  COLOR: #000000">
Keywords:
commercial advertisement;  endorsement behavior;  endorsements and testimonials behaviors;  legal responsibility
分类号:
DF49
文献标志码:
A
摘要:
近年来，商业广告中代言人代言责任问题备受社会各界关注，也促使了我国相关法律法规的出台和完善。然而，我国对于该问题的研究长期以来一直处于欠缺状态，因此有必要加以深入探讨和研究。对于虚假广告中的代言人代言行为应当加以鉴别和区分，只有荐证行为才承担法律责任，单纯的表演行为不应当承担法律责任。此外，对于荐证责任也应根据产品侵权行为的法律性质，区分不同情况，承担相应责任。

Abstract:
In recent years, the responsibility of the spokesman endorsement behaviors in commercial advertisement has attracted much attention and discussion of the society, which also promoted to explore and perfect the relevant laws and regulations of China. However, the research on this issue remains untouched in China, therefore, it is necessary to make in-depth exploration and research. The spokesman endorsement behaviors in false advertisement shall be identified and distinguished and only the endorsements and testimonials behaviors take legal responsibility, but the simple show needn’t. In addition, the responsibility of endorsement and testimonials is distinguished differently and the relevant responsibility should be taken according to the legal character of the infringing action of product.

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备注/Memo

备注/Memo:
收稿日期：2010-11-13
作者简介：张红（1973-），女，贵州民族学院法学院副教授，研究方向为民商法学。
更新日期/Last Update: 2015-09-09