个人代言虚假广告赔偿责任研究
发布时间：2018-11-03 13:07
【摘要】：随着市场经济的发展,广告业对国民经济的推动作用日益凸显,但同时,大量不良广告的出现也在日益败坏着社会风气,影响人们正常的生活秩序。对消费者来说,广告内容是否准确真实,和消费者的利益息息相关,因为消费者对商品的需求往往完全是依赖经营者所发布的广告信息。而且随着科学技术的日新月异,消费者对产品的生产过程和技术、性能、质量等问题越来越难以了解,几乎所有的咨讯和消息均掌握在经营者手中,这就使得消费者相对处于极为不利的地位。对经营者来说,市场经济活动以诚实守信公平竞争为原则,但是虚假广告的屡屡得逞,非法经营者的频频得利,使得原本诚实的经营者也开始“蠢蠢欲动”,为了提高竞争力,扩大市场份额,渐渐地随波逐流。虚假性广告也由此日益泛滥。然而,由于我国经济社会的飞速发展,立法的滞后,使得这种现象无法得到规制。新《食品安全法》尽管在一片欢呼声中顺利出台,但是它带来了新的问题。执法标准模糊,责任主体笼统,“赶尽杀绝”的思想让特殊的代言人主体惶惶不可终日…… 《食品安全法》最具爆炸性的就是第55条关于责任主体以及连带责任的规定,第一次将个人纳入了承担赔偿责任的主体中,而且规定的是连带责任。但是我们在欣喜这种变化的同时,不得不感到一点忧思,这么规定真的是最合适的吗?普通人代言虚假广告是否也该承担责任?凡是个人代言虚假广告所应该承担的责任都是一样的吗?名人代言虚假广告和普通人代言虚假广告所应该承担的损失范围也是一样的吗?如果真是如此,未免有失公平。普通代言人在代言收益、代言所产生的影响、代言所产生的社会效果与名人代言人是不同的,甚至有着很大的区别,从公平的角度出发,我们无法要求不同情况的人承担相同的后果。另一方面,根据侵权责任的规则原则,当真要求所有代言人不分情况的一律承担连带责任,是有悖立法者的本意的。立法者的本意在于规范个人代言市场,维护消费者的合法权益,而不是对所有代言人都赶尽杀绝,也不是迫使所有厂家不得已使用动漫作为广告,因为如果果真对所有人不分情况的都采用连带责任,恐怕没有人敢为商品做广告了。 话虽如此,我们该如何区分普通人和名人呢?名人承担加重责任的法理基础又是什么呢?在笔者看来,名人承担加重责任的法理基础是保护合理信赖原则,就是因为对名人的合理信赖,才使得一部分消费者上当受骗。消费者购买名人代言的产品,目的是很明确的,就是希望达到和名人一样的使用效果,没有人为了达到和名人相反的效果而去购买某种商品。因此,对基于合理信赖所为的行为其配套的保护措施就是对期待利益的损害赔偿。不同的人期待利益自然不同,对名人的期待利益要远远大于对普通人的期待利益。对这种期待所受的损害也要得到应有的赔偿。 另外,在各种广告泛滥的今天,并没有一条金科玉律明确规定何者为虚假广告,何者为真实广告,我们应该如何判断哪些是虚假广告呢?笔者拟从相关国家和地区对虚假广告的判断标准总结出我国对于虚假广告的认定应该有哪些标准。 本文研究借鉴香港、澳门、台湾、美国、澳大利亚、智利、英国、加拿大、日本等国家和地区对虚假广告的规制,结合中国广告代言的现状,试图从多层次多角度,系统分析虚假广告定义、表现形式、判断标准、个人代言的责任,以《食品安全法》第55条为最终落脚点,力求为个人代言虚假广告的赔偿责任这个问题给出一种全新的思路。
[Abstract]:With the development of market economy, advertising plays an increasingly important role in the national economy, but at the same time, the emergence of a large number of bad advertisements is increasingly damaging the social atmosphere, affecting people's normal order of living. For consumers, whether advertising content is accurate and true is closely linked to the interests of consumers, since consumer demand for goods tends to depend entirely on advertising information published by operators. Moreover, with the rapid development of science and technology, consumers are becoming more and more familiar with the production process and technology, performance and quality of products. Almost all the news and news are in the hands of the operators, which makes consumers relatively disadvantaged. For the business operator, the market economy activity is the principle of honesty and trustworthiness fair competition, but the success of the false advertisement, the illegal operator's frequent benefit, make the original honest operator also begin to 鈥淭o act foolishly.鈥，
本文编号：2307873
[Abstract]:With the development of market economy, advertising plays an increasingly important role in the national economy, but at the same time, the emergence of a large number of bad advertisements is increasingly damaging the social atmosphere, affecting people's normal order of living. For consumers, whether advertising content is accurate and true is closely linked to the interests of consumers, since consumer demand for goods tends to depend entirely on advertising information published by operators. Moreover, with the rapid development of science and technology, consumers are becoming more and more familiar with the production process and technology, performance and quality of products. Almost all the news and news are in the hands of the operators, which makes consumers relatively disadvantaged. For the business operator, the market economy activity is the principle of honesty and trustworthiness fair competition, but the success of the false advertisement, the illegal operator's frequent benefit, make the original honest operator also begin to 鈥淭o act foolishly.鈥，
本文编号：2307873
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