【摘要】：運(yùn)動(dòng)員廣告代言具有自身的特點(diǎn),虛假代言廣告有損消費(fèi)者利益和社會(huì)公共利益,應(yīng)當(dāng)承擔(dān)相應(yīng)的侵權(quán)連帶責(zé)任及行政、刑事責(zé)任。這是對(duì)運(yùn)動(dòng)員個(gè)人權(quán)利行使的合理限制,也符合利益與風(fēng)險(xiǎn)同在的報(bào)償原理,更有利于保護(hù)消費(fèi)者權(quán)益。我國(guó)新修訂的《廣告法》明確規(guī)定了廣告代言責(zé)任,應(yīng)注重運(yùn)動(dòng)員廣告代言責(zé)任的法律適用,細(xì)化廣告代言連帶責(zé)任的認(rèn)定要素,調(diào)整行政處罰規(guī)則,明確虛假廣告罪的認(rèn)定標(biāo)準(zhǔn)。對(duì)于運(yùn)動(dòng)員從事廣告代言活動(dòng),一方面,應(yīng)在保障其正常的體育訓(xùn)練和比賽的條件下,允許甚至鼓勵(lì)運(yùn)動(dòng)員以個(gè)人優(yōu)異特質(zhì)參與商業(yè)廣告代言活動(dòng),更大程度地實(shí)現(xiàn)個(gè)人價(jià)值,服務(wù)社會(huì)經(jīng)濟(jì)發(fā)展,另一方面,對(duì)于從事不當(dāng)甚至虛假代言的行為,也應(yīng)明確責(zé)任,加強(qiáng)管理。
[Abstract]:Athletes' advertising endorsements have their own characteristics, false endorsements are harmful to the interests of consumers and social and public interests, should bear the corresponding tort joint liability and administrative, criminal liability. This is a reasonable restriction on the exercise of individual rights of athletes, which is also in line with the principle of reward of both interests and risks, and is more conducive to the protection of consumers' rights and interests. The newly revised Advertising Law of our country clearly stipulates the responsibility of advertising endorsements. We should pay attention to the legal application of the responsibility of advertising endorsements, refine the identification elements of joint and several liability of advertising endorsements, and adjust the rules of administrative punishment. Define the standard of the crime of false advertisement. For athletes engaged in advertising endorsements, on the one hand, athletes should be allowed and even encouraged to participate in commercial advertising endorsements with their outstanding characteristics under the conditions of guaranteeing their normal sports training and competitions, so as to realize their personal value to a greater extent. On the other hand, to engage in improper or even false endorsements, we should make clear the responsibility and strengthen the management.
【作者單位】： 上海海事大學(xué)法學(xué)院;浙江之星律師事務(wù)所;
【分類號(hào)】：D922.294

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