薦證廣告中薦證者的法律責(zé)任實(shí)證分析
發(fā)布時間：2018-09-04 13:53
【摘要】：在現(xiàn)代社會中，廣告作為信息傳播的一種有效手段，它對我們生活各方面都產(chǎn)生著影響。我們看到，薦證廣告（也有人稱為證言廣告、推薦廣告或者代言廣告，目前學(xué)術(shù)界并沒有權(quán)威統(tǒng)一的名稱）因其特殊的廣告效果可以產(chǎn)生良好的市場效應(yīng)，從而取得巨大的經(jīng)濟(jì)效益，它已經(jīng)在當(dāng)今種類繁多的廣告中占據(jù)了主導(dǎo)地位，并越來越受廣告主的追捧。隨著中國市場經(jīng)濟(jì)的快速發(fā)展，作為媒介和公眾之間傳播商業(yè)信息的重要載體，薦證廣告也進(jìn)入“黃金時代”�！八]證廣告”并不是我國內(nèi)地（以下簡稱“我國”，在沒有特別說明的情況下，“我國”均是指我國內(nèi)地）的法律術(shù)語，而是我國臺灣地區(qū)使用的法律術(shù)語。近年來，隨著薦證廣告稱為廣告主的“香餑餑”，廣告薦證者也呈職業(yè)化趨勢，然而與此同時，薦證者的虛假薦證行為引發(fā)的事故也頻頻發(fā)生，消費(fèi)者針對廣告薦證者的訴訟也從無到有，屢見報端。消費(fèi)者認(rèn)為，，廣告薦證者需要對其在廣告中的薦證行為導(dǎo)致的致人損害結(jié)果負(fù)責(zé)，而廣告薦證者對此并不認(rèn)同。這就涉及到薦證廣告中薦證者的法律責(zé)任問題。 所謂薦證廣告中薦證者的法律責(zé)任是指在薦證廣告中薦證者進(jìn)行虛假薦證而導(dǎo)致他人損害所承擔(dān)的法律責(zé)任。我國學(xué)術(shù)界對于廣告薦證責(zé)任涉及私法責(zé)任并無爭議，至于是否涉及公法責(zé)任則并無統(tǒng)一看法。2013年5最高人民法院以及最高人民檢察院聯(lián)合出臺的《辦理危害食品安全刑事案件司法解釋》再次引發(fā)了民眾對薦證者是否應(yīng)對虛假薦證承擔(dān)法律責(zé)任，尤其是對是否應(yīng)承擔(dān)行政法律責(zé)任和刑事法律責(zé)任的熱議。 而實(shí)際生活中，雖然相關(guān)法律有所規(guī)定，公眾對于虛假薦證也深惡痛絕，但不管是明星還是其他薦證者，其因虛假薦證而真正承擔(dān)法律責(zé)任的少之又少。這種情況值得我們深思，一方面，它影響著法律的嚴(yán)肅性；另一方面，公眾及薦證者們都不清楚，如果做了虛假薦證，究竟該承擔(dān)什么法律責(zé)任，承擔(dān)多大責(zé)任，受到什么樣的懲罰？在客觀上使得薦證者本身放松對虛假薦證的注意，甚至不認(rèn)為沒有認(rèn)識其社會危害性。這既是對薦證者的不負(fù)責(zé)任，也是因虛假薦證而遭受損失的受害者不負(fù)責(zé)任，更是對社會的不負(fù)責(zé)。因此，需要對薦證者的法律責(zé)任進(jìn)行研究，從而解決公眾和薦證者的困惑。本文即從薦證廣告中薦證者法律責(zé)任的規(guī)制這一視角，選擇一個切入點(diǎn)——從薦證者虛假薦證的危害性談薦證者的法律責(zé)任——并進(jìn)行分析研究。本文主要采取文獻(xiàn)分析、邏輯分析、價值分析等研究方法，并輔之以案例分析及數(shù)據(jù)分析等實(shí)證分析方法，對薦證者的虛假薦證的危害性以及薦證者的法律責(zé)任作詳細(xì)探討。 本文主要分為四大板塊： 第一部分對薦證者法律責(zé)任中涉及的相關(guān)概念進(jìn)行闡述，介紹薦證廣告的概念及薦證廣告的分類，薦證者，薦證行為概念及基本內(nèi)涵。 第二部分對當(dāng)前違法廣告進(jìn)行統(tǒng)計分析。認(rèn)定，虛假違法廣告不僅危害我國的經(jīng)濟(jì)秩序而且危害人身安全，而薦證者在這些虛假違法廣告中發(fā)揮著重要作用，因此筆者認(rèn)為對虛假薦證，應(yīng)該追究薦證者法律責(zé)任。 第三部分從法理方面對薦證者法律責(zé)任進(jìn)行分析：首先介紹目前學(xué)界對薦證者法律責(zé)任的各種觀點(diǎn)，有欺詐侵權(quán)說、侵權(quán)責(zé)任說等；其次，引用法理學(xué)中通用的法理責(zé)任構(gòu)成要件說分析薦證者法律責(zé)任的構(gòu)成要件，得出，在實(shí)際追究該責(zé)任時，考量不同情形分別追究虛假薦證者的民事或者公法責(zé)任；最后分別就薦證者的民事和公法責(zé)任進(jìn)行論述。 第四部分介紹薦證者法律責(zé)任在我國目前立法現(xiàn)狀，分析我國目前立法現(xiàn)狀發(fā)現(xiàn)現(xiàn)有的薦證者法律責(zé)任制度規(guī)制不足；從而引出筆者對該制度法律完善的立法建議。本部分從民事法律責(zé)任、行政法律責(zé)任、刑事法律責(zé)任三方面提出筆者法律完善建議。民事責(zé)任方面主要是擴(kuò)大民事責(zé)任主體范圍、采用過錯推定責(zé)任制度、引入懲罰性賠償制度；在行政責(zé)任方面提出應(yīng)同時并用禁止性和履行性責(zé)任承擔(dān)方式；刑事責(zé)任方面提出應(yīng)對現(xiàn)有的虛假廣告罪在犯罪主體、犯罪客觀方面進(jìn)行修改，對于社會危害性更大的薦證行為應(yīng)由其他刑法條文進(jìn)行特別規(guī)定。
[Abstract]:In modern society, advertising, as an effective means of information dissemination, has an impact on all aspects of our lives. We can see that certification advertising (also known as testimony advertising, recommendation advertising or endorsement advertising, there is no authoritative and unified name in the academic community) can produce good market effect because of its special advertising effect. With the rapid development of China's market economy, as an important carrier for the dissemination of commercial information between the media and the public, certificate recommendation advertising has also entered the "golden age". "certificate recommendation advertising" and "certificate recommendation advertising". It is not the legal terminology of the Mainland of China (hereinafter referred to as "China"), but the legal terminology used in Taiwan. In recent years, with the advertisement of certificate recommendation being called "fragrant baboon" of advertisers, the advertiser of certificate recommendation is also showing the trend of professionalization. However, at the same time, the certificate of recommendation is used in Taiwan. Consumers believe that advertisers need to be responsible for the damage caused by their sponsorship behavior in advertisements, which is not recognized by advertisers. The legal liability of the witness.
The so-called legal liability of the applicant in the certificate recommendation advertisement refers to the legal liability of the applicant who makes false certificates in the certificate recommendation advertisement and causes damage to others. The "Judicial Interpretation for Handling Criminal Cases against Food Safety" issued jointly by the People's Procuratorate of the People's Republic of China has once again triggered a heated debate on whether the applicants should bear legal liability for false certificates, especially administrative and criminal legal liability.
But in real life, although the relevant laws stipulate that the public hate false certificates, but whether stars or other candidates, they really bear little legal responsibility for false certificates. This situation deserves our reflection, on the one hand, it affects the seriousness of the law; on the other hand, the public and candidates. It is not clear what legal responsibility, responsibility and punishment should be assumed if a false certificate of recommendation is made, which objectively makes the applicant relax his attention to the false certificate of recommendation and even does not think that he has not realized its social harmfulness. This is not only irresponsible for the applicant, but also suffers losses because of the false certificate of recommendation. The victim is not responsible, but also is not responsible for society. Therefore, it is necessary to study the legal liability of the witness sponsor, so as to solve the puzzlement of the public and the witness sponsor. This paper mainly adopts the methods of literature analysis, logical analysis, value analysis, and case analysis and data analysis to discuss the harmfulness of false certificates and the legal liability of the applicants.
This article is mainly divided into four parts:
The first part elaborates the related concepts involved in the legal liability of the applicant, introduces the concept of the applicant, the classification of the applicant, the concept and basic connotation of the applicant and the behavior of the applicant.
The second part carries on the statistical analysis to the current illegal advertisement.It is concluded that the false illegal advertisement not only endangers our country's economic order but also endangers personal safety,and the witness plays an important role in these false illegal advertisements.Therefore,the author thinks that the witness should be investigated for the legal liability of the false certificate of recommendation.
The third part analyzes the legal liability of the testator from the angle of jurisprudence: firstly, it introduces various viewpoints about the legal liability of the testator, including the theory of fraud and tort, and so on; secondly, it analyzes the constituent elements of the legal liability of the testator by quoting the common theory of legal liability constituent elements in jurisprudence, and draws the conclusion that the legal liability of the testator should be investigated in practice. The civil or public law liability of the false witness shall be investigated under different circumstances, and the civil and public law liability of the false witness shall be discussed separately.
The fourth part introduces the present legislative situation of the legal liability of witness sponsors in China, analyzes the current legislative situation and finds that the existing legal liability system of witness sponsors is inadequate, thus leading to the author's legislative proposals for the legal perfection of the system. Civil liability is mainly to expand the scope of the main civil liability, the use of presumption of fault liability system, the introduction of punitive damages system; administrative liability should be put forward at the same time with prohibition and performance of the responsibility to bear the way; criminal liability to deal with the existing false advertising crime in the main crime, committed The objective aspect of the crime should be amended, and the act of recommending evidence which is more harmful to society should be specially stipulated by other criminal law provisions.
【學(xué)位授予單位】：西南政法大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：D922.16;D922.294
本文編號：2222299
[Abstract]:In modern society, advertising, as an effective means of information dissemination, has an impact on all aspects of our lives. We can see that certification advertising (also known as testimony advertising, recommendation advertising or endorsement advertising, there is no authoritative and unified name in the academic community) can produce good market effect because of its special advertising effect. With the rapid development of China's market economy, as an important carrier for the dissemination of commercial information between the media and the public, certificate recommendation advertising has also entered the "golden age". "certificate recommendation advertising" and "certificate recommendation advertising". It is not the legal terminology of the Mainland of China (hereinafter referred to as "China"), but the legal terminology used in Taiwan. In recent years, with the advertisement of certificate recommendation being called "fragrant baboon" of advertisers, the advertiser of certificate recommendation is also showing the trend of professionalization. However, at the same time, the certificate of recommendation is used in Taiwan. Consumers believe that advertisers need to be responsible for the damage caused by their sponsorship behavior in advertisements, which is not recognized by advertisers. The legal liability of the witness.
The so-called legal liability of the applicant in the certificate recommendation advertisement refers to the legal liability of the applicant who makes false certificates in the certificate recommendation advertisement and causes damage to others. The "Judicial Interpretation for Handling Criminal Cases against Food Safety" issued jointly by the People's Procuratorate of the People's Republic of China has once again triggered a heated debate on whether the applicants should bear legal liability for false certificates, especially administrative and criminal legal liability.
But in real life, although the relevant laws stipulate that the public hate false certificates, but whether stars or other candidates, they really bear little legal responsibility for false certificates. This situation deserves our reflection, on the one hand, it affects the seriousness of the law; on the other hand, the public and candidates. It is not clear what legal responsibility, responsibility and punishment should be assumed if a false certificate of recommendation is made, which objectively makes the applicant relax his attention to the false certificate of recommendation and even does not think that he has not realized its social harmfulness. This is not only irresponsible for the applicant, but also suffers losses because of the false certificate of recommendation. The victim is not responsible, but also is not responsible for society. Therefore, it is necessary to study the legal liability of the witness sponsor, so as to solve the puzzlement of the public and the witness sponsor. This paper mainly adopts the methods of literature analysis, logical analysis, value analysis, and case analysis and data analysis to discuss the harmfulness of false certificates and the legal liability of the applicants.
This article is mainly divided into four parts:
The first part elaborates the related concepts involved in the legal liability of the applicant, introduces the concept of the applicant, the classification of the applicant, the concept and basic connotation of the applicant and the behavior of the applicant.
The second part carries on the statistical analysis to the current illegal advertisement.It is concluded that the false illegal advertisement not only endangers our country's economic order but also endangers personal safety,and the witness plays an important role in these false illegal advertisements.Therefore,the author thinks that the witness should be investigated for the legal liability of the false certificate of recommendation.
The third part analyzes the legal liability of the testator from the angle of jurisprudence: firstly, it introduces various viewpoints about the legal liability of the testator, including the theory of fraud and tort, and so on; secondly, it analyzes the constituent elements of the legal liability of the testator by quoting the common theory of legal liability constituent elements in jurisprudence, and draws the conclusion that the legal liability of the testator should be investigated in practice. The civil or public law liability of the false witness shall be investigated under different circumstances, and the civil and public law liability of the false witness shall be discussed separately.
The fourth part introduces the present legislative situation of the legal liability of witness sponsors in China, analyzes the current legislative situation and finds that the existing legal liability system of witness sponsors is inadequate, thus leading to the author's legislative proposals for the legal perfection of the system. Civil liability is mainly to expand the scope of the main civil liability, the use of presumption of fault liability system, the introduction of punitive damages system; administrative liability should be put forward at the same time with prohibition and performance of the responsibility to bear the way; criminal liability to deal with the existing false advertising crime in the main crime, committed The objective aspect of the crime should be amended, and the act of recommending evidence which is more harmful to society should be specially stipulated by other criminal law provisions.
【學(xué)位授予單位】：西南政法大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：D922.16;D922.294
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本文編號：2222299
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