Celebrity advertisements of "false" and "real" performance

Keyword: brand building celebrity advertisements played the advertising world brand laboratory (http://brand.) Roundup: the spread of false advertising enterprises has allowed many to many celebrities voicing into a widespread confidence crisis, which crisis destroyed not only the public image of celebrity itself, but also have their own products and brands.

4 September, consumers announced in June this year launched an "advertising credibility" online survey, nearly 80% of Internet users believe that the "celebrity endorsement false illegal advertising should undertake joint responsibility", while the survey results also show that more than 2/3 of the Internet for commercial advertising is not trusted, Internet users believe that medical, health food and drug advertising false propaganda issues seriously.

But according to the lawyer, the advertising code for false advertising liability, targeted advertising carrier and advertising publishers, so even if a celebrity is not real product endorsement, but because of celebrity not operators, nor is it information Publisher, although it may constitute a misleading for consumers, but there is not a sign. Therefore, from a legal perspective we have to fundamentally eliminate celebrities do false advertising.

In the US and EU legislation, the situation is very different. An example of this is that the United States rock star Jackson for Pepsi-Cola advertising, but then the public found he doesn't drink Coke, a time he was classified as high-visibility is generally annoying character; whereas France TV host Gilbert is ever since to a ring made false advertising and jail, accused of exaggerating the efficacy of the product.

In the absence of law, on celebrity advertising constraints can only count on celebrities and businesses, the self-discipline in July, the Beijing City Consumer Association has published an open letter to exhort celebrity shoot repellent, and false advertising and commercial Department also issued the order "," ban prohibits star as drugs advocacy, but these initiatives or difficult to produce radical false advertising, to root causes to solve these problems, but also the improvement of relevant laws.