"Star Endorsement Must Be Used First" Punishment Is The Key.

Not only to punish the parties concerned.

We should also consider the further punishment of advertising agents, publishers and advertisers behind the scenes, so that they will also assume the necessary legal responsibilities for false advertisements of fictitious facts.

Recently, the draft amendment to the advertising law submitted to the Standing Committee of the National People's Congress has increased the code of conduct and legal liability of the advertisement endorser.

This means that celebrities must not prove their unused goods or unacceptable services.

If we know or should know that the advertisement is false and still make the recommendation certificate, we will confiscate the illegal gains and fines. If we harm the consumers' legitimate rights and interests, they will be jointly and severally liable according to law.

It is self-evident that the rationality and necessity of "star endorsement products must be used first".

Obviously, if celebrities and other advertising spokesmen advertise for a certain product or service without any use, sing praises, sing praises and recommend to consumers, then even if there is no problem with the goods or services, the advertisement itself is not true, and it is also suspected of false advertisements.

On the other hand, from stars, etc.

From the point of view of oneself, without the fact of "using a product and service", it is a clear lie and deception to prove its quality and quality to the consumers in the context of "using people". It is not only inconsistent with the authenticity principle of advertisements, but also contrary to the basic moral integrity of public figures.

In fact, it is precisely because of this consideration that "star endorsement products must be used first" has always been a common practice in many countries with perfect rule of law.

For example, in the United States, the behavior of celebrity endorsement advertisements is explicitly demanded. "Advertising words must reflect the true opinions, ideas and experience of the spokesperson". "The statement of the spokesman in the advertisement must have a factual basis for the declaration of the product effect". "If the advertisement indicates that the endorser has used the product or service, he must be the real user of the product."

Against this background, it is not difficult to prove whether a star actually uses its endorsed products or services under the supervision of the public. In order to effectively implement the new law of "star endorsement products must be used first", the next key question is obviously how to set up strict disciplinary measures for the new law.

That is to say, once the celebrity endorsement violates this regulation, how should we give it a strict punishment for its real position and strength?

In this regard, I believe that, first, the conditions for the implementation of punishment should be severe enough. As long as the endorsement star proves to be false and untrue endorsement under the circumstances of no use, no matter whether the goods or services that are endorsed are really problematic or have brought actual harm to consumers' rights and interests, they should be punished by the celebrity endorsement star.

Of course, if the endorsement product or service itself has problems and causes actual damage, the corresponding penalties should certainly be more severe.

Secondly, the standard of punishment should be strict enough.

For example, the amount of penalty can be fined and its corresponding amount.

Closely linked to ensure that the stars of false endorsements are not worth the candle and lose all their blood. If, in addition to economic fines, they can also impose certain "qualification penalty" for false endorsement stars, such as restricting their advertising endorsement within a certain period of time.

For celebrities who earn a lot of money and are often too busy, if the punishment standard is not strict enough, it is obviously impossible to produce a deterrent effect.

Finally, the scope of punishment must be strict and comprehensive.

We should not only punish the celebrity endorsements, but also consider the further punishment of the advertising agents, publishers and advertisers behind the scenes, so that they will also assume corresponding legal responsibilities for false advertisements of fictitious facts.