False advertising of legal regulation on celebrity endorsements Abstract celebrity endorsements product advertising in recent years more and more common, but the product disputes arising from the increasing number of consumers through various channels to condemn the irresponsible endorsement star, and the law to protect their legitimate rights and interests, but because also there are loopholes in our legislation and related measures, the responsibility endorsement star is often not given due punishment. This article first analyzes the source of celebrity endorsements to the spread of false advertising profound, combined with the status quo of Chinas legislation, drawing on foreign celebrity endorsements legal regulation experience, proposes to improve the legal concept of our system of endorsements. Keywords celebrity endorsements regulation of false advertising law Celebrity endorsement advertising strategies for the marketing of a business, usually a star to accept the commission of the advertiser or advertising agency to participate in the filming and production of print media advertising, and participate in press conferences or promotional activities related to products or services, endorsement of the business behavior of the remuneration paid to the spokesperson. endorsements can be a star, experts, authority, or ordinary consumers. star celebrity endorsement behavior, it enables consumers trust, and ultimately take action to purchase products or services. gradually enrich the social and material products, advertising, especially advertising play an increasingly important role in the market economy is the use of the star effect in recent years seem to have become the development trend of various brands. star engaging in false advertising in recent years intensified, many stars from Carina Lau and other endorsements of SK-II, Degang endorsement exclusive possession of secret oil “, Ge endorsement billion Lin Wood Deng Jie endorsement Sanlu milk powder to the Murphy endorsement door events, as well as Jackie Chans endorsement of” Overlord “UFA water disputes continue triggered by events, celebrity endorsements, consumers through various channels on the irresponsible endorsement star condemned, for the legal protection of consumers legitimate rights and interests, Chinas legislative and related measures are not perfect, and the results so that consumers can not be satisfied, I hope that through the root causes of the proliferation of false advertising, celebrity endorsements and spokesperson liability study in order to regulate commercial advertising endorsement acts to protect the interests of consumers, and create a good market competition order. A celebrity endorsement of the root causes of the proliferation of false advertising (A) commercial interests of instinct. Celebrity endorsements can increase the trust and attention of the consumer brand for new products to increase awareness, to open the role of the market, for the old product to do marketing, to expand the market share of the effectiveness of the endorsement of the star can get a lot of money commercial return. let us to Look at the its a group of figures, released by on 2009, of (the every two years in endorsement fees: Hong Kong and Taiwan star Jacky Cheung 10 million Hong Kong dollars, Andy Lau eight million Hong Kong dollars, Tony Leung 8 million Hong Kong dollars, Japan and South Korea star Kim Hee Seon eight million yuan, Song Hye Kyo 8 million yuan, mainland stars Jiang Wenli, 1.6 million yuan, 2.5 million yuan of Fan Bingbing Liu Yifei three million yuan. this set of numbers tells us that the star commercial endorsements fees is very impressive. problem is, how many stars can guarantee that commercials before its endorsement of goods in-depth understanding of, or have personally tested and had a taste of the efficacy of the product? According to industry sources, the stars are generally not personally use the endorsement of the product. However, the huge the temptation of a commercial return, so that the stars in this way to join the advertising of goods. (Two mass media, lack of self-discipline. The mass media of newspapers, television, radio, websites and other news media in an increasingly competitive market economy, some of the news media in order to expand market share, only focus on economic efficiency, not to consider the social benefits, frequently release known to be false advertising driven by the interests for income generation, the media have no access to the principle of to open the door to all kinds of false advertising, resulting in false advertising, clear, swamped with the sheer number of which illegal medical, pharmaceutical, health food ads high frequency, are staggering. coupled with the current legislation on the media organizations of the punishment mechanism is far from perfect, resulting in the illegal cost of mass media is too low, laissez-faire the adverse consequences