Celebrity endorsements have overturned many times, but they have not been punished. In the face of consumer rights protection and social doubts, most of the stars' responses are like this: I am extremely sorry, I have cancelled the contract, urged to solve it, and I will never do it again. Although these stars were caught in a huge storm of public opinion at that time, they often disappeared. In this regard, some experts said that supervision and law enforcement should be strengthened for celebrity endorsements.
The products endorsed by celebrities, because of their own public influence, will inevitably be influenced by the public when choosing goods, so they will choose to buy. This has a certain causal relationship. Therefore, while earning endorsement fees, stars should also clearly know that substandard goods will bring losses to consumers, and they can't just use their influence to swipe their cards for themselves, and finally let the public pay the bill.
Some netizens believe that the stars are responsible for shooting, and the advertising platform should be punished for spreading false news without examination. In order to protect the interests of consumers to the greatest extent, every link is rigorous.
What does a spokesman do? As a star, signing an endorsement contract with a company to become their spokesperson has already been in the same boat with the merchants. Something happened, and the endorsed products caused extremely serious harm to the public. Want to get away with it?
According to the "Advertising Law", if a false advertisement about goods or services that are healthy to consumers causes damage to consumers, its advertising spokesperson shall be jointly and severally liable with the advertiser. If a false advertisement of other goods or services causes harm to consumers, and the advertising spokesman still recommends or proves it knowing or should know that the advertisement is false, he shall be jointly and severally liable with the advertiser.
The advertising law also stipulates that advertising spokespersons may not recommend or prove their unused goods or services. In case of violation, the market supervision and management department may confiscate the illegal income and impose a fine of more than one time and less than two times the illegal income. If the spokesman recommends or proves the goods and services in the advertisement knowing or should know that the advertisement is false, the illegal income may also be confiscated and a fine of not less than one time but not more than two times the illegal income may be imposed.
Therefore, the spokesman can't get rid of his responsibilities by saying "I'm sorry", but must produce factual basis, such as the use of his products, the inspection records at that time, the income and qualifications required from the other party, and prove to the regulatory authorities that he has fulfilled his verification obligations. Public apology is only a personal attitude, and you should not evade legal responsibility.
Conclusion The public's belief in celebrity endorsement products is based on their social status and image recognition. The celebrity endorsement of the rollover incident is not only the celebrity's reputation, but also the tangible interests of consumers. If a celebrity speaks after a rollover, he just apologizes faintly and thinks he is also a victim.
Without having to bear more joint and several liabilities, it obviously does not meet the expectations of the public, nor does it conform to the principle of the unity of rights and obligations. Standardizing celebrity endorsements not only requires celebrities to strictly guard against risks, but also requires celebrity endorsements to bear joint and several responsibilities, so that celebrities are responsible for endorsements, not just endorsement fees.
Does the publicity platform have to bear legal responsibility? Some netizens believe that the stars are responsible for shooting, and the advertising platform should be punished for spreading false news without examination. In order to protect the interests of consumers to the greatest extent, every link is rigorous.
Some netizens also commented that advertising platforms and the like should bear legal responsibilities at the same time, and they also benefited from it. This is also a way of communication and a carrier of advertising. It can only be said that the relevant laws are not strict enough and not perfect enough! You have done things well with your conscience, and natural customers like it. Do you still use celebrity endorsements? The so-called celebrity endorsement, in a sense, is group fraud!