On Regulation of Celebrity Endorsement in China

Abstract

Advertisers have attempted to quantify the use of celebrities with the aim of evaluating their influence on the consumer. However, sometimes celebrities who engage in false or deceptive advertising are very likely to mislead consumers which may cause harm to consumers in terms of property loss and personal damage. Due to celebrity endorsements being highly visible to the public, the solution to this issue is of significant relevance to consumers and the general public. Therefore, advanced experience on celebrity endorsement should be drawn from abroad, and a clear assignment of obligation standard is highly desirable.