论广告代言人的侵权责任
On the Tort Liability of Advertising Spokesmen

尽管我国对广告代言人的规制立法在不断完善，但面对纷繁复杂，层出不穷的代言广告，司法实践中还存在着诸多问题。对广告代言人进行的研究，可以从主体范围的界定入手，分析代言人承担侵权责任的法律基础，即其构成要件、归责原则、责任形态等理论依据。因网络直播营销广告中的代言人具有特殊性，在分析过程中，针对其法律责任如何配置这一问题提出了适用过错推定原则并采用附条件不真正连带责任的完善建议，希望对于理论和司法实践能够产生一定的作用。
Although China’s legislation on the regulation of advertising spokespersons is constantly improving, there are still many problems in judicial practice in the face of numerous and complicated endorsement advertisements. The research on advertising spokespersons can start from the definition of the scope of the subject, and analyze the legal basis of the spokespersons’ liability for infringement, that is, the theoretical basis of the constituent elements, the principle of liability, and the form of liability. Due to the particularity of the spokespersons in the network broadcast marketing advertisements, in the process of analysis, the author puts forward the perfect suggestion of applying the principle of presumption of fault and adopting the conditional joint and several liability to the problem of how to allocate their legal liability, hoping to have certain effects on the theory and judicial practice.