Actors face charges if they make false claims
By Zhang Xuanchen |
October 19, 2010, Tuesday
|
Print Edition
Print Edition
CELEBRITIES will be held as criminally liable for false advertisement if they take part in ads that mislead customers under a revised draft of China's advertising law.
The draft law has been submitted to the Legislative Affairs Office of the State Council for lawmakers to discuss, reported today's Chengdu Commercial Daily.
If it is passed, brand ambassadors will shoulder joint responsibility, and can face criminal charges for making false claims in advertisements, said Liu Fan, deputy director of the State Administration of Industry and Commerce.
Under current law, only the advertiser, the advertising operator and publisher bear legal responsibility for misleading commercials. By adding two chapters, with more than 50 points, the draft specifies the penalties a public figure can face if they take part in illegal endorsements.
Qiu Baochang, head of the China Consumer Association, told reporters the revision is necessary, as many customers decide to purchase the advertised products because they trust the message from famous spokespersons.
A handful of Chinese celebrities have been embroiled in false advertisement scandals, where it later turned out many of them had never used the products showcased.
Chinese actress Deng Jie had her public standing jeopardized for posing as a caring mother who recommended Sanlu milk powder, which was later found to be contaminated with melamine - a material that can cause severe kidney failure.
Authorities have issued new rules that ban actors from performing the roles of physicians on TV to curb false advertising for medicines.
The draft law has been submitted to the Legislative Affairs Office of the State Council for lawmakers to discuss, reported today's Chengdu Commercial Daily.
If it is passed, brand ambassadors will shoulder joint responsibility, and can face criminal charges for making false claims in advertisements, said Liu Fan, deputy director of the State Administration of Industry and Commerce.
Under current law, only the advertiser, the advertising operator and publisher bear legal responsibility for misleading commercials. By adding two chapters, with more than 50 points, the draft specifies the penalties a public figure can face if they take part in illegal endorsements.
Qiu Baochang, head of the China Consumer Association, told reporters the revision is necessary, as many customers decide to purchase the advertised products because they trust the message from famous spokespersons.
A handful of Chinese celebrities have been embroiled in false advertisement scandals, where it later turned out many of them had never used the products showcased.
Chinese actress Deng Jie had her public standing jeopardized for posing as a caring mother who recommended Sanlu milk powder, which was later found to be contaminated with melamine - a material that can cause severe kidney failure.
Authorities have issued new rules that ban actors from performing the roles of physicians on TV to curb false advertising for medicines.
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