In recent years, celebrity endorsement advertisements have also caused many disturbances, such as Tang Guoqiang's endorsement of emerging hospitals was questioned, Chen Xiaoyi's endorsement of three fine advertisements was suspended, Hunan's female anchor semi-naked endorsement of public service advertisements, Cristiano Ronaldo's "golden voice" and the recent "Li Yong endorsement incident". Looking at the reasons and essence of these events, except the "Li Yong's endorsement event", which violates the "China Radio and Television Broadcasting Organization Self-discipline Convention", "the host shall not engage in advertising and other business activities. "As well as the semi-naked endorsement of public service advertisements by female anchors in Hunan Province, which touched moral standards, other incidents were almost all because the words or actions of advertisements violated the relevant provisions of the Advertising Law of People's Republic of China (PRC). Some advertisements are exaggerated, some are full of false propaganda, some are completely banned, some are false pretenders, and so on. All the behaviors and remarks are playing the "edge ball" of the law and making false deception under the banner of stars. Recently, a series of false advertisements by celebrities have caused a lot of uproar. The most prominent ones are: 1, and Ge You endorses pyramid schemes. Because Ge You's slogan "Planting trees is the first choice for art forests" is deeply rooted in Beijing, many people go to Ge You to buy wood for art forests. Unexpectedly, the recent Yilin pyramid scheme was characterized as "the biggest pyramid scheme in Beijing so far"; 2. SK-II incident in Carina Lau. After using SK-II products, Ms. Lu, a consumer, developed itchy skin and burning sensation, so she took the product endorsement to court. 3. Degang Guo was sued. Uncle Wang, the consumer, saw the advertisement of secret camellia storage and went to buy it. After taking it, he found that it had no weight loss effect and caused constipation. He took Degang Guo to court. This is really a "lie", too numerous to mention! In addition, there is a report on the Internet: "Junrui F88…… ........................................................................................................................................................... I believe you are no stranger to this advertisement. But jiaohe city Ding Baohai bought this mobile phone for three days, and it broke down. After being sent to after-sales maintenance, Ding Baohai claimed that some information was lost. In order to protect his rights and interests, he is going to take Henderson Ye Wei, after-sales service department and Pu Cunxin to court. " The relationship between advertisements and stars is always at arm's length. If the endorsement is successful, both sides will be happy, the stars will earn high advertising fees, and the merchants will make a big profit with the help of the star benefits; However, if one party has a problem, it is a big event that hurts the muscles and bones. The reputation is damaged, and the property loss is only a trivial matter. If you don't handle it properly, you will go to court and never stop until the storm is over. "This is what Lawyer Ji of Xinwenhui Law Firm said about the recent celebrity endorsements. On March 12, 2007, the National Survey Report on the Protection of Urban Consumers' Rights and Interests, jointly issued by China Consumers Association and Consumers' Associations in 45 provinces and cities including Beijing, stated that counterfeit and shoddy products, false advertisements and high housing prices were among the top three most prominent problems in the consumption field. According to the statistical survey of China Consumers Association, in the first half of 2006 alone, the National Consumers Association system accepted 5483 complaints involving false advertisements. Among them, medical care, health food and medicine have become the hardest hit areas for false and illegal advertisements. In addition, the survey results released by China Consumers Association show that 80% of netizens believe that celebrities should bear joint and several liability for endorsing false and illegal advertisements. But why are there so many fake star advertisements? As a consumer, how can we refuse false advertisements? Careful analysis can be summarized as follows: First, the stars do not understand the products they endorse. When stars advertise, they often only know and understand the products and the enterprises they belong to according to the introduction of the factory. This is bound to be based on one side of the story, making people follow suit and not distinguish between authenticity and falsehood. Second, some stars are completely out of consideration for their own economic interests. "For example, there are many stars who sacrifice their self-image for publicity or for endorsement." Third, "in order to promote new people and gain exposure, some brokerage companies have no in-depth understanding of product qualifications when they receive advertisements for new people's endorsement. In this way, once the product has problems, the audience will first blame the stars who speak for it. " Fourth, for some reasons, stars have affected the discrimination and right and wrong ability of the products they endorse. If some of them are because of friends, because of feelings and so on. "I am embarrassed to refuse." Ge You is a prime example. Fifth, the relevant administrative departments failed to effectively supervise the release of advertisements and the authenticity of advertisements, so that many false advertisements, such as runaway horses, sneaked into the market and went to the audience, eventually harming one party. For ordinary consumers, the image effect of stars is enormous. Rejecting false advertisements, star self-discipline is the first. In real life, many consumers are deeply hurt by their false advertisements because of their worship and trust in stars. In order to reduce the harm of false advertisements to society and consumers themselves, we should not only prescribe the right medicine for the above aspects, but also punish the operators, publishers and other social groups of false advertisements. At the same time, consumers are also required not to believe in celebrity endorsements. In the face of dazzling and dazzling advertisements, consumers should improve their discriminating ability and maintain a certain vigilance. "I can't see the celebrity endorsement, and listening to the star bragging about' flickering' will follow suit. The most important thing is to see that Chu Xing's endorsement behavior is also an advertising behavior. "