Lang Ping, advertising spokesperson of Shapu Aisi Eye Drops, has a good public image. It may be more rational to talk about whether celebrity advertising endorsements should bear the responsibility from this case.

Star advertisements have always been very popular. As long as we turn on the TV, open the newspaper, check the mobile phone, turn on the computer, and even walk down the street, we can always see some famous faces familiar to the public trying their best to sell all kinds of goods.

Now is the era of attention economy. As long as it can attract consumers' attention, businesses will have the hope of making progress every day. Not attracting public attention is like winking at your lover in the dark, no matter how hard you try.

However, in today's extremely rich and dazzling products, it is not easy to attract the attention of the public. As well-known public figures, movie stars naturally have the conditions to attract public attention. Under the condition of "eyeball economy", it is natural and reasonable for some manufacturers to invite celebrities to advertise in order to expand the popularity and influence of their products.

It is understandable that stars advertise for their popularity in exchange for "maximizing benefits" However, it is worthwhile for stars to act as false advertising spokesmen to mislead consumers.

Star advertising must have the consideration of charging advertising fees. As the saying goes, "someone is on call." Accepting huge sums of money from others will inevitably be pushed around. Some artists are willing to act as a "fig leaf" for fake and shoddy goods, or even "help others" because of the huge endorsement fees, and act as a tool for unscrupulous merchants to deceive consumers.

Over the years, the incidents of stars acting as false advertising spokesmen misleading consumers have frequently appeared in newspapers. After the incident, whether it is a high-sounding rebellion or a full face of grievances, since the star is suspected of participating in false advertisements, whether it is intentional or not, it is hard to blame.

According to common sense, they should be investigated. However, I'm sorry for my ignorance. As far as I know, many stars suspected of false advertisements seem to have been exposed unscathed, and the "economic cost" of false endorsements by stars is almost zero.

From a legal point of view, except that food and medicine seem to have hard constraints on the false endorsement of celebrities, other legal provisions are either vague or just scratching the surface. It is precisely because of this that there were false endorsements by celebrities in the past, and public opinion was full of accusations, but the stick of legal punishment always fell on the stars.

At the same time, we also know that the fame of stars is sought after by the public. As the saying goes, water can carry a boat and also overturn it. The power of the masses can make a star famous or destroy it.

However, stars have their own special "ecological environment" in China. The public seems to be extremely tolerant of the false endorsements of stars. We have seen stars being "banned" for one reason or another, but we have never seen any star spurned by the public because of false endorsements, nor have we seen any star unable to gain a foothold in the entertainment circle because of false endorsements.

If the law is not pursued, the people will not give up, and the "economic cost" of celebrity false endorsement is almost zero. Only relying on the star's "caution" and "conscience" to put an end to the false endorsement of the star is tantamount to seeking fish from the edge of the tree.

After all, the false endorsements of stars are actually "spoiled" and "spoiled".

The law should clearly inform celebrity spokespersons that they should bear corresponding responsibilities while collecting endorsement fees. In the face of responsibility, celebrity endorsements can be cautious. Only in this way can we truly standardize and contract celebrity endorsement advertisements, at least let them not just think about collecting money and leave their responsibilities behind.

If celebrity endorsement advertisements cannot be regulated from the legal level, in the face of huge endorsement fees and almost zero liability risk, incidents of celebrity suspected of false advertisements will certainly emerge one after another.