Celebrities could be held accountable for deceptive advertising if they endorse a health product that injures consumers, a draft amendment proposed on Monday.

The draft amendment to the Law on the Protection of Consumer Rights and Interests suggested that those designing, making and publicizing false advertising of products or providing services should bear joint liability if the products and services affect consumers' health and causes harm.

Any "social groups, organizations and individuals" who endorse substandard products to consumers in a false advertisement should also bear their share of responsibility, the draft amendment proposes.

Yao Hui, a law professor at Renmin University of China, said although the stipulation can apply to any individual, it will mostly affect celebrities.

"Although sometimes celebrities do not know in advance that the products have quality problems, they should also be held liable for their endorsement, since many consumers purchase the products only because of the advertisement," Yao said. "In that case, the advertisement and the purchase are in a causal relationship."

But Yao suggested lawmakers make clear whether individuals, including celebrities, should take the responsibility after an endorsement has ended.

"A consumer may keep buying a product for many years even after the advertisement has stopped. To what degree should the individual be responsible for the endorsement in those circumstances?" he said.

- Zhao Yinan

(China Daily USA 08/27/2013 page4)