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celebrity ad in the mature markets become commercial. In the United States, performing arts and sports stars to act as the spokesman for the business or product is widespread, but the legal dispute has been inactive small, thanks to strict U.S. regulations detailed advertising, and celebrity itself attaches great importance to its image.
because of public interest in celebrities, as well as the special charm of celebrity caused by the demonstration effect, a good celebrity ads can often bring about more effective publicity. U.S. advertising law does not specifically on the provisions of the famous advertising restrictions, celebrities and other advertising of any form of advertising, like the need to comply with laws and regulations. Carmen
Baer Bo is based in Los Angeles, the American taxpayers and consumers to coordinate public relations director of the Foundation. She said that the purpose of commercial advertising in the short term to increase sales of products, the use of celebrities is the effect of advertising practices commonly used. U.S. law provides that advertising must be an advertising spokesman for the actual users of products and advertising in some of the effects of the product must be based on facts, the celebrity endorsement ad was particularly prevalent in the public services and consumer goods products such as cosmetics or bank card services.
In general, beauty products, health products and drug advertising category because of its declared and actual effects of the use of the effect of differences and more easily rise to dissatisfaction with the consumer, the United States for the Performing Arts and sports stars, most of such ads at arm’s length so as not to get involved麻烦. Often, even if some of the well-known actress for the cosmetics company spokesmen, they are also as a representative of the company’s brand image, few will be in the ad for the product results from his own experience, but not secured. Baer Bo said, according to her observation that the United States in particular celebrity superstar who cherish their own image, not easily act as a spokesman for the ad.
a U.S. national consumer protection organizations said that once the star involved in the dispute ad, the image will seriously harm the public, and even affect my career, so they retired to the ad very carefully. Just a lot of stars in order to launch its own brand name for the product, the use of its name recognition to make money. These products are clothing and perfume, and other more security of consumer goods, fashion, buyers often are fans , was almost non-existent consumers to court risks.
in the United States there are also products that exaggerate the effect of advertising, particularly in some of the specialized TV shopping channels. Some small companies often health-care products, the effect of hype was right. Baer Bo said that the United States, as the law of false advertising for business fraud, and severe punishment. Advertisers may face huge fines and compensation, will not be involved in the case of individuals or even to continue to engage in related industries.
the U.S. Federal Trade Commission is advertising the development and implementation of laws and regulations of the agency. The Committee on the advertising of different products, such as alcohol and tobacco, food, health care products and weight loss drugs has targeted the detailed specifications can be more objective in a fair manner of false advertising to identify. The Committee does not conduct pre-commercial advertising, but once received individual consumers, consumer groups or business rivals of the advertising complaints, the Commission will be suspected of false advertising of products or services to investigate. In drug advertising, the Commission is responsible only for non-prescription drug advertising rules, ads for prescription drugs by the U.S. Food and Drug Authority.