目前,状告代言明星的案例可谓层出不穷,但都毫不例外面临一一驳回的相同命运,即使一些被确认为虚假广告,也没有哪个明星受到惩处。从而,代言明星的越轨行为在全国不断蔓延,损害了消费者的合法权益,最终阻碍了构建和谐社会的步伐。所以,很有必要对代言明星的越轨行为进行深刻剖析,以便提出相应防犯机制使代言明星越轨行为回到正常轨道上,使消费者的权利得到充分保障,促进社会主义市场经济的发展。 At present, there are many cases of suing celebrity endorsers, but all face the same fate of being rejected one by one. Even some of those celebrities that have been identified as false advertisements have not been punished. Thus, the celebrity endorsement of the deviant behavior in the country continue to spread, undermining the legitimate rights and interests of consumers, eventually hindering the pace of building a harmonious society. Therefore, it is necessary to conduct a profound analysis of the endorsement star’s deviant behavior in order to put forward the corresponding anti-crime mechanism so that endorsement star deviant behavior back to normal orbit, so that consumer rights are fully protected and promote the development of the socialist market economy.