Star-endorsed companies are more credible under regulation

Thread Content

Today, celebrity endorsements are becoming increasingly popular and can turn into an emerging industry; they not only help celebrities earn more income but also enable companies’ products and services to achieve good marketing results. And after enjoying the glamorous appearance of the celebrities on camera, the general audience also learned about a product. This is a highly promising market, with many celebrity endorser agencies competing to enter it. Media companies such as Liangdian Media act as bridges and platforms between enterprises and celebrities. However, there have also been many negative reports regarding celebrity endorsements, exposing various problems associated with them such as fake advertisements and low-quality products. All this is due to the lack of regulation in this market; unregulated celebrity endorsement companies, driven by huge profits, act recklessly and irresponsibly in the absence of effective oversight. Fortunately, relevant laws have been introduced in China to regulate celebrity endorsements, clearly stipulating that celebrities must take responsibility towards consumers and bear legal liability for promoting fake advertisements and low-quality products. With the improvement of laws and regulations, celebrity endorsement companies have got on the right track to serve the public.