Nick's summary and response

SUMMARY
Nowadays government began to regulate “advertising law”, people put emphasis on celebrity who endorse ads. The relevant person in charge suggested that it should add "participant" as the main Ads so that in case of false advertising, consumers may be based on principles of law, and demand civil liability to "participant".
It is difficult to achieve this suggestion. Firstly, it is hard to definite the "participant". Secondly the real responsible “person” in a false advertising should be the manufactures, advertisers and publishers. The celebrity as a "participant" just gets a little profit from a false advertising. However, the real large profits are obtained by manufactures and advertisers. Therefore government should focus on them rather than celebrity. The responsibility for mouthpiece is not a major. In regulating false advertising, people ignore an important part which is media. From the past examples media never is not responsible for false ads. When they publish the false ads, they get lots of money; when some problems appear, they begin to accuse these ads. But nobody will accuse media. The condition is absolutely absurdity. It is a serious problem to solve the responsibility for media in false ads.

Response
When we ascertain the responsibility in false ads, firstly we need to distinguish who should be responsible it. I really agree with what the article said that the manufactures, advertisers (publishers) and media should be responsible. There is no doubt manufacture has the main duty. What we shouldn’t ignore is media. As we all know, media is an important part in advertising. Because of its publicity, consumers will believe these products or services. But now there is no law to limit the relation between advertising and media. Especially when a false ad happens, media will not are responsible anything. Public just accuse the manufacture and celebrity who endorse ads. In fact the mouthpiece is just a scapegoat for manufacture and media. I think the manufacture and media should have the same responsibility for false advertising. So it should strengthen management to improve the identification ability to products so that to let media deny some false advertising at the beginning. Following this, it will bring a positive impact on advertising.

Reference: http://blog.sina.com.cn/s/blog_4134ba900100h6xf.html