Abstract: The criterion for identifying advertising endorsement is that we can discern the endorser’s true identity from the advertising. The essence of advertising endorsement is the commercial use of the personality right and the future of “speaking for the sponsor in public” makes the endorsement easily become the tool of false advertising under the drive of interest. America is the first country that has made norms of advertising endorsement with the duty-oriented idea of legislation. To fully protect the consumers’ interests is the typical character of the norms of advertising endorsement in America. Considering the social policy of protecting consumers’ interests and restricting false advertisements, we should integrate our intricate legal norms and make specific duty-oriented norms.

Key words: advertising endorsement, false advertising, consumers&rsquo, interest, duty-oriented