Watch your comments, celebrities

(China Daily)
Updated: 2009-11-04 10:59

Beijing crosstalk actor Hou Yaohua was recently found to have acted in 10 TV commercials promoting fake or unregistered medicine and medical equipment. When questioned by the media, the shrewd actor simply denied his involvement and rebuked journalists by asking, "Who said I should try the products before I promoted them?"

Hou had obviously overlooked the fact that performing in commercials is not the same as normal acting. While they are free to fake illnesses in performance shows, actors must bear their responsibilities in advertisements especially when they wield tremendous influence upon public consumption.

Even if Hou doesn't have enough time to spare a thought for the health of the public, he should have realized it would bring shame to his own reputation when those products were found to have quality problems.

The fact that an actor like Hou managed to take part in 10 commercials dealing with fake products without being stopped has shown how serious the problem is.

Currently there is no law regulating celebrity liabilities in China in fields like medicine, but China's new food safety law stipulates that celebrities should be held responsible for the substandard food products they promote in commercials.

This explains why it is quite common to find celebrities acting in misleading commercials and bragging about the magic effects of certain products.

While producers and advertisers are the main culprits behind the spread of substandard or fake products, celebrities should be considered as accomplices.

Back in 2007, Guo Degang, a Beijing crosstalk star, was accused of acting in an unlicensed diet drug advertisement. He shirked from his responsibility by saying that both the TV station and the industrial and commercial bureau - the industry's watchdog - should be held accountable first. His remarks are now the standard response from celebrities when faced with similar charges.

But it is time they thought about the damage they were doing to their own images. They need to think less about money and take more time to examine the quality of the products they are speaking on behalf of.