China's Food Safety Law Means Caution for Korean Stars

      June 26, 2009 09:46

      Korean stars who appear in Chinese food advertising will have to check whether the advertiser's food is safe after a new food safety law came into effect this month. The aim is to prevent further international embarrassment after a string of scandals such as the deadly baby milk scare brought Chinese food products into global disrepute.

      Under the new law, Chinese consumers can claim up to 10 times of the retail price for food that failed to meet the standard required by the law. A celebrity or organization endorsing such products in false or exaggerated advertising will be held responsible along with the manufacturer and the distributor. If any harmful substance is detected in the product and consumers suffered damage, the celebrity who appeared in the advertisement will have to compensate the victims.

      From left, Jang Na-ra, Song Hye-kyo, and Jeon Ji-hyun

      According to the KOTRA Business Center in Shanghai, Jang Na-ra, Rain and Super Junior currently appear in advertising for food products in China, and Song Hye-kyo, Kim Hee-sun and Jeon Ji-hyun in commercials for cosmetics and shampoo. Kwon Gi-young, the head of the Chinese office of the Korea Culture and Content Agency, said, "Since it will be difficult for celebrities to scrutinize the safety of food produced by a company, they will at least have to carefully look at its credibility and market size."

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