Versatile entertainer Wang Gang

Along with three domestic websites accused of publicizing false commercial advertisements, celebrity spokesmen Fan Wei, Wang Gang and Zhang Tielin are currently embroiled in scandal.

Three domestic websites, namely 28.com, u88.cn and 3158.cn, all dedicated to soliciting franchise investment opportunities across the country, were put under the spotlight after being found to have been advertising misleading commercials that have led to economic losses of some customers, according to a recent report by "Half-hour Economy", a China Central Television program that probes the country's financial sector.

People eventually learned that the three popular websites did not check enterprise qualifications nor examine the content of advertisements prior to posting.

Chinese comedian Fan Wei, versatile entertainer Wang Gang and veteran actor Zhang Tielin were each paid vast amounts of money, reportedly more than one million yuan, to front the misleading advertisements.

Though the other two actors would not be reached to comment on the scandal to date, actor Fan Wei made an apology to the public on his blog Wednesday afternoon, expressing his sincere regrets over the losses caused to some customers.

Comedian Fan Wei

The actor stated he had tried his best to learn as much as possible about the website he speaks for, however, failed and was also unable to know all the status of the website's clients.

Millions of people have seen images of these spokesmen on the websites, while a TV commercial featuring Wang Gang, recommending the website u88.cn, was also aired for a period.

It is not the only case of celebrities becoming involved in advertising scandals. Previously, crosstalk host Guo Degang had starred in a false weight loss tea advertisement. While actress Deng Jie also had her public standing jeopardized in the wake of the tainted milk scandal.

National media reports the websites involved have already returned to regular operation since the exposure.

Following a slew of notorious false advertisements, earlier this year Chinese authorities issued new rules that banned fake medical experts or actors from performing the roles of physicians on TV, in order to better protect the safety and legal rights of general public.

Veteran actor Zhang Tielin

Celebrity endorsements remain a controversial issue. Recently passed legislation on food security, which takes effect on June 1 this year, states that celebrities who lend their names to products will bear joint responsibility if the product they represent proves to be falsely advertised.

Some experts point out that celebrity spokespersons take a major commercial risk in endorsing products. One which could impact severely on their own commercial value.

(CRI April 23, 2009)