As you know, the Chinese deal more harshly with food safety offenders than the U.S. In fact, the former head of China's State Food and Drug Administration, Zheng Xiaoyu, was executed in 2007 for taking bribes in exchange for product safety licenses.
Under a new law submitted to China's parliament Chinese celebrities will share liability if the food products they endorse prove to be unsafe, reports The Straits Times. There were no details on how stars would be held accountable under the draft law, but a legal expert said the 'joint liability' provision would leave them open to compensation claims.
The stipulation is part of China's efforts to bolster food safety systems following a string of scandals that have killed or sickened consumers and hurt the image overseas of Chinese exports.
China Daily quoted Liu Xirong, deputy director of the National People's Congress Law Committee, as saying the clause was written after legislators complained over false or exaggerated food ads, many featuring celebrities. 'So, we consider it necessary to impose stricter controls over food ads.”