我国在《广告法》、《反不正当竞争法》、《食品安全法》及《消费者权益保护法》中都有关于荐证广告的相关规定。这些规定规范了广告荐证行为，保护了消费者的合法权益。但现行立法中对于广告荐证行为的界定以及承担何种连带责任的规定尚不完善。本文即以如何认定广告荐证者的身份，从而确定广告荐证者的法律责任，作为出发点和立足点。文章首先分析了广告荐证者承担法律责任的法理基础，接着对于我国现行立法中广告荐证者责任的相关规定进行了和思考，继而在分析美国关于广告荐证者的民事及行政责任立法对我国相关法律规定借鉴意义的基础上，提出了我国广告荐证者法律责任的立法完善建议。

China in the “advertisement law”, “anti unfair competition law”, “food safety law” and “consumer protection law” has about recommending advertisements of the relevant provisions. These provisions regulate the advertising endorsements and testimonials protect the legitimate rights and interests of consumers. But in the current legislation to define advertising endorsements and testimonials and define which joint liability is not perfect. Based on how to identify the advertising endorser status, legal responsibility to determine the advertising endorser, as the starting point and the foothold. This paper first analyzes the legal basis of the advertising endorser shall bear legal liability, the for the relevant legislation in china advertising endorser of liability and thinking, then in the analysis of the provisions America civil and administrative liability legislation about advertising endorser on china’s relevant legal reference, suggestions proposed our county advertising endorsers liability legislation.